{"id":268463,"date":"2018-11-05T12:10:15","date_gmt":"2018-11-05T16:10:15","guid":{"rendered":"https:\/\/content.carib-export.com\/news\/caribbean-designers-receive-expert-business-advice\/"},"modified":"2022-06-13T21:52:00","modified_gmt":"2022-06-14T01:52:00","slug":"caribbean-designers-receive-expert-business-advice","status":"publish","type":"news","link":"https:\/\/content.carib-export.com\/es\/news\/caribbean-designers-receive-expert-business-advice\/","title":{"rendered":"Dise\u00f1adores caribe\u00f1os reciben asesoramiento empresarial experto"},"content":{"rendered":"\n

Emerging and established Caribbean fashion designers benefited from expert advice and industry tips while participating in the recently concluded Fashion is Big Business Workshop<\/strong>, held during the International Fashion Festival –<\/strong> Barbados Fashion Week<\/strong>\u00c2 between 26-28 October 2018.<\/p>\n\n\n\n

The workshop, which was facilitated by the Caribbean Market Centre, featured a frank and open discussion with international fashion designers, buyers and industry experts.\u00c2 \u00c2 Caribbean Export supported the participation of regional designers at this workshop with funding from the European Union via the 11th<\/sup> EDF Regional Private Sector Development Programme.<\/p>\n\n\n\n

Ouigi Theodore, founder of the Brooklyn Circus<\/a>, a retro-urban fashion boutique and label was part of the discussion and he encouraged the designers to take advantage of the Caribbean\u00e2\u20ac\u2122s unique style and to market their designs to this region\u00e2\u20ac\u2122s diaspora.<\/p>\n\n\n\n

Mr. Theodore, a Haitian who moved to Brooklyn, New York when he was eight, urged the designers to understand their culture and to recognize the strength of the Caribbean identity in the diaspora.<\/p>\n\n\n\n

Insisting that they needed to go after that market, he pointed to the success of reggae and hip hop in the black community as examples.<\/p>\n\n\n\n

\u00e2\u20ac\u0153You have to know what you do best and continue to do it best with the little you do have.\u00c2  I am a huge advocate of reggae music and hip hop. They are about digging into their culture and representing\u00e2\u20ac\u00a6 Many of those guys didn\u00e2\u20ac\u2122t go to the best school, some can\u00e2\u20ac\u2122t even read music but hip hop is dominating the world, reggae is on the radio outside of Jamaica…<\/p>\n\n\n\n

\u00e2\u20ac\u0153There is a Haitian middle class who is not living in Haiti and it\u00e2\u20ac\u2122s the diaspora. I am a representative of that middle class. What Haitian rapper, Wyclef Jean and guys of that generation did, was make it okay and cool to wave the Haitian flag.\u00c2  It is the same for you guys as Bajans. Rihanna has made it okay for you guys to wave the Bajan flag and say I am from Barbados and I am proud to be Barbadian. But that is not enough, you need to be on the ground, go back and forth, bridge the gap and push your designs\u00e2\u20ac\u009d Ouigi Theodore said.<\/p>\n\n\n\n

Also speaking at the workshop was Sharifa Murdock, co-founder and owner of Liberty Fairs<\/a> and founder of Envsn Festival<\/a>.\u00c2  She agreed with Mr. Theodore and urged the designers to be the first to represent their brand.<\/p>\n\n\n\n

\u00e2\u20ac\u0153If you have a clothing line, you have to be your first buyer and lead by example. Believe in your dream and your product,\u00e2\u20ac\u009d she said, adding it was critical for designers to also create simple products that could maintain cash flow.<\/p>\n\n\n\n

\u00e2\u20ac\u0153What a lot of designers put on runway is not what they put in the stores because you have to find something people can wear.\u00c2  If you have a couture line do something simple like t-shirts that is an easy sell. All you have to do is produce things that can give people a memorable moment of your brand,\u00e2\u20ac\u009d Sharifa suggested, while advising Caribbean designers to go after the tourist market by placing their work in local stores.<\/p>\n\n\n\n

\u00e2\u20ac\u0153There needs to be authenticity into your designs. You guys are from the islands and no one takes the opportunity to really produce products for here. Everyone wants to go to the States but you have a big community here\u00e2\u20ac\u00a6 and there is so much tourism,\u00e2\u20ac\u009d she said.<\/p>\n\n\n\n

The workshop\u00e2\u20ac\u2122s moderator Ronny Oppong, a Global Retail Relations Director at Liberty Fashion and Lifestyle Fairs, agreed with the need for authenticity and gave some insight into customization, which he noted was becoming more desirable among customers.<\/p>\n\n\n\n

\u00e2\u20ac\u0153We\u00e2\u20ac\u2122ve done trade shows and noticed that buyers just love a unique piece of something that is specially for them, like something with their name on it. So if your style is couture, you can drape or cut a bunch of t-shirts in your signature style. That\u00e2\u20ac\u2122s a piece of your craft, something customized,\u00e2\u20ac\u009d he explained, noting that the investment for such a product was smaller so the end price would be more attractive to buyers.<\/p>\n\n\n\n

