The fashion industry supported knowledge at Colombiamoda, Colombia’s Fashion Week®

  • -A total of 10,168 people were empowered with knowledge at the most important fashion and business trade show of Latin America.
  • With 12 conferences the first day, and 10 the second, the Inexmoda – UPB Knowledge Pavilion ratified the importance of keeping up-to-date and sharing knowledge in the national industry.
  • Twelve practical and dynamic workshops for businesspeople closed the third day of academic programming at Colombiamoda, Colombia’s Fashion Week®.
  • The topic of this year–centered on strategy, business models, and chain of value–turned out to be a great attraction for the visitors.

July 2017. Once again, the Inexmoda – UPB Knowledge Pavilion ratified the importance of creating learning and updating places for the players of the Fashion System.  The academic quota of Colombia’s Fashion Week impacted close to 8.300 individuals via streaming and approximately 10,168 on-site visitors during the three days of the Trade show: 9,518 at the Metropolitan Theater, and 650 at the practical workshops.

It is gratifying to know that people truly want knowledge and are ready to learn.  The Inexmoda – UPB Knowledge Pavilion demonstrated the Colombian industry’s potential, and reiterated that it can be done, showing how brands have survived in an industry with a most rapid change.  We verify the importance of strategies and business models for a well-articulated chain of value, for achieving profitability, sustainability, and competitiveness,” concluded Luz Adriana Naranjo, Director of Strategic Transformation at Inexmoda.

Precisely, one of the Pavilion’s goals was to divulge the industry’s new dynamics through the New Game, beginning this focus from the production point. Jaime García, Director of Producción Texmaquila, explained that timeliness and demand response in real time are fundamental for creating a connection with the client.  García spoke of restocking by request or Demand Driven, understood as a multi-level methodology of planning and execution of supply and demand.  This helps to create teamwork and value in any productive chain; it aligns the operational model with market requirements and potential, besides increasing sales levels up to 20%. It also decreases inventory totals up to 60%. The entrepreneur summarized his statement citing Michael E. Porter, affirming that “competition is not between company and company, but more likely between supply chain and supply chain”.

In the same way, Juan Pablo Riaño, Operations Director at Artextil, complemented the topic of timeliness in response, arguing that what is now important is “to be as quick as possible, doing the right thing, at the right moment, and in the right amount.”

Likewise, resuming the importance of focusing on strategy and each of the processes for improving client’s lives, Margarita Arango, Regional Manager of Crepes and Waffles, told us how the enterprise connects with clients.  The businesswoman emphasized that “if there is no client, there is no business”. With this conference, the Inexmoda – UPB Knowledge Pavilion sought to learn from industries other than the textile-apparel industry, in order to be inspired by others that also focus and center their business model on the client.

On the other hand, the third day of the academic schedule offered a dynamic place which provided tools that allow entrepreneurs to turn their brands into profitable and sustainable companies.  The workshops put into practice what was learned during the first two days.  Not only students and fashion-lovers, but businesspeople of the sector had the opportunity to “leave the office” and apply new concepts to their decision-making.

The workshop entitled “Diseñando nuevas formas de venta para un mundo híper-competitivo” (Designing new ways of selling for a hyper-competitive world) by María Alejandra Álvarez, Katherine Ramírez, and David Arango, three innovation experts, taught the participants that delivering a product in the traditional manner is no longer enough; more than the product, it is the experience generated that causes memory, and, equally important, thinking of surprising ways to deliver the product to the client and changing standard prototypes.

Along the same lines, there was the workshop, “Cómo diseñar experiencias que enamoren a tus clientes” (How to design experiences that will enamor your clients), led by Claudia Marcela Hernández, an Innovation Consultant certified in more than five world-renowned technologies. She highlighted the most important client insights to the participants, showing that through emotional links they can create a memorable brand and experience.  She shared that motivations will enamor a client, taking into account that 90% of them are created by emotion and not by reason.

On the other hand, well-known brands also added to the Colombiamoda 2017 workshops, where Maaji brought its marketing and design team to demonstrate how a product is created, showing what is behind a swimsuit. Maaji reiterated the importance of linking the marketing and design teams within a company for response to a client’s needs; from there comes the importance of having an attuned chain of value where innovation and creativity make up part of each link.

In a dynamic way the Knowledge Pavilion offered students—entrepreneurs—teachers–design, marketing, production, commercial equipment professionals–and business people tuned to the Fashion System–a place to learn, discover, and become updated with what is happening in the industry, a refresher course for topics and concepts on how to reinvent and orient their actions, businesses, and relations in a strategic way.

The Inexmoda – UPB Knowledge Pavilion continues to connect knowledge, in order to empower the Fashion System.

To view the conferences again, go to or  follow us on our channel at Youtube @Inexmoda

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