- Through 12 conferences, the axis of knowledge of the Trade show highlights the changing forces that penetrate the fashion industry, impacting the value chain and forcing it to rethink what is to be done with the industry.
- The Inexmoda – UPB Knowledge Pavilion gave leadership to the national industry, publishing success stories and good practices for others to follow.
- In the framework of the academic agenda, the three winners of Latinoamérica Habla–the competition for students, sponsored by Cotton USA, hat discovers Latin American young design talent–were recognized.
July 2017. The Colombiamoda 2017 axis of knowledge closed the first day of its academic program in the best possible way. This edition of the Inexmoda – UPB Knowledge Pavilion focuses on the challenges of the fashion industry in the “New Game”, accompanied by strategy concepts, business models, and value chain. Additionally, it has made visible the success stories and good practices of national businesses that have served as an example and inspiration for others.
“The industry, and the world in general, is going through a moment of uncertainty, changes, and expectations; it is a world in which organizations have to modernize and adapt in order to survive and compete. Because of this, among the challenges to be faced, the Inexmoda – UPB Knowledge Pavilion stressed the importance of strategy as the historic response of all organizations in moments of uncertainty in order to triumph. In a time of difficulties and change, finding a different way to compete, and a road to be unique becomes the way to reach business success,” stated Luz Adriana Naranjo, director of Strategic Transformation of Inexmoda.
This was confirmed by the case stated by Sophie Douer, Creative Director and Co-founder of Seven Seven and Patprimo. Sophie reinvented the business and was in charge of the take-off of Seven Seven, adapting to a world that empowers clients more and more, recognizing that none of them are the same. In her conference, she highlighted the important changes in the industry, such as multichanneling and direct communication with the client, especially in social media, emphasizing data and the analysis of fast response. This brand demonstrated it is not afraid of change, that it is authentic, and understood the importance of global thinking, focusing on the connection with the client from clothing items, experiences, and services thought out for him7her.
These challenges were also taken up by Rubén Valencia, General Manager of Laura Confecciones S.A., using Laura’s success story as an example. The company’s value chain is perfectly articulated, human contribution being the most outstanding contribution, because, according to the entrepreneur, “people are what take a company to its success or failure. They are the ones that add value and achieve a profit margin.”
On the other hand, Pilar Riaño, Director of Modaes, media leader in economic information of the fashion industry in Spain and Latin America, informed us about worldwide trends that move the industry, offering a clear vision of what the giants of fashion do on a global scale. Among the representative trends we find three: international growth, of which one-third of the companies added at least one new country to their commercial network; Latin America is considered strategic territory where 34% of the main fashion groups aimed for this continent; and lastly, “transparent” fashion, concerned with sustainability, where 10% of companies worldwide launched initiatives of recycling, and 7% created an “eco” fashion collection.
To inspire us in the global market and to learn from those who “play with all they have” in the fashion industry, The White Room conference, H&M creative lab under Santiago Gutiérrez, Public Relations Manager of H&M for Colombia, emphasized the importance of connecting the entire design team of a company to know what is happening on the street, and how to be inspired in the environment so as to satisfy the real necessities of the client. Stores should become “labs” to test, explore, and get to know the client first hand. Colombians went from buying an average of 7 garments to 22 in the span of a year, which is a challenge to the design team where the client always needs to be center.
Additionally, we had contributions from Sergio Isaza, Technical and Corporate Business Development Manager of Protela S.A.; Esteban Mancuso, Cofounder of TheRealValue, a firm specialized in creating brands and strategies; and Mauricio Marulanda, General Manager of Fájate – Vivell S.A.S, joining the Pavilion by ratifying the importance of the sector and their great achievements.
In regards to Colombiamoda 2017’s aim to discover new talents in the industry, Latinoamérica Habla–the competition for students of fashion design or apparel of Latin America– in conjunction with Cotton USA, recognized their three winners: Juan Manuel Zapata, from Universidad San Buenaventura of Cali, Colombia, with his Green proposal, in first place; Eduin Alberto Montoya, SENA student from Medellín, Colombia and his proposal, Recolectando memorias (Collecting Memories), in second place; and Amarilys Alejandra Angulo, a Venezuelan student from the Universidad Santa María de la Antigua, of Panama and her proposal, Raw Law, in third place. These are the finalists that, in the ninth edition of the contest, met the challenge of lifting up cotton as an inspiration source.
Thus, we will continue our academic agenda the 26th and 27th of July, offering participants a global vision of business, and tools that will allow them to evaluate the pulse of the market in order to make decisions that will transform the sector.
To watch the conferences again click here www.colombiamoda.com or follow us on our YouTube cannel @Inexmoda
The workshops on July 27th, also free, will be for those who have a badge to the Fashion Show.