Houdini Sportswear CEO shares tips on creating brand value

October 03, 2016 - Taiwan

Keynote speaker Eva Karlsson, CEO of Houdini Sportswear AB shared inputs on ways to create brand value at the Textile International Forum and Exhibition 2016 (TIFE) held in Taiwan. Karlsson spoke about how the Swedish sportswear brand tackled the issue through providing comfortable apparels that are built to last in style as well as quality.

She also remarked that the global textile industry has one of the worst records in encouraging sustainability.

However, under its sustainability initiative, Houdini extends a products lifetime under the theme of ‘rental, repair, reuse and recycle.’ It does so, by also selling used apparel products in its stores and partnering with ski shops for renting out gear.

According to Karlsson, the core values of the Houdini brand come from an aspiration to look for partners and suppliers, who share its mission and values.

TIFE 2016 organised by the Taiwan Textile Research Institute was held from September 27-29 under the theme of ‘Intelligent Technologies and Sustainable Innovation.’ (AR)