Traders push to make Philippines Asia’s design trendsetter

Local design and creative industry leaders have agreed to work together under a single brand definition and country image, in a bid to make the country’s lifestyle exports more attractive in the global marketplace.

According to Center for International Trade Expositions and Missions (Citem) executive director Rosvi Gaetos, 55 industry leaders, during a recent workshop, agreed to focus on “demand-driven design development,” to make the Philippines “Asia’s design trendsetter.”

To help the country’s creative exporters strengthen their global branding, Citem tapped the services of Australian marketing specialist Michael Cleghorn.

Joining him in the recently concluded five-day workshop was American merchandise specialist and Imagination Network president Linda Simpson, who helped set the direction for future product development efforts.

In support of this new marketing thrust, Gaetos said a product development strategy under Citem’s Merchandise Specialist Program would be formulated. This strategy is aimed to “(create) exports that meet market demands in terms of design, price competitiveness, and profitability.”

The Citem-organized workshop was held in preparation for the Manila Furnishings and Apparel Merchandise Exchange (FAME) International trade fair on October 16-19.

The theme “One Brand, One Image, One Show” was developed for the October edition of the Manila FAME during the five-day workshop. The top three trends that will be covered by the upcoming trade fair are naturalist, mood indigo, and graffiti, which will set the direction for the development of products to be showcased in the show.

Gaetos said that creative industry leaders, including members of 12 business support organizations, agreed to make their cooperation formal by signing a memorandum of agreement with Citem, also during the workshop.

The 12 groups that signed the agreement include the Association of Negros Producers; Cebu Furniture Industries Foundation; Chamber of Furniture Industries of the Philippines; Christmas Décor Producers and Exporters Association of the Philippines; Hospitality and Wellness Filipinas; Home Accents Group of the Philippines; Philippine Chamber of Handicraft Industries; Philippine Exporters, Retailers and Producers Development Association Inc.; Philippine Exporters Confederation; Fame Foundation Philippines Inc.; Mindanao Trade Expo Foundation Inc.; and Cebu Gifts, Toys and Houseware.

These groups represent exporters in the furniture, handicraft, home and fashion accessories, holiday décor, and fashion industries.