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Wednesday Sep 25, 2024
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Sri Lanka Design Festival’s much-talked-about South Asian Apparel Leadership Forum is scheduled to take place Saturday 5 December at SLECC. With an impressive line-up of international speakers, the forum aims to deliver valuable and exclusive knowledge on brand building under the theme ‘from manufacturing to branding’.
Among the renowned personalities speaking at the forum is Peter Ingwersen – the former LEVIS director for Europe whose several decades’ worth experience on building global brands is now to be shared in Sri Lanka. Peter is a Danish fashion designer whose career began with Levis – Brussels in Belgium where he worked for almost 20 years. Peter’s remarkable insight and flair for building brands and making them a success among fashion consumers propelled him towards becoming the director of Levi’s Europe.
Peter was also the managing director of the label Day Birgeret Mikkelsen and founded fashion label Noir and the cotton fabric brand Illuminati II with the aim of combining luxurious fashion 
with ecological responsibility and sustainable practice. Peter is highly passionate about Sri Lankan fashion and the immense potential it holds to deliver something unique to the world. During an exclusive interview, Peter spoke about the potential he sees in Sri Lankan fashion brands to move to the global frontier and gave a preview into the exclusive knowledge that he is looking to share at the forum on the same topic.
Q: Why do you think Sri Lanka is uniquely positioned to pursue a brand-led future in fashion?
A: Sri Lanka has a past as an authority in manufacturing for global brands and has demonstrated that quality and good pricing were compatible. Sri Lankan manufacturers have delivered margins internally but also to the international brand that sourced out of Sri Lanka. The future however, will not be as successful for pure manufacturing in Sri Lanka as the general salaries are increasing and consequently growing the standard of living, and thereby forcing loyal international brands to find alternative countries for production as the cost will not be competitive in the future out of Sri Lanka.
This forces Sri Lanka to rethink the business model and drive innovation in order to add value to the 
international brands in the future. This innovation can be technical, design driven or financial. Alternatively; with years of experience in producing for international brands, the manufacturing and production line established in Sri Lanka and access to design talent locally; Sri Lanka could drive innovation and grow business by creating a new business model by introducing own brands to the international market.
Sri Lanka almost has all that it takes in order to build successful international brands of their own. The key will be a cultural shift at the manufacturers who will have to learn to focus on the consumer instead of the brands; moving from B2B to B2C.
Q: It has been predicted that one of the new revolutions in the fashion world will arise from a brand in Asia. What is your view?
A: There is no doubt that tables are turning these days. Europe and the US have long been creating brands and selling them globally. With the rise of the BRIC countries and especially China developing an insight to the local consumer behaviours; it would be an easier task for them to address a global consumer. However the question is if the world needs another price conscious brand. There are a lot of them already in existence and big fashion retail chains already dominate the US and Europe. I think the global fashion consumer is looking for a great price but with value added innovation. This is where Sri Lanka could play a role; bridging design, the textile and manufacturing sector and the local arts and crafts and adding value to well price positioned products.
Q: With your experience in building international brands and consumers in Europe, what do you think is the uniqueness a South Asian brand can bring in opposed to European brands?
A: Right now the uniqueness is the potential to benefit from an already manufacturing line, design talent and local arts and craft; creating a price alternative to fast fashion labels with little soul in their product offerings traditional arts and crafts but redesigned for a European and US consumer.
Q: You’re scheduled to speak at the upcoming South Asian Apparel Leadership Forum at SLDF 2014. Can you give us a short preview into the ideas and knowledge you’re hoping to share based on your vast experience in managing fashion brands?
A: I will predominantly be speaking about the importance of getting to know what drives a western consumer. Price is important but even more importantly is the emotional message associated with introducing brands to a very discerning and spoiled consumer.
To hear more from Peter Ingwersen, former director of LEVIS Europe, join the South Asian Apparel Leadership Forum on Saturday, 6 December 9 a.m. at SLECC. If you are an apparel industry professional, fashion designer, fashion entrepreneur or if you are looking to launch your own brand, this forum will provide the fastest path to your brand-led future. For tickets and more information, call SLDF Secretariat on 0115867772/3, visit them at 29, Lauries Road Colombo 4 or log on to www.srilankadesignfestival.com.
Sri Lanka Design Festival 2014 will be held between 5 to 7 December at SLECC, Colombo with the Ministry of Economic Development, Export Development Board, Sri Lanka Tourism and Sri Lanka Apparel as Key Stakeholders. Brandix Lanka Limited and MAS Holdings are the Official Fashion Industry Patrons while other supporters include Coats Thread Lanka – Official Thread & Zip Partners, GT Nexus – Official Technology Partner, Daily FT/Daily Mirror/Sunday Times- Official Print Media, MTV/MBC – Official Electronic Media, Mount Lavinia – Official Venue Partner, Triad – Official Communications Partner and Cheryl Gooneratne Hair & Beauty Academy – Official Hair & Makeup, Sunshine Travels – Official Travel Partner and Pico – Official Exhibitor Logistics Partner.
