Local–Global Development Trajectories: The Municipality and the Fashion Industry in Dunedin, New Zealand

Abstract

The once-prosperous, but physically isolated, city of Dunedin waned economically in the last three decades of the 20th century. In an attempt to revitalise economic and social development, the Dunedin City Council, amongst other things, has in the 21st century embarked on a vigorous ‘rebranding’ and cluster development exercise. Part of the aim has been to dispel negative perceptions of the city that have been based around a conservative Scottish heritage and gloomy weather, and instead celebrate the innovative and captivating elements of the city that might attract new residents, businesses and greater economic activity. Marketing has been based on the slogan ‘I am Dunedin’. An associated aspect of this development has been the showcasing and fostering of the Dunedin fashion design sector ‘I am fashion Dunedin’. The city has on occasions claimed the title ‘Fashion capital of New Zealand’. However, even the fashion industry in the city recognises that this is more hype than reality. Nevertheless, the story of fashion success is one that has been easily consumed in the national media. The path taken by the municipality is in keeping with nationally endorsed regional development and internationalisation visions. Yet how far will a municipality go in its story-telling about its own city as part of an attempt to compete in a national or global market? In this paper connections are teased-out between the fashion industry, sector clustering and city marketing in the Dunedin context. The research output is a result of a qualitative analysis of intensive interviews with local government officials, fashion houses and their support industry in Dunedin.

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Notes on contributors

Michelle Thompson-Fawcett

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