Perception of New Zealand

The perception of New Zealand Luxury trade to prospective buyers.

In a report published by the New Zealand trade and enterprise government group, it is highlighted that a common thread among countries who trade with New Zealand, and their goods, is the perception that New Zealand is primarily a source for raw materials related to agriculture, premium quality food & wine, and tourism. It is also commonly perceived by other countries such China, UK, that New Zealand has clean air, a clean environment, and breath taking landscapes. 

When it comes to sophisticated consumers, values of specialisation and craftsmanship when it comes to luxury products like leather, do not yet hold a connotation to New Zealand. “NZ'ers are seen as farmers and traders so expectations around business sophistication are typically low NZ’s ‘relaxed’ attitude can seem halfhearted and simplistic in the ‘survive or die’ business world”

If New Zealand is primarily perceived as a ‘clean’ and ‘beautiful’ landscape, and a centre of agriculture and quality raw materials such as wood, dairy, meat. We as designers will need to use this to our advantage and create a shift from being just agricultural traders, into a sophisticated, specialist country for luxury goods.  

Other points brought across in the report

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