RP companies join
Dubai fashion exhibit
By Eric Quay Evano, contributor
INQ7.net

GTEB officers pose with officials of the Philippine Embassy

FOR the first time in the Middle East, the Philippines successfully participated in the highly attended and prestigious MOTEXHA Fashion and Textiles Trade Exhibit held in Halls 1-3 of the Dubai International Trade Center from September 7 to 10.

MOTEXHA, now on its 26th year, is the leading fashion, textile, leather, and accessories trade show in this region since Dubai is considered to be "at the crossroads of many international markets." It is an annual event where fashion and textile companies from all over the world gather to showcase their country's fashion and garment-related products like ladies and men's ready-to-wear, textiles, sportswear, leather goods, footwear, bridal wear, children's wear, accessories, lingerie and swimwear, uniform and specialty clothing, retail outfitting, fashion brands and franchises. The exhibit featured 500 exhibitors from 30 different countries while approximately around 5,000 trade buyers and guests visited the four-day exhibit. It also featured daily Silk Road fashion show from China, Launch Pad Fashion Shows that highlighted the latest collections from international fashion labels, and Eurotrendz, which showcased high fashion from European exhibitors.

The Philippines, one of the new participating countries like Vietnam, Romania, Hungary, Bulgaria and Estonia, had fourteen stalls situated near their fellow Asian countries China and Pakistan displaying diverse and distinctly Filipino products ranging from handmade fabrics and accessories, home furnishings and clothes, to high-quality sports bags and shoes. The mostly Manila-based Filipino companies which participated in the event were: Jubanitex Inc., E.M.S. Lively Arts, Amelia Embroideries Inc., Central Apparel Manufacturing Inc., Yellow White Garments, D & A International Corporation, Hagonoy Sports International Inc., Garments & Textile Export BD, New River Apparel Inc., CB Creativity Manufacturing Philippines, Philippine International Trading Corporation, Altitude 88 International Inc., Maripaz, Plains & Prints, and Asia Embroidery Inc.

The participation of these fourteen Filipino companies and 25-people delegate in this prestigious trade show was made possible through the efforts of the Garments and Textile Export Board of the Philippines. GTEB, as it is popularly known, has for years been the active force in seeking out potential international markets and foreign trade fairs for the Philippine's fashion and textile retail and manufacturing business industry. Although one or two of the aforementioned Filipino companies have previously joined the exhibit, it was the first time that the Philippines was legitimately represented as a participating country with an adequate number of traders and products.

SOME of the Philippine stalls at the exhibit

According to Marian Santos-Nash, International Marketing and Project Consultant for GETB and the Foreign Buyers Association of the Philippines (FOBAP), this exhibit was unquestionably a good exposure for Filipino products in the Middle East market, a staggering 11.4-billion-dollar industry sector. She added that the main purpose of the Philippine's participation in the event is basically the introduction of Filipino products to this region since the Middle East has been an untapped commercial hub for Filipino businessmen. The Philippines as a country has always exported goods and done excellent trade and commerce with its two major target markets Europe and the Americas but not the Middle East. This stems from the fact that when Middle East comes to mind, many think only of oil and deserts, and are apprehensive of doing business in this place because of the regular violence and Islamic extremism that permeate in the region. However, upon seeing Dubai -- "the premier luxury tourism destination in the Middle East" -- they as a group personally witnessed the overwhelming business potentials and opportunities abounding in this country plus Dubai, a multi-cultural open city, is a direct business gateway to Europe.

Marian pointed out that what is important now, in view of the fact that these Filipino companies have gotten sufficient ideas of what the Middle East market is all about, is to customize everything about their businesses so that they can easily adapt to the needs and wants of the local market. They should move from product niche to market niche; focus on product development to suit the intended local markets; redesign and refocus the prices, quality and assortment of goods; and improve on the flexibility of networking of materials. After all of this has been done, follow-up group-participations in similar shows are in order and should be consistently done to make the Middle East market become more accustomed to the presence of Filipino products and businesses.

One possible business undertaking the group is looking at is the consolidation of human resources and production support by linking up with overseas Filipino workers such as Dubai-based designers who already know the marketing, fashion, and designing trends of the country where they are working. This would not only ease the flow of business, since less time will be appropriated to studying the local market -- which products and designs would sell - but in addition supplement the livelihood of their expatriate compatriots.

Once established, this could create excitement in the Philippine business scene and open the doors to other Filipino products in the Middle East market. If this pushes through, these business endeavors would certainly give a boost to the current down-sliding economic status of the Philippines for it would entail manpower thus creating jobs for people and beneficial trading relations with other countries.

Overall, the MOTEXHA Autumn 2004 Fashion and Textiles Trade Exhibit was a great happening for the GTEB and Filipino participants to meet new suppliers and manufacturers, be introduced to new and established international fashion brands and franchise opportunities, learn new developments in the fashion and textile industries and the latest market trends in design and product materials, acquire global sourcing in terms of wholesale products and contract manufacturing, and to find new business partners for the betterment of their business and the Philippines as well.

The GTEB and these fourteen enthusiastic Filipino companies have already been invited by the Philippine Business Council-Dubai to participate in the Philippine Pavilion in next year's Dubai Shopping Festival (DSF) Global Village and are already considering participation in the event. This could be another chance for the Philippines to make an impact and a lasting impression in the Middle East bustling and booming business scene.

For further information regarding this biannual trade exhibit, kindly visit MOTEXHA's website at www.motexhaonline.com