Erretres Open Lab is delighted to present the Design for Good. Sustainable Fashion Insights issue, a paper gathering what was learned during the EOL Design for Good Interchange. This event took place on the 12th of September 2018 at the Spanish Embassy in Tokyo. We’d like to personally thank the experts and assistants in attendance for sharing their expertise and perspective on the sector’s future and Synergy Media Specialists for media cooperation.
Erretres Open Lab takes place in unique formats, and audiences are carefully selected to achieve the best collaborative flow. An Interchange is a 3-hour professional event which focuses on a future changing topic within a specific sector, and which takes place in a creative capital city.
In this EOL Design for Good Interchange, fashion business was discussed from different points of view: “Storydoing”, “Meaningful brands”, “Fashion x Digital” and “Japan-Spain teaming”. It’s objective was to define the keys on how to build a relevant fashion brand that constructs an international tribe gathering together Japanese and Spanish distinct talent and business highways.
FASHION x DIGITAL.
Fashion is imperative within today’s postmodernist society in which change and the momentum of doubt are pervasive. Fashion becomes a way of conceptually ordering existence, and of showing off people’s lifestyles, and thus what matters to them. Spain has a wide experience in the international fashion market. Brands as Balenciaga, Manolo Blahnik, Jesus del Pozo, Fortuny, and Zara attest the expertise of Spain as a key player. Inditex, the Spanish fashion company that gathers together brands such as Zara, Zara Home, Massimo Dutti, Oysho, or Uterqüe among others, is one of the world’s largest fashion distribution companies with more than 7,000 shops in 94 markets. Regarding digital fashion, Inditex currently is one of the best on omni-channel commerce also resulting in an even better international expansion.
In this conference, there were keynote speeches on how Spanish design and creativity can achieve sustainable business and society. Specifically, the talks focused on topics such as how to bring out the value of a company through design and creativity, what sustainable business is, and how to achieve both business and social goals.
The presence of design in the economy and society has been increasing over the last decade, as represented by terms such as design thinking. In an Innovation Plan, Horizon 2020, initiated by the European Commission, design is considered one of the most important guidelines. In addition, according to the data released by Design in Tech Report 2016, 21% of founders of global unicorn companies (privately-owned businesses with the appraised value over $1billion) have studied creative majors such as design and art. This conference was not about superficial design as a trend, but rather, it was a place to learn more about why creativity is necessary for innovation in the 21st century and how design can be utilized to realize sustainable business and Society.
Backgrounder. Japanese Technology Meets Spanish Design
Masaaki Hasegawa is Business Advisor at Erretres. In this introductory session, Masaaki talked about how the combination of Japanese technology and Spanish design can generate unique synergies in the global market in the 21st century.
“Allowed me to better understand the relation between design and business.”
– Attendee from the event
Masterclass. Design for Good
Pablo Rubio is CEO & Founder of Erretres, a strategy, branding and digital consultancy based in Madrid and working internationally in Europe, America, and Asia. This masterclass aimed to highlight the strategic value of design as a key tool to trigger innovation and competitive advantage within companies willing to create new meaning and shape the global market.
“The shift from ‘What‘ to ‘Why‘ is happening…
It was great to learn about the collaboration with Japanese companies.”
– Attendee from the event
Masterclass. Sustainable Fashion
Javier Goyeneche is Founder and CEO of Ecoalf, a Spanish fashion and lifestyle brand using breakthrough technology to create recycled raw materials that are ultimately tailored into sustainable fashion. Ecoalf is pure story doing, a distinct factor that drives users joining their community. In this masterclass, Javier Goyeneche shared his experience as the leader of a brand that is making and selling sustainable fashion internationally.
“It was absolutely inspiring!…
Applied design thinking is about working closely with the client to create a value-based outcome.”
– Attendee from the event
An exchange of ideas on a focused issue by experts from both Japan and Spain.
Share the highlights of the session with the experts and attendants during the closing Q&A session. A meeting point to make new contacts, think together, build new relationships and start new projects.
Top global companies, multinational corporations, local medium-sized companies, as well as venture capitals and start-ups. In addition to businesses, media was present to form a superb and engaging audience, totaling over 100 people.
Other comments from the attendees.
“It was a very interesting event. I am very happy I could attend.”
“Fantastic event! I’d love to come to another when I have the chance.”
“It made me want to study more about how to connect sustainability and business.”