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17/07/2006
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Design: much more than just an attractive appearance
On Saturday, 22 July 2006, as usual one day prior to the opening of BODY LOOK with bodytex (23 to 25 July 2006), the IGEDO Company Düsseldorf is inviting the trade, industry and media representatives to the 11th Innovation Forum in the North Rhine-Westphalian fashion metropolis. The theme of the sector platform, which is unique nationwide and will be held in Room 3 of the Congress Center Düsseldorf CCD South: Design – a must have?! A question of price and/or design? “Particularly in difficult times, the power of creativity, in other words design, offers the trade an exorbitant possibility of drawing the customer's attention to its products“, said Frank Hartmann, Chief Executive Officer (CEO) of the IGEDO Company, explaining the range of themes. Around 300 visitors are expected to attend the lectures, for which the trade fair company has once again enlisted the services of renowned experts.
The event will be kicked off by Maryan Mehlhorn, Managing Partner and Chief Designer at the maryan beachwear group, Murg, who together with her husband Thomas Mehlhorn, has guided her company’s swimwear fashion label to international success through a strict, rigid focus on fashion and functionality as well as consistent personification. In her lecture she will prove that design and functionality do not necessarily have to be contradictions, but that the combination of these two apparent extremes can produce a successful liaison.
Looking beyond one's own horizon
“Only someone who also risks taking a much broader look at things, discovers something new and innovative“, the successful underwear and lingerie specialist retailer, Claudia Rüdinger, is convinced of the validity this statement.
It is exactly this look beyond one's own horizon which the Düsseldorf business woman risked eight years ago, and in so doing at a – non-sector related – trade fair, came across the “Vive Maria” label created by designer Simone Franze. Simone Franze, Claudia Rüdinger and the Potsdam trade agent Brenda Boos will report on the successful design cooperation which came about as a result.
“Early presentation procures design headstart”, that is the title of the lecture given by Wolfgang Klinder, Executive Director of munich fabric start, Munich - a controversial and provocative thesis, because in times of product piracy design runs the risk of being copied in the Far East within no time at all. A risk which must be taken according to Klinder, because only when a new design and the idea associated with it are jointly supported and promoted at an early enough stage, can it ultimately develop and assert itself really successfully.
Appetite alone is not sufficient – Design also has to taste good
Mara Michel knows what she is talking about when she refers to the customers’ taste worlds in her lecture. After all, the Executive Director from the Association of German Fashion and Textile Designers (Verband Deutscher Mode- und Textildesigner, Würzburg,) advises the industry and trade on matters of collection optimization – from the concept to Point of Sale. Analyses conducted by her association have revealed that there are four clearly different style worlds which markedly influence the purchasing behaviour and patterns of today's customers. If you want to specifically target customers, the product ranges must clearly reflect these four taste areas. In this connection, it is not sufficient to arouse an appetite for design, the product must also taste good. In other words, it must generate a long-lasting sense of well-being.
Under the headline “Brand and design – without individual style, no impression and expression“, Mark Bitzer, Executive Director at Eva B. Bitzer GmbH for the Fürstenberg Division, Winterlingen, will convey the immensely significant role, which the unmistakable features and with it the typical design of a brand, play in the success of the same. “Particularly with a niche supplier such as Eva B. Bitzer GmbH, the product and product range policy is the success criteria. To cultivate it as something creative, innovative and identical, in other words, with a recognition value, is an increasingly important task for every company today“, said the graduate textile and clothing technician.
After Sylvie Nützel-Lange, Marketing and Fashion Consultant for Invista (Germany), Frankfurt/Main, has acclimatized listeners for the 2007 Spring/Summer order session with her trend lecture, Sabine Schommer, Project Manager/Director BODY LOOK, Düsseldorf, will conclude the speakers’ line-up. She is devoting herself to the theme entitled “Mass instead of class or more courage to perform and produce results?” and will be presenting the latest results of trade fair market research in Europe. In this connection, one thing becomes clear: “style, philosophy, design and trade fair presence produce communication-identification in the first place - and the indispensable value added for the entire sector“, concludes the Project Manager.
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(Fonte de informação: Modemedia)
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