Implementation of the 10th EDF Regional Provate Sector Programme

ENHANCING COMPETITIVENESS AND PROMOTING INNOVATION

of the opportunities available for Caribbean architects in using ‘green’ architecture and ethnic material for design. A key contact was made during the showcase with the Royal Institute of British Architects (RIBA). Discussions focused on the importance of having a better mutual arrangement between CARIFORUM and British architects, as well as further collaboration with the Federation of Caribbean Association of Architects (FCAA), a regional architecture organisation with members from CARIFORUM, Cuba and the FCORs. Caribbean Essence was designed to facilitate the entry of Caribbean fashion and jewellery designers into the European Union (EU), through utilisation of the CARIFORUM-EU Economic Partnership Agreement (EPA). In its maiden showcase, thework of six designers was unveiled during the African and Caribbean Business Experience Expo (AACBE) in London on August 4, 2012. The platform sought to build on the momentum generated during the presentation, ‘Caribbean Collections’ at London Fashion Week, which was held in February 17-22, 2012, in partnership with Jamaica Promotions Corporation (JAMPRO) and the Caribbean Fashion Industry Association (CAFIA). Caribbean Essence Showcase - Fashion

drennaLuna from Jamaica, and Meiling Inc. from Trinidad and Tobago. Their work was complemented by accessories from Veve Collection in Haiti, Atelier Doré in Suriname, and Ibis Ceramic Jewellery in Trinidad and Tobago. On this occasion, Caribbean Essence took the form of a runway show, with top United Kingdom (UK)-based models showcasing the collections. The objective of Caribbean Essence was to create market positioning opportunities and tangible leads for potential business partnerships for Caribbean designers within the UK and the rest of the EU. This is achieve through a live showcase of their collections and networking sessions. The London event also presented a view of the fashion design potential that is available within the Caribbean, highlighting variety of design and market versatility; provided designers with an enhanced view of the technical and management skills needed for success in the global fashion industry; and identified future intervention tools and opportunities that Caribbean Export could develop to better assist regional designers to better position themselves in the world markets. Building on the London experience, the Caribbean Essence platform showcased five fashion designers at The Gallery Runway Fashion Show in Berlin, Germany from July 2-4, 2013. Designers for this event included Fifth Element Designs from Barbados, Oriett Domenech from the Dominican Republic, drennaLuna in Jamaica, and Heather Jones Designs and Meiling Inc. from Trinidad and Tobago. Subsequent to this initiative, four designers received contracts for the distribution of their designs in Germany and other countries within the EU. The objectives of participating in the initiative were to: present the collective brand of “Caribbean Essence“ to buyers in the European Union market, in order to identify potential business opportunities in the industry; enable CARIFORUM designers access to one of the premier buying trade shows for the boutique market in the world, thus providing opportunity to generate potential business orders; enable the participant designers to gain a better understanding of doing business in the various EU markets through the provision of pre-trade fair coaching; source and invite additional buyers within the European Union to visit designers exhibiting at ‘The Gallery’, in order to enhance the potential business that could be realized for them during the trade fair; and establish long-standing relationships with buyers in the European Union for future events that Caribbean Export coordinates in the creative industries, in this case with the fashion boutique market. Participants in the 2015 hosting of Caribbean Essence were able to take of advantage of the designer coaching, market research, EU Buyer Directory and marketing services that were available. Immediate outcomes including the signing of contracts by three designers among Boutiques, Retail Buyers and Distributors

Participating fashion design houses were Sonia Noel Designs from Guyana,

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