Manila Fame set in October

MANILA, Philippines - “Trend right, trend now,” urged Michael Cleghorn in the first of a series of workshops hosted by the Department of Trade and Industry (DTI) through the Center for International Trade Expositions and Missions (CITEM) to synchronize the country’s efforts towards making the October edition of Manila FAME International a bigger show with a greater sense of a commercially driven product exhibit.

CITEM executive director Rosvi Gaetos, in keeping with the direction to position the Manila FAME International as a design trendsetter while, at the same time, enhancing opportunities for an increased export sales, has enlisted the services of one of the world’s most sought-after brand and product development experts in furniture and homeware, Michael Cleghorn.

Seeing the critical need to enable manufacturers to produce and showcase quality collections in October, Gaetos says, “Cleghorn is tasked to mentor local manufacturers in improving their brand image and product design within the standards at par with the world’s best.”

Having worked with leading retailers such as Freedom (Australia), Crate and Barrel (USA), House of Fraser (UK), and Printemps (France), Cleghorn is expected to introduce a better and more defined brand essence and personality of the Manila FAME International and the Philippine furniture and houseware industries. As part of the Merchandise Design Consultancy Program of the October show, he will also get into the details of instituting sophistication in brand and product development of 30 selected exhibitors, as well as provide guidance on the best commercial application of exhibition spaces.

Details of various lamps and metal wire frame by Kalikasan Crafts. Manila FAME International, the flagship project of CITEM, will be held on Oct. 16 to 19 at the SMX Convention Center in Pasay City.

“The goal is to bring to the fore the Filipino sense of class for each and every product to be featured in Manila FAME International,” emphasizes Gaetos, as Cleghorn also pointed out that “the potential of great Philippine-made products is exciting, and because the process of making work product development takes about three to four years, the workshops are just about the initial step to embracing opportunities for proper branding, noting that branding is all about reputation, not just logos and slogans.”

“Trend now is where the big dollars are,” Cleghorn pointed out. “I’m looking forward to helping the country increase its exports and see it prosper,” he mused, as he asserts that the potential of great Philippine-made products is exciting, and the focus should be on what buyers want and that great attention should be paid to the current demand of the market. “The workshop is just the start. And the expectation is that once we’ve got all these great inspirations done all the stakeholders will have to get busy to get ready in time for October.”

Also sharing her extensive knowledge on product design and development is Linda Simpson, who is currently the president of Imagination Network based in Massachusetts, USA. Having started as a buyer for Bloomingdale’s, her career skyrocketed; she became vice president of product and creative development for various companies prior to her current position.

Simpson will aid in developing at least three product collections for 30 participating exhibitors in the Merchandise Design Consultancy Program. Banking on her expertise in gifts, holiday decor, tabletops and fashion accessories, she will provide consultation sessions focused on merchandise innovation and knowledge transfer on product development technology.

Marykel creates accessories from recycled products.

The Manila FAME International, the flagship project of CITEM, has been instrumental in the development of Philippine home and fashion lifestyle industries for more than two decades. Set for Oct. 16 to 19 at the SMX Convention Center in Pasay City, it is the only accredited event in the country by the Union des Foires Internationales (UFI), a Paris-based association of trade fair organizers.

Experiencing a 45 percent increase in comparative sales from April 2010 to April 2011, Manila FAME International is gearing up for a bigger and more exciting show for its 54th edition this October through expanding design-driven merchandise and introducing new export-ready companies. For more information on Manila FAME International, please visit www.manilafame.com or email manilafame@citem.com.ph.