Digital transformation is disrupting businesses on all fronts, including the realms of design and fashion. In line with this trend, brands and companies in these creative fields are now utilizing digital marketing and ecommerce as fast yet cost-efficient means to promote and sell their products to various audiences across the globe.
Embarking on its own digital transformation journey, the Center for International Trade Expositions and Missions (CITEM), the export trade promotion of the Department of Trade and Industry (DTI), is now taking advantage of digital marketing and ecommerce in bringing Filipino ingenuity and craftsmanship to the international stage.
“Instead of worrying that the digital landscape will soon take over, CITEM will embrace the transition and use this to our advantage. Expect a reinvigorated digital at the coming editions of Manila FAME,” shared Pauline Suaco-Juan as she detailed the direction of CITEM and its signature events moving forward. “Manila FAME will have a new look that will be emblematic of how we like to brand Manila FAME as the pre-eminent trade show for furniture, houseware, fashion, gifts, beauty, and wellness.”
Recently, the April 2019 edition of Manila FAME, held from 25th to 27th at the World Trade Center in Pasay City, tapped on ecommerce. “For this edition, we are cultivating and capacitating a group of about 22 Philippine fashion brands which presence is primarily on ecommerce. What we could do for them is to bring them together because we believe that there is power in numbers. We also want to bring to them services from the DTI, particularly the registration of their intellectual property. Some of them are just gung-ho entrepreneurs who love fashion, but really do not have a business degree. This initiative goes beyond the 69th edition, hoping that we can use these fashion brands, grow them, and raise the flag of Philippine fashion,” she added.
Recognizing the reality that the Philippines is a melting pot of artisanal designers, Suaco-Juan is confident that the country has always something bold and new to offer. She also believes that the Internet and social media can be used in understanding the needs and preferences of clients better.
Last year’s October edition of Manila FAME saw the launch of two new digital platforms: the Manila FAME application and the Touchpoint website. The app is already available for download on Google Play for Android and Apple’s App Store for iOS devices. The app serves as an efficient channel for business-matching, buyer-exhibitor interaction, and subscriber updates. Touchpoint, on the other hand, focuses on the intricate narratives behind the products, designers, and companies that have been part of Manila FAME over the years.
MAIN PHOTO: CITEM executive director Pauline Suaco-Juan with Manila FAME creative director Vince Uy, together with designers Maco Custodio, , André Chang, Nix Alañon, and Stanley Ruiz.