Moontide

Abstract

Moontide International, a women's swimwear manufacturer, began in New Zealand in 1979. This case study describes the growth and internationalisation of the company during and after the deregulation of the textile and manufacturing markets in the 1980s. There is a discussion of the New Zealand swimwear industry, the global swimwear market and how Moontide utilised its own promotional strategy to secure global markets. The case study has appendices that show Moontide's production breakdown, internationalisation time chart and marketing mix