| Azaraimy HH |
FASHION designers in countries such as Brunei should explore traditional and cultural motifs as a base to create modern designs, said Zeena Altalib, the Iraqi-American founder and director of PrimoModa.com, an online company that sells apparel.
“Using your own colours, your own fashion ideas and creating an innovative and modern design has the potential for a foreign market, because there is a constant look-out for something new and acceptable,” she said.
The fashion and merchandising expert, who has been in fashion retail for 11 years, was speaking at a press conference yesterday at the Design and Technology building in Anggerek Desa, after her morning presentation titled, ‘My journey as an entrepreneur and insights into the Islamic fashion industry’.
Her talk is part of a two-day programme hosted by the United States Embassy in Brunei Darussalam, in collaboration with DARE (Darussalam Enterprise).
Altalib’s dynamic leadership style, attention to detail and her ability to identify emerging fashion trends contributed to the founding and success of PrimoModa.com, which sources its products from an international vendor network and serves as an international client base. PrimoModa.com has also captured the attention of prominent news and media outlets, and has been featured in major news articles and publications.
Altalib’s experience also spans product sourcing, and supply chain management in the fashion industry, which provided invaluable knowledge to the audience in attendance at her talk yesterday.
During the press conference, she said that creating a fashion identity for Brunei is important, “not just to preserve the national and cultural identity, but to mix the cultural aspects of it with modern and innovative design, and making it appeal to the world fashion industry”.
She also highlighted the importance of people-to-people contact, and getting in touch with the industry and promoting new ideas, using social media as platforms.
Zeena Altalib, founder and director of PrimoModa.com, an online company that sells apparel. – AZARAIMY HH
She also said that retailers would get more by focusing on one specific product, such as women’s fashions or children’s wear, and then diversifying that product line.
“If all companies are doing the same thing, then they are not achieving much, while one retailer can offer every single thing with less depth and less quality within each segment,” she explained.
During the two-day programme, Altalib will offer an afternoon session titled, ‘Electronic marketing and marketing strategies’, and a full-day workshop on how to start a business based on the US model.
In his speech, Craig B Allen, the US Ambassador to Brunei Darussalam, said, “We believe this programme will encourage Bruneians to consider starting their own businesses, thereby allowing for greater economic engagement between the United States and Brunei.
“Around the world, women entrepreneurs are increasingly more visible, as they start and grow their ventures into successful small businesses or global enterprises. Secretary (John) Kerry said that he firmly believes in investing in the training and mentoring of women entrepreneurs, so they can not only lift up their own families, but also help their countries’ economies grow.”
DARE Chief Executive Officer, Soon Loo, said, “The fashion industry has major potential for our local Brunei designers to tap into. With a Muslim population of 1.7 billion, it represents 23 per cent of the global population, which is a very big reach for both small and large enterprises. The unique factor about Islamic fashion is that it has a wider reach of catering, not just for the Muslim population, but also those who are into modest clothing.
“Many well-known and recognised fashion brands are on the bandwagon, and see the potential of tapping into this market of creating more covered-up options for their clientele. More and more, we can see an increasing number of our local designers taking the leap and collaborating with concept stores and online retail stores that have both regional and international reach.”
Zeena Altalib’s presentations are part of the US Speaker Programme, organised by the Bureau of International Information Programmes (IIP), where Americans of various professional backgrounds are able to engage with international audiences through lectures, workshops and seminars on American policies, society and culture.
In her welcoming remarks, Catherine Muller, the Public Affairs Officer at the US Embassy, said, “As we all know, His Majesty Sultan Haji Hassanal Bolkiah Mu’izzaddin Waddaulah ibni Al-Marhum Sultan Haji Omar ‘Ali Saifuddien Sa’adul Khairi Waddien, Sultan and Yang Di-Pertuan of Brunei Darussalam, is committed to creating an economy in Brunei that is more diversified, more entrepreneurial, and more creative. Strengthening our economy ties and engaging with Brunei on economic diversification is a high priority for the US Embassy.
“In this year alone, we have been privileged to partner with Brunei across various initiatives that have strengthened Brunei’s economy and deepened Brunei-US economic engagement – whether it’s bringing over 20 Brunei entrepreneurs to US government-certified trade shows in industries like healthcare and tourism, or collaborating with DARE – as we are today – to bring US entrepreneurs to Brunei to share their best practices.”
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