Another fashion expert at the workshop was Hillary Joseph, Director of Caba\u00c3\u00b1a Swim, a consultant on Fashion for Brazil and a swimwear buyer for Nads Swim.<\/p>\n\n\n\n

Ms. Joseph addressed product placement and distribution. \u00c2 Asking the designers, \u00e2\u20ac\u0153who do you sit next to?\u00e2\u20ac\u009d She said: \u00e2\u20ac\u0153the worse answer you can get is that I am different and I don\u00e2\u20ac\u2122t sit next to anybody.\u00e2\u20ac\u009d<\/p>\n\n\n\n

Stressing that research was required to effectively answer the question, the fashion consultant outlined, \u00e2\u20ac\u0153It\u00e2\u20ac\u2122s knowing who your brand sits next to based on your set up and your price point and then understanding what store that is. Everyone wants to be in a Barneys or Saks Fifth Avenue but that might not necessarily be where your brand needs to be. So it\u00e2\u20ac\u2122s really being realistic and knowing what is right for your brand,\u00e2\u20ac\u009d she said.<\/p>\n\n\n\n

However, she did acknowledge it could be challenging to get into established stores and urged the designers to consider doing \u00e2\u20ac\u0153pop up shops\u00e2\u20ac\u009d \u00e2\u20ac\u201c which is a short term store or sales space.<\/p>\n\n\n\n

Also imparting words of wisdom was Luam Keflezghi, an international buyer of ready to wear fashion.\u00c2  Ms. Keflezghi cautioned the designers against waiting on \u00e2\u20ac\u0153existing systems\u00e2\u20ac\u009d to build their success, especially if they hoped to get people in Caribbean to support their brands.<\/p>\n\n\n\n

\u00e2\u20ac\u0153Do not wait on existing systems to include you. Create your own system, a pipeline to your audience. So for example, the tourists will come. You have to figure out marketing so they find out about you before they visit so when they get here, they come directly to you. To do that, you need to use Instagram and the internet to get people to plug into a system that you already created,\u00e2\u20ac\u009d she said.<\/p>\n\n\n\n

Emphasizing that these platforms needed to be professional, she told the designers their brands needed to be easy to find and constantly refreshed.<\/p>\n\n\n\n

Channing Hargrove, a Fashion writer for Refinery 29<\/a> and owner of the blog Channing In the City<\/em><\/a>, advised the designers to get strong marketing platforms, not only for promotion purposes but to generate sales.<\/p>\n\n\n\n

\u00e2\u20ac\u0153You need to have relationships with editors, writers and public relations experts. Your photos should be strong on both social media and your website. You must also have a direct commerce link so people can click and buy immediately.\u00c2  If your website is not great and you don\u00e2\u20ac\u2122t have a link to buy, you can\u00e2\u20ac\u2122t get eyes on you and you cut out so many sales,\u00e2\u20ac\u009d Ms. Hargrove pointed out.<\/p>\n\n\n\n

The fashion writer also proposed that the designers used video and photos done by professionals as opposed to solely relying on their phone cameras.<\/p>\n\n\n\n

Also sharing her perspective on the industry was Danielle Cooper, a fashion influencer and owner of the blog and podcast Shesagent.com<\/em><\/a>.<\/p>\n\n\n\n

She stressed that authenticity was really critical for designers. \u00e2\u20ac\u0153Research, know your target audience and what is your niche.\u00c2  More and more people are attempting to follow trends or follow others, that will come out and people will notice. So pay attention to your self-expression and stay true to yourself and your niche.\u00c2  Be authentic because it\u00e2\u20ac\u2122s going to shine and more people will be able to relate to you,\u00e2\u20ac\u009d Ms. Cooper said.<\/p>\n\n\n\n

The last bit of advice came from International model and runway coach, Stacey McKenzie, who is famously known for her coaching and judging appearances on America\u00e2\u20ac\u2122s next top model.<\/p>\n\n\n\n

She stressed that it was imperative that both models and designers treated their craft like a business.<\/p>\n\n\n\n

\u00e2\u20ac\u0153What they fail to understand is that it\u00e2\u20ac\u2122s a business and [they] need to treat it as such. People see all fluff in the forefront and make you think this is some fabulous life. No its work and its hard work.\u00c2  Research the industry and know your craft. You always have to be evolving, switch up, be fresh and new,\u00e2\u20ac\u009d the Jamaican born model said.<\/p>\n\n\n\n

Caribbean Export is committed to the development of the region\u00e2\u20ac\u2122s Creative Industry, in which fashion is key sector. The Agency supports businesses in the industry to develop their export potential, build capacity, access finance through grant schemes and benefit from training and technical assistance.<\/em> (SP\/Caribbean Export)<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Emerging and established Caribbean fashion designers benefited from expert advice and industry tips while participating in the recently concluded Fashion is Big Business Workshop, held during the International Fashion Festival – Barbados Fashion Week\u00c2 between 26-28 October 2018. 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