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IAF show discusses 'Understanding challenges of fashion'
Oct '14
The 30th IAF World Fashion Convention began in Colombia on October 1 and witnessed attendance of more than 300 delegates from 20 countries, who were offered interesting visions on the convention’s theme: “Understanding the challenges of the fashion system”.

This is for the first time that IAF is holding its annual event in South America and each of the first day seven speakers, gave his or her vision on the future of the industry.

Emiliano Duch, Lead Specialist, Trade & Competitiveness from the World Bank, advised governments to modernize their support of the fashion industry, from investing in big industrial parks, which fosters jobs to supporting local brands and retail.

Claudio Chiaromonte - Managing Director at The Walt Disney Company (Latin America) revealed to the delegates how big companies have perfected the art of delivering to consumers anytime, anyplace, through any format, by any payment.

Horacio Broggi, Director of Desigual Latin provided insights into the phenomenal growth of Desigual, from 8 to 800 million Euros in 10 years time. He said the secret was the ability to transfer real emotion into the very distinctively printed and seductively lined products and its multichannel approach, which lead to more visibility.

Adriano Goldschmied, who is called the ‘Godfather of Jeans’ because of his incredible record of creating premium jeans brands, took the delegates on a journey of the development of premium jeans segment by way of his own personal pictures.

The pictures revealed brilliantly how the right people came together at the right time and created products that were inspired by their own lifestyles. Adriano went from the past to the future where he said, technical innovation will bring jeans to a new level of comfort.

Mariette Hoitink, Chairwoman of Amsterdam based - House of Denim provided insights into how the city, big brands, local entrepreneurs and foreign investors worked together to create a denim hub in Amsterdam.

She said, “By combining denim specific schooling, research and networking, the same can be replicated in other places as well.”

Fernando Pimentel, Director of the Brazilian Textile Association – ABIT stressed on the importance of intra Latin American trade. “Investments in infrastructure and the quick signing of free trade agreements are needed to increase the economic linkages in Latin America,” he stressed.

And finally, Ed Gribbin - President of Alvanon plead for a radical change in the industry which is facing the spectre of selling its products at below 40% of the full selling price at the retail end.

“Investments in 3D digital sampling and PLM are necessary as is a shift in focus to a more engineering oriented design of clothing, focusing not only on how it looks, but also on how it works,” he advised. (AR)

Fibre2fashion News Desk - India

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