Mini case study: Nom*D

Abstract

This mini case study on designer label Nom*D and retail store Plume, both based in Dunedin, outlines the development of the label from 1986, when owners Margarita (Margi) and Chris Robertson first began, to the current expansion that includes 42 international stockists. Although they have over 50% of sales coming from overseas they have chosen not to expand their operation within New Zealand so as to retain their cult appeal as a 'gothic' or 'underground' style. The Nom*D brand represents a niche style of utilitarian clothing and the Robertson's are aware that to pursue higher profits, by attracting a mainstream audience, might quickly diminish the unique profile of the brand and upset the sustainable market they have spent years creating