22 November 2008
New market opens for designer shoppers
1 September 2006
By Karen Tay: Te Waha Nui Online
NZ Fashion just seems to go from strength to strength and a new designer market for domestic shoppers has been launched. Te Waha Nui find out what difference it offers to NZ’s fashion-hungry retail buyers.
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Photo: Karen Tay
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Newmarket’s designer shopping mecca is not a baby High St.
Nuffield St is all grown-up and ready to take its place amongst the elite of boutique shopping experiences.
“This is not a deliberate attempt on High St. We think Nuffield St serves a different market and has a different purpose to High St,” says Peter Tuck, development manager for Westfield New Zealand.
Tuck acknowledges, however, that many of the designer stores on Nuffield St would not have looked out of place on High St.
Retailers such as Trelise Cooper, Alannah Hill and Karen Millen are all regular Fashion Week names that form part of the pulling power of Nuffield St.
Even aspiring high-end retailers are choosing the street as the venue for their debut in the retail market.
Nzgirl, a popular website catering to young women, is one such shop. Its flagship store, a first foray into the retail clothing market, opened on the street less than three weeks ago.
“I think Newmarket has long since surpassed High St. We didn’t even consider High St as we didn’t feel it offered the clientele and the ease of access it once did,” says Nzgirl managing director Jenene Crossan.
Newmarket is right on bus and train routes, something that she says will be an attraction for time-strapped Aucklanders.
Liz Smith, marketing manager for Auckland’s Heart of the City, says while Nuffield St is very modern, it is “just about shopping, and that’s it”.
She believes High St offers a far more “European” sort of experience that involves not only great shopping, but interesting bars, cafes and even a bit of jazz as easy listening for the weary shopper.
“People who shop do it everywhere. But High St offers a more cultural, complete shopping experience,” says Smith.
Currently there are a few empty spots among the stores on High St, something which Smith ascribes to the normal “churn” of the retail world rather than the rising threat of Nuffield St.
Tuck is confident Nuffield St will continue to grow, and says high-end retailers like having their shops close together.
Customers who buy from one designer will often cross-shop and buy from another, similar designer.
Six Australian designers and American stores have come to New Zealand based on that concept, he says.
The other advantage is that there is paid parking available for Nuffield St customers, unlike High St where parking is often scarce.
The new Sylvia Park development is on a completely different level to Nuffield St and will not affect its shopping experience at all, says Tuck.
“Sylvia Park is obviously a shopping mall whereas Nuffield is very targeted,” he says.
Although any shopping strip within the central city is good for Auckland as it adds to the city’s growth, Smith says High St will never be replaced.
“Nuffield St doesn’t have Vulcan Lane, the Chancery or interesting bars, cafes and people to watch,” she says.
