1st Fashion business forum was nothing less than I expected!
Heard so many interesting things that I couldn't describe in a single post. To sum up I'll just tell you the key words that kept popping up during the day.
First thing was crisis and economic collapse and how it affected customers and businesses. The outcome could be that now people are searching for the best product at the best price. Value for money that is and conscious shopping. Pascal Bollon emphasized on the fact that consumers crave value for money and not just cheap and that Greek brands haven't collapsed but made adjustments towards that. Consumers just think more something that should make brands wiser. On this matter there was a big discussion about greek female consumers feeling guilty about buying and brands should give them a reason to feel satisfied either by sales or offers. On that matter Colin mc Dowell said that this whole guilt issue is probably a matter of women that don't have their own income.
Also one other discussed matter was the bloggers thing. Actually the whole online marketing/social media issue was highly mentioned by the speakers as an effective way for marketing. Although I don't think that there were many participants which agreed on that. I found mr Gezerlis' opinion on that, though, pretty interesting and open minded, that bloggers are in a way free consultants for the brands and brands could use this at their benefit.
Another thing was about the resort collections and generally the off-season ones and the reason why they sell better than the seasonal .On this matter mr Tseklenis expressed a very interesting opinion that greek designers and brands should go for that as a way to promote the so called greekness. He gave the example of one of his own resort white collection which was the best seller of his career. In the same matter the menswear as a new segment and an easy way to make profit and loyal customers as well.
There was a big dialogue regarding sales and offers reagarding if, when and how they should exist.
Names such as Bernard Arnault, Christian Lacroix, Burberry, Alexander Mc Queen, Bryanboy(!), Ralph Lauren kept coming up nearly at every discussion.
Branding was widely discussed as well and why it is important to establish your brand and invest money on that and how Greece failed to export brands made in Greece in times of prosperity.
Fast fashion and online shopping were discussed as well. Mr Colin mc Dowell expressed the opinion that online shopping doesn't offer the whole feel good factor which is being around other people, and that's why it has limited time of life. I could spend a whole post dedicated to his speech but I'll just highlight some points that really caught my attention.
-Fashion is old fashioned
-Fashion is no longer privilege of the rich but right of the young
-We use clothes to impress others
-Lust for fashion is artificial
-Fashion business is immoral and manipulative
-Western fashion is dying
-China is the new big market
-Designers cannot be taught.It's either you have it or not.
Last but not least terms as customization and personalization according to mr Bollon should be considered as ways to overcome crisis.
Bloggers were tweeting live from the conference and you can read it all here
Invited bloggers: Alleca Rox, Battered couture, Eye candies, fashion algorithms, fashion architect, fffffashion mixxx, Life full of fashion, Life in Athens, Little Stylist, Mary Jane Girl, Ordinary pulse, Posh Fashion, Smells Like fashion, Spottedm,,Sugahspank, The way I do, Wardrobe recycle
Of course extra points for fellow blogger and the producer of the conference Irini who rocked today, as she always had a good and very well placed point at what she was saying!
Of course thank you Buldoza and Boussias communications !