The Hungarian Fashion & Design Agency: Fashion and design industry players are our top priority amid virus outbreak

Standing as an integrative organisation of the fashion and design industry, the Hungarian Fashion & Design Agency (HFDA) is taking every possible step to mitigate the consequences facing the industry due to the pandemic, through actively contacting industry players and experts. Furthermore, as a responsible organization, the HFDA’s main goal is to continue its programmes first and foremost with people's health in mind.

The current epidemiological state is rewriting the economy as a whole, including that of the creative industries. As an integrative organisation within the industry, the Hungarian Fashion & Design Agency feels obliged to support active players within the fashion and design industry in these difficult times, taking into account the fact that the crisis requires a high degree of adaptation from all parties involved.

In order to assess the current situation, the HFDA has evaluated the effects of the pandemic on the fashion and design industry, including the currently visible consequences with the help of a questionnaire. A total of 369 responses were received via the questionnaire, with almost the same number of responses from both manufacturers and designers. The aim of the questionnaire is to ensure visibility and measurable data regarding the difficulties and challenges industry players are now facing. Taking into account the results of the survey, the HFDA will develop an action plan to alleviate the industry problems caused by the current pandemic.

The HFDA is in constant contact with industry experts, organisations, and manufacturers and designers affected by the virus outbreak, to develop an action plan and further steps to mitigate the effects of the pandemic based on up-to-date information and experience.

Based on feedback from the industry, the Hungarian Fashion & Design Agency has formed a set of proposals for the Action Group responsible for relaunching the economy in order to communicate the needs of the Hungarian fashion and design industry to economic policymakers. As an industry integrative organization, the HFDA is supporting the implementation of economic recovery measures for once the epidemic has subsided.

The Agency will be adapting to a new operating model in the following period, to be well-prepared for the uncertainty regarding the current climate. Further, to make sure that as a responsible organisation it can continue to help the prevention of the spread of the epidemic and ensure the continuity of the work started.

Virtual space will play a significant role in all areas and will allow for programmes with the goal of educating industry players to continue without health risks. These programmes include the Hungarian fashion mentoring programme, the international fashion mentoring programme jointly held with the Camera Nazionale della Moda Italiana, and also both the design START, and design SPEED programmes. Throughout April, participants of the Hungarian mentoring programme aimed at supporting the economic stabilization of Hungarian fashion brands will be able to acquire the financial, economic, sales and brand building knowledge necessary for successful entrepreneurship through online workshops and consultations.

The same practice will take place in the case of the soon-to-be-launched design START mentoring programme, which is intended to improve the competitiveness of Hungarian design companies and also contributes to consolidate their operations. In addition, the design SPEED programme, helping Hungarian design brands to gain a foothold beyond Hungary’s borders, will also be moved to distance education. The goal of the HFDA is also to transfer digital solutions to international mentoring programmes, to help support the remote selling of Hungarian brands internationally.

In order to stimulate professional networking, in the Spring, the HFDA will also launch a production development interface, specifically building on the benefits of digitization and creating a common online platform and incentive for manufacturers and designers to encourage sales processes and networking.

The Agency will also be rescheduling certain programmes planned for 2020, however, other programmes will not commence in their usual framework, and will be on an indefinite hiatus in order to protect the health of those interested.

Such events include the Budapest European Fashion Week, originally scheduled for April 24-25., which would have been organised with the goal of increasing the domestic and international awareness of Hungarian fashion designers. The same decision was made regarding the design DIALOG events, which featured topics regarding design, as well as the fashion-focused Fashion Flash roundtable discussions, which was home to a professional dialogue between the fashion and design industry.