It's in the Genes

A seminar, Fashion Brand "DNA" Past & Present,  attracted more than 60 executives and managers of established brands, retailers and manufacturers from the fashion industry.  They included Azona, Gazelle, Leadstyle, Pacific Brand, Parasol, SBS Zippers, Swarovski, Valija Gitana and Walker Shop.  The event was held alongside the Fashion Access exhibition in  Hong Kong in October and was organised by APLF.      The seminar helped participants understand the importance of achieving brand coherence and consistency to build a strong, durable and successful brand.  The input provided by the "Brand Analysis" theme enabled them to approach an understanding of how to analyse and comprehend the essence of a brand by exploring the fashion brand's essential components, namely its DNA, CODES, IMAGES and VALUES.  The seminar finished with a concise "Who's Who" of today's top fashion house artistic directors that concluded the topic in a rich visual way. Jayne Esteve Cure, who conducted the seminar, has created numerous vocational conferences, short courses and training programmes on fashion culture and trend issues.  Through her analysis of various international brands, including Chanel, Balenciaga, Dior, Gucci, Chloe, Stella McCartney, Jean-Paul Gaultier, Vivienne Westwood, Swarovski and Louis Vuitton, participants learned how to differentiate between, and combine, elements that can be immaterial/irrational or material/rational, and understand how, together, these make-up a "brand". If you wish to contribute to the APLF News, with your experiences in the industry, your observations, or general thoughts on the direction the industry is going, we would like to hear from you. Email: aplf-news@aplf.com How long has your company been attending APLF? If you wish to be involved in the celebration of the 25th anniversary of APLF, we would like to hear from you. Email: aplf-news@aplf.com. Subject Headline: APLF 25th Anniversary