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CARIBBEAN EXPORT DEVELOPMENT AGENCY - CREATE 02FASHION -MASTERINGTHEARTOFSTYLE

The potential for mass production of fashion garments in the Caribbean is attainable. Martin’s fashion line, Drenna Luna has achieved significant growth over the years. Only one year since her first showing in 2009, Martin started retailing locally to boutiques. Finding buyers was not difficult she notes but Martin was strategically selective. Selling directly transitioned Drenna Luna’s business model and Martin opened a studio. This enabled the designer to embrace ecommerce and Drenna Luna is positioned to partner with a buyer in the United States to retail the Jamaican brand online to the US market. Hoping for the rebirth of the Jamaica shopping network or a similar entity, Martin hopes regional businesses are able to sell to international audiences through the web more frequently. To the Drenna Luna entrepreneur, the Caribbean needs to be perceived as a viable source for fashion, she believes this will strengthen trust when approaching buyers and establish a better market trade. Her vision for the Caribbean and how it is perceived is one strongly shared by those at Caribbean Export who suggest that building recognition for the region lies in the effective promotion of Caribbean talent and product. “We cannot want to see a change in the prospects for the region if we continue to do and promote the same things we did 30 years ago. Being able to demonstrate the diversity of the regional brand is and must be about showcasing the creative talent which drives that diversity,” explains, Pamela Coke-Hamilton, Executive Director of Caribbean Export. The ability for regional designers to penetrate the international market has many hindrances however – using all imported products increases costs, the precarious sliding value of the dollar, concerns with quality and the challenge

of consistency, among others. “There is still a long way to go,” according to Martin, yet she is enthusiastic. “The Caribbean needs to establish our own brand, label, identity. Starting here and growing internationally with serious commercial presence and significant exports.” * The fashion industry directly contributes to the employment and subsequent empowerment of women.

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