Understanding the cashmere consumer starts with understanding the transaction journey. On the surface, making a purchase may seem like a simple decision for a consumer. They pay, and in return, they receive a product. At the convenience end that may have a grain of truth, but at the luxury end things are a little bit different. The reality in the rarefied air premium consumers breathe is actually buying something is the last step on a much longer journey.

Think back to the last luxury purchase you made—a car, an expensive suit, a designer watch. There is a good chance you did a considerable amount of research before pulling the trigger on your purchase. This is because you wanted to be sure your new purchase achieved its objective. In the high-end fashion world that objective is all about making a consumer feel special.

New Zealand is renowned for sustainable farming systems, a pristine environment and natural beauty and your premium consumers will have no trouble in embracing New Zealand grown cashmere in the same way they embraced New Zealand merino. Check out the fashion houses of Loro Piana, Brunello Cucinelli, Ermenegildo Zegna or Louis Vuitton and you will see cashmere feature throughout their range.

And just like any competitive environment the world’s top designers are all locked into a head-to-head battle for the consumer.  They will be wondering where the next big thing will come from and it could well be New Zealand. The key is developing and ensuring the next big thing is trustworthy, reliable and of the very best quality. New Zealand Cashmere is looking to position their farming community as the finest producers of cashmere in the world. This is the positioning message fashion houses and consumers will hear and if the past is anything to go by their will be a long queue.