Designer brands seek cooperation in regional marketing
Designer brands seek cooperation in regional marketing
Brand-name clothing designers in the country should now have more channels to drive sales through cooperation with overseas fashion events in an attempt to expand their regional appeal.
Designer Mr Bin suggests that Lao designers will now have more opportunities through invitations to attend competitions for clothing design and various fashion shows in neighbouring countries.
Recently a few local designers have been invited to compete in the 2017 AirAsia Runway Ready Designer Search which was extended to all 10 Asean countries and signals the opening of more channels that designers can develop their ideas and ultimately expand their marketing throughout the region.
Mr Bin believes that brand-name clothes here have the potential to enter into the expanding international market if these designers are more willing to seek common markets together.
In particular, Laos has joined the Asean Economic Community which could further the flow of international brands in the country and therefore contribute to more fashion events that could serve as a conduit for exchanging ideas in the region.
He agreed that clothing makers in the country should hold fashion shows more often or sometimes in cooperation with other countries to show off local brands on international catwalks.
This will be partly to increase local fashion visibility in other countries while also reducing the chance of more people within the country purchasing the designs of other international brands that are of equal quality.
According to a Vientiane Fashion Week organiser, the country is rapidly developing its designers and that there are many new talents that are improving the quality of their clothing designs especially those using more �traditional� fabrics like silk to make an interesting case for overseas marketing.
She was also confidant that cooperating and attending fashion events both at home and abroad would increase the chances of local designers showcasing their clothes and perhaps capturing a share of the international market.
However, the Ministry of Industry and Commerce reported that the value of exported Lao clothes in 2016 had decreased from US$ 151 million to US$127 million.
Unfortunately it estimates the value of the clothing industry will continue its decline slightly this year to US$ 115 million.
