The HFDA has initiated international cooperation and collaboration

On the 17th of April, the Hungarian Fashion & Design Agency (HFDA) organised a regional e-conference call focusing on the effects of the epidemic on the fashion industry. Besides Hungary, Austria, Czech Republic (Czechia), Slovenia and Ukraine participated in the call. The aim of the conference is to encourage and initiate knowledge sharing between the regional representatives of the fashion industry. The event also provided an excellent opportunity for Hungary to continue and strengthen its leading central role within the region, as well as providing guiding insight on crisis management within the region.

As an integrative organisation of the fashion and design industry, the Hungarian Fashion & Design Agency has started an international dialogue regarding the economic challenges the fashion industry is facing. The main aim of the conference is to initiate knowledge sharing between countries within the region and to jointly consider and develop solutions to support the spread of information, as the negative effects of the Coronavirus have an impact on everyone, even if at different levels. Representatives - including Melinda Rebrek, Executive Producer and Organiser of Ljubljana Fashion Week (LJFW); Camille Boyer, Head of the Austrian Fashion Association; Ola Křížová, Creative Director of the Czech fashion Council; and Daria Marusyk, Communications Director of Ukraine Fashion Week - summarized their experiences and actions related to the epidemic during the conference call. 

The neighbouring countries regard the experienced uncertainty surrounding upcoming fashion events as their biggest challenge, many countries have introduced restrictions on events, as well as the additional problems of fashion designers experiencing a decrease in demand/revenue. Due to international travel restrictions, a number of new, innovative solutions need to be introduced in order for designers' seasonal collections to reach the international market. These current times are causing serious difficulties even for established and well-known designers, and emerging designers and talent have found themselves in an even more difficult situation, for which the introduction of further measures to alleviate their situation is needed.

Knowledge sharing between the countries has proved to be effective: the event presented a number of solutions and ideas for the countries present for the period following the restart of the economy. Among other ideas, the proposal of setting up touring pop-up stores, which would present the collections of designers from different countries to those interested in the form of a professional roadshow. However, it was also identified, that national fashion weeks could also prove to be excellent opportunities to support the players of the Central European market players with professional advice and other tools. In addition to the Budapest Fashion & Tech Summit in Hungary, the Ukrainian IYC-2019 Kyiv Fashion Summit and the Slovenian Fashion System Conference were also found to be suitable for sharing innovative, crisis management ideas to make it easier for representatives of the fashion and design industry to adapt to the changed economic conditions and circumstances.

“The e-conference has enabled the start of a joint collaboration between regional countries to begin, which is now needed more than ever before in these challenging times. The Hungarian Fashion & Design Agency, as the coordination centre of the fashion and design industry, is doing as much as possible, in cooperation with regional organisations, to provide appropriate professional support to the industry. We believe that together, we can overcome the current difficulties and challenges.” - said Zsófia Bata-Jakab, CEO of the HFDA.

Knowledge share between the countries within the region will be continued with a joint problem-solving process: The participants will consult with their own teams on the solution proposals raised at the conference and will prepare for the next meeting by outlining further options, where the next steps in crisis management will be discussed.