Page 10 - Export and Trade

The United States of America:

Rewards for those who go prepared

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abroad. Despite the arrival of the Trump administration at the end of 2016, that fact has not changed.
But, as always, export success in this vast market comes down to homework and preparation. And yes, you
might just need to take along a Plan B.

When Donald Trump surprised the world by winning the US “The company opened a store in the trendy Broad
Presidency race in November 2016, international business Ripple suburb of Indianapolis this year. Every facet – from
was thrown into a state of uncertainty. the music, the burger names, the staff and the burger
Would Trump’s talk about the global marketplace and style – creates an experience that has allowed BurgerFuel
free trade translate into fewer opportunities for Kiwi to capture market share where many had suspected there
exporters? was little to no new opportunity.”
He wasted no time in pulling the plug on the TPP (Trans- Rodd & Gunn is also expanding across the US. The
3DFL¿F 3DUWQHUVKLS DJUHHPHQW clothing retailer has opened six stores there in just over a
Surprisingly, one year on, Kiwi business and year and is gaining new ground in a saturated market that
engagement and commercial activity in North America has has many established US players – from Ralph Lauren to
actually strengthened – and in some unexpected ways. +LO¿JHU WR +ROOLVWHU
According to the 2017 ExportNZ DHL Barometer, trading Focused on a four-pillared approach (its own stores,
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exporters sending orders to the US. Rodd & Gunn’s success is being driven by grassroots and
Adam Bennett, NZTE trade commissioner for the on-the-ground support from customers in all segments.
US West Coast, says for many companies results are While many traditional retailers are abandoning
exceeding expectations. brick-and-mortar stores and hoping e-commerce will be
“Many of the real success stories are in sectors that are their future, the Kiwi trendsetter is winning converts to
not obvious domains of Kiwi companies,” he says. “They’re its high-quality casualwear through a unique brand and
typically US company strongholds; the fashion, sports and unparalleled customer experience.
restaurant industries. “Whether featuring on the shoulders of Tom Cruise, or
“New Zealand companies Dropit, Rodd & Gunn and selling through the increasingly popular Trunk Club model,
Burgerfuel demonstrate what happens when good ideas this fashion expert is right at the front of the new channels
get implemented by outstanding talent, and put their of retail fashion.”
customers at the heart of their offer.” Bennett says the US continues to be a major challenge
Tech company Dropit is disrupting the US sports for Kiwi companies, but an increasing desire for customer-
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into. Its product – an interactive app offering unique fan solutions means New Zealand is ready to succeed there.
interaction – is piquing the interest of major sports and “From natural organics to high technology, the US will
stadia after the company signed a contract with the NBA’s EX\ WKH EHVW VROXWLRQ EHIRUH ZRUU\LQJ ZKHUH LW¶V IURP -XVW
Phoenix Suns. come with a Plan B as the market changes fast; but the
“While the product is high-tech, Dropit’s success is rewards remain great.”
connected to its absolute focus on enhancing the live On the opposite coast, Beatrice Faumuina, NZTE trade
sporting event and the end experience of its users,” commissioner in New York, says success is happening
explains Bennett. when Kiwi companies focus on high value exports and
You might think selling burgers to the Americans is niches.
as tough as trying to sell tea to the British. BurgerFuel, There’s no point in being intimidated by big multi-
however, is winning over customers’ hearts by going national competition either. “Small doesn’t mean
through their stomachs, creating a whole burger immature; it often means we can be nimble where others
experience, says Bennett. can’t,” she says.

8 NZ Export & Trade Handbook 2018