IAF Medellin Convention dives deeper into the fashion industry

In the good tradition of IAF Conventions, the 30th World Fashion Convention

to be held in Medellín, Colombia offers a varied and interesting line-up of speakers. Large internationally operating brands such as Desigual, Disney and VF's brands (i.e. Lee, Wrangler, Timberland and North Face) will share their vision alongside acknowledged experts such as David Birnbaum, Massimo Mazza of McKinsey and Emiliano Duch of the World Bank and innovators such as Stefan Siegel of Not Just a Label.

Each of the speakers will address a challenge faced by the industry and show the audience the opportunities there are to grow and improve business.

IAF Conventions go beyond the obvious topics. Naturally, being in an emerging market, we will hear how fashion companies can make the most of growing markets, anywhere in the world. But Mr. Mazza of McKinsey will also talk about growing business in 2nd tier Latin American cities. Tom Julian of the renowned US Doneger Group will show how the best performing brands are successful in targeting the most coveted customer group, the millennials. His presentation will feature many company examples. Desigual, VF and Disney will tell us themselves what steps they took to become and to remain globally successful, including their use of Omni channel strategies.

The opposite perspective, the way Colombian brands can conquer the world market, will also be addressed. A panel of Colombian companies will discuss their export opportunities. Fernando Pimentel, the executive director of Brazilian apparel association Abit will discuss the opportunities for increased Latin American trade. Irrespective of the trading perspective, all presentations featuring market expansion offer inspiring lessons for everybody. Surely, Stefan Siegel's presentation will be inspiring, showing that with the right online platform, now world class designers from anywhere on the globe can actually sell to a global consumer base!

On the production side the industry is facing enormous challenges of course, facing rising production costs and a need to improve instead of only move production. David Birnbaum will shed his often controversial, but always inspiring light on sourcing trends. Medellín is a great backdrop for the optimistic and entrepreneurial attitude the Convention will have. Medellin has grown from a troubled city into a highly innovative city, praised in a recent Economist article. The fashion industry faces grandiose challenges, but it is full of great examples of companies finding new ways to continue to entice customers, add new value, expand markets and improve its hugely complex supply chain.

The convention is held fromSeptember 29th till Oct. 1st in Medellín. The full program and registration can be found at http://iafconventionmedellin.com. It will prove to be an inspiring convention this year, and a wonderful country to visit!