Page 70 - November/December-2019

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IAF World
Fashion
Convention
Lahore
The 35th IAF World Fashion Convention was held in retailers, and manufacturers from the fashion
Lahore on 12th and 13th of November, 2019. It was industry. The IAF World Fashion Convention is a
co-organised by the International Apparel Federation unique fashion industry event, bringing the topics
(IAF) and PRGMEA (Pakistan Readymade Garment that matter and the speakers that count together
Manufacturers and Exporters Association). This was from both the supply and demand side of the
the first time the international convention was held in fashion industry. Each country and city that hosts the
Pakistan. The theme of the convention was “Building IAF convention showcases the local aspect of the
Competitive Supply Chains Together.” multi-faceted apparel industry. This was especially
presented with a fashion show based on recycled
More than 180 delegates from 15 countries attended materials by students of fashion and textile
the event that showcased activities including institutions at the scenic backdrop of the historic
exhibitions, seminars, conferences, and a fashion Lahore Fort.
show focused on sustainability and featured clothing
made from recycled materials. The convention’s highlights included numerous B2B
meetings, panel discussions on industry issues,
President of Pakistan Dr Arif Alvi inaugurated the workshops and seminars on sustainability and
event, saying that the improved security situation of smoothening of supply flow from vendors to textile
the country and the availability of a huge workforce makers to the end consumer, and the Global
has made Pakistan a prime destination for investors Fashion Award, etc.
and business concerns. He said the country had
tremendous growth potential and welcomed the Global Fashion Award
international attendees to enjoy the city life of the Creative designs by students of fashion were
country as well as the scenic landscapes of the showcased at a fashion show at the Lahore Fort
northern areas. He also invited them to explore the under the IAF Global Fashion Award. The top 10
business opportunities that the country has to offer. contestants from renowned institutes of fashion
Dr Alvi added that Pakistan has always been one of design from across the country were selected to
the biggest clothing exporters in the world and display their designs at a festive fashion dinner and
foreign investors’ interest in the growing Pakistani their creations were displayed at the fort. The show
market is increasing in the wake of vast business was organised by the Walled City of Lahore Authority
and entrepreneurship opportunities. The president (WCLA).
also lauded the employment opportunities that the
country’s apparel industry gave for women and Speakers
special people. Every year, high quality speakers including industry
leaders speak at the conventions. This year was no
Acknowledging that new technology is changing the different featuring speeches, presentations, and
industry, the convention brought together brands, workshops by the chiefs of the IAF, Hugo Boss
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PRGMEA Chief Coordinator Ijaz Akhtar Khokhar was Matrix Sourcing CEO Azfar Hassan spoke highly of
thrilled to host the event, saying, “This is the 35th
the opportunities the event provided, “There’s been
World Fashion Convention, held first time in
a lot of interaction with the brilliant minds that have
Pakistan… The feedback and their compliments
come here from the IAF, from the member group,
Textile Industries, Gerber Technologies, Matrix quite happy with the event, saying it checked all the were extremely positive. I was not expecting this, and from the business community of Pakistan.
people are so happy. We set a benchmark for the
Sourcing, and several others. Keynote speakers right boxes, “We wanted to show the delegates from future events. He added that the convention had There’s been a lot of exchange of cutting edge ideas
included Advisor to the Prime Minister on outside Pakistan what Pakistan has to offer achieved all the objectives of presenting Pakistan’s and we’ve explored the whole process of digitisation,
Commerce Abdul Razzak Dawood, Li & Fung COO nowadays. The other objective was to bring Pakistani soft image, provide networking opportunities for of transparency, and sustainability… The exchange
Wilson Zhu, Federal Secretary of Commerce Sardar and foreign manufacturers together and I think we local businesses with foreign counterparts, of knowledge was very useful and I think a lot of
Ahmad Nawaz Sukhera; Hugo Boss MD Joachim have succeeded.” He was also very happy with the technological information transfer to local people have ideas that they are scared of trying out.
Hensch, Chairman Interloop Musadaq Zulqarnain, decision to hold the convention in Pakistan this year, manufacturers, and raising awareness among local In the conference they hear about people who have
Cotton Council International Supply Chain Marketing “In my experience the Pakistani people from the textile manufacturers about global trends and succeeded with those ideas by being courageous,
Director William Bettendorf, Matrix Group CEO Azfar industry are very friendly and open minded. They demands. He said, “This was a good opportunity for brave and innovative.” He was satisfied that Pakistan
Hasan, Gerber Technology EMEA Marketing Director have the same issues that we have in Western our entrepreneurs to listen and to follow the rules has been presented as a leading sourcing
Yvonne Heinen-Foudeh, Sal Khokhar – the former that are the demand of the world.” destination for international brands.
EVP for Ralph Lauren, Adidas, and Calvin Klein. Europe, for instance… The hospitality was great.
Wonderful venue. PRGMEA did a wonderful job of
The feedback from foreign delegates was hosting us here. So, I go back with a lot of positive
increasingly positive, saying that the event had feelings about this country.”
exceeded all expectations and had set a benchmark
for future events, as it had been the most vibrant and Hugo Boss Managing Director Joachim Hensch said
most well organised event in the 35 years of the IAF
organising these events. Previous events had been
held in several cities of Europe as well as Istanbul,
Mumbai, Hong Kong, Rio de Janeiro, Porto,
Shanghai and Maastricht.
Speaking to TEXtalks, IAF President Han Bekke was
his experience had been very pleasant and he saw
huge potential for investment and business in
Pakistan. He said, “Visiting this conference was a
very inspiring journey. I met a lot of very friendly and
very open minded people. I could sense the wish
and the energy to actually rise, and move, and
improve. I think there is a lot of potential here.”
November/December 2019