In this episode of My Heels are Killing Me, Belinda Watt Head of Fashion at Whitecliffe College of Arts and Design, shoe designer Kathryn Wilson and Murray Bevan - the founder of fashion PR agency Showroom 22 discuss the different ways to produce sustainable; diversifying, and the importance of collaborating and remaining agile.

What does it mean to be agile in today's marketplace and what challenges do international giants like H&M and Zara present for New Zealand fashion brands?

New Zealand is part of a global society. That comes with better access to goods and services, but it also means local brands and businesses face greater competition.

International brands are more accessible than ever before. Exposure to the latest offerings through instagram and social media creates a frenzy for newness at the high and low end of the market.

Murray Bevan, founder of New Zealand's foremost fashion PR agency Showroom 22 says our consumer patterns have become more diverse in recent years.

"People like to shop local, as well as aspire to buy global," he says.

And even at the luxury end the demand is high.

“[The General Manager of Louis Vuitton] on Auckland’s Queen Street has customers that come in every week demanding something new. [But] for other designers [here] that’s very difficult to do unless [they] drip feed product in,” he says.

The PR agency founder says when Topshop arrived on our shores, some in the industry were sent into panic mode, worried that it would threaten our local industry. Others saw it as an opportunity to take more risks and do something completely different.

Bevan believes there will always be room for a range of price-points, and he says the arrival of fast- fashion chains in New Zealand hasn't damped our appetite for locally made and owned brands.

"It's just appetite, and it's money - we call it a share of wardrobe. Wardrobe is becoming bigger in people's share of what they dedicate their time and money to in their life," he says.

Today, Showroom 22 works with international labels, but the PR agency has built the core of its business by helping local brands to grow, and anyone involved in business will know that it isn't possible to become successful all on your own.

Bevan has been working with shoe designer Kathryn Wilson for 14 years. Their collaboration began when they were both in the early stages of their businesses.

The importance of relationships and collaboration

"You're not in this industry if you're out to make a quick buck," says Wilson, who had a long term game plan for her business right from the outset…

Go to this episode on rnz.co.nz for more details