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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.”
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The fashion industry
directly contributes to the
employment and subsequent
empowerment of women.