Traders, designers urged to collaborate

The Department of Trade and Industry (DTI) has challenged local businessmen and designers to collaborate in coming out with distinctive designs for Philippine brands competing in the international market.

Trade and Industry Secretary Cesar Purisima stressed that "innovative and attractive designs are essential in drawing customers and developing brand loyalty."

He said while several Filipino industrial and fashion designers have attained world-class status, much still needs to be done to help other creative and talented designers to break into the world market.

"The challenge then is to turn these talents and capabilities in coming out with best-selling products abroad," Purisima added.

He cited the case in the United Kingdom wherein government embarked on a program which pooled the business and creative communities together to gain prominence.

The program overhauled the British Design Council as it shifted strategy from merely promoting design to convincing businesses to adopt them for their branding campaign.

However, the entire effort took about 10 to 15 years to finally take off. "Although there is a big difference in the level of development between the Philippines and UK, there are valuable lessons that Filipinos can pick up," Purisima said.