Rodd & Gunn have a captive consumer audience in Aotearoa New Zealand. Its products are steeped in local history that has helped develop the unique and quintessentially New Zealand brand that it is today.
Established in 1946, Kiwis recognise the premium local quality produced by Rodd & Gunn, inspired by a country that they know is special. But what about the US and European consumers? How can a high-end New Zealand menswear company crystallise its country of origin story with one simple action?
With a FernMark.
Adopting the FernMark was an easy decision for the iconic New Zealand clothing brand says CEO Mike Beagley. “We try and encapsulate all that New Zealand is when we are speaking about Rodd & Gunn. The FernMark helps us to start our conversations with the authentic New Zealand story – which is one about our unique environment.”
Beagley says that the FernMark is part of the business’ holistic brand story when gaining consumer trust and has been helpful in establishing the brand in the US, where New Zealand is less well known.
“Our mantra is about quality, our values are about trust. We want our customers to feel they have a unique New Zealand experience. We are not a leading-edge fashion brand and we are not a fad.”
And this is not hearsay. Their products, made of all-natural and sustainable fibres, have a two-year guarantee and their artisan leather jackets and luggage, handmade in Auckland, a lifetime.
“We have had customers come in after ten years to say that their jacket is worn out. We replace it, no questions asked. It’s part of that unique experience.”
The FernMark isn’t only used on Rodd & Gunn’s products, but can also be found on the window of their new UK store in London’s esteemed Mayfair. The iconic silver fern is instantly recognisable to the thousands of people who visit the epicentre of luxury London retail every day.
“This is our first step into the competitive European market. Consumers are inundated with so many messages. The FernMark says New Zealand quickly and in an authentic way.”
New Zealand is synonymous with Rodd & Gunn’s brand. From photoshoots against breath-taking backdrops to its products made from natural resources; wool, cotton and leather, Aotearoa is inherent in everything that Rodd & Gunn do.
“Anyone can slap a country of origin under their brand but the FernMark gives us the depth and authenticity to use the New Zealand name.”