CITEM taps international experts to enhance brand, design of Phl lifestyle exports

MANILA, Philippines - The export promotion arm of the Department of Trade and Industry (DTI) has tapped international marketing experts to strengthen the brand of the country’s lifestyle exports and set a new direction in product development based on global market demand.

The move, according to Center for International Trade Expositions and Missions (CITEM) executive director Rosvi C. Gaetos, was intended to ensure the saleability of the country’s design-intensive exports and sustain the industry’s profitability and growth.

Gaetos said Australian marketing specialist Michael Cleghorn had just concluded a workshop for 55 industry leaders who agreed to work together under a single brand definition focusing on “demand-driven design development” and reinforcing the country’s brand image as “Asia’s design trendsetter.”

The workshop participants were leaders of business support organizations representing furniture, handicraft, home and fashion accessories, holiday décor and fashion.

These were the Association of Negros Producers, Cebu Furniture Industries Foundation, Chamber of Furniture Industries of the Philippines, Christmas Décor Producers and Exporters Association of the Philippines, Hospitality and Wellness Filipinas, Home Accents Group of the Philippines, Philippine Chamber of Handicraft Industries, Philippine Exporters, Retailers and Producers Development Association Inc., Philippine Exporters Confederation, Fame Foundation Philippines Inc., Mindanao Trade Expo Foundation Inc., and Cebu Gifts, Toys and Houseware, among others.

With them at the workshop were DTI and CITEM officials and prominent designers that included Inno Sotto, Lulu Tan-Gan, Milo Naval, Tony Gonzales, Ann Pamintuan, Jinggoy Buensuceso, and Wataru Sakuma.

The five-day workshop also constituted a strategic marketing initiative to develop “one brand, one image, one show” for CITEM’s flagship event, the Manila Furnishings and Apparel Merchandise Exchange (FAME) International slated at the SMX Convention Center on Oct. 16-19.

Manila FAME International’s new brand essence, according to Gaetos, will be unveiled in a sneak preview at least a week before the event.

The new brand definition serving as a market positioning line was practically arrived at after the workshop where the once divided participants had made good on a previous agreement to unite themselves into Manila FAME.

The memorandum of agreement was signed between CITEM and 12 business support organizations representing the design-intensive export industries and witnessed by DTI Secretary Gregory L. Domingo.

CITEM’s signature event, the bi-annual Manila FAME is the country’s premier and longest-running international trade show for lifestyle exports. More details at www.manilafame.com or email [email protected].

Manila FAME is the country’s only international event accredited by the Union des Foires Internationales, a Paris-based association of trade fair organizers.