Lotus Premium Denim at Denim Summit 2012
**This is a guest post by Elaine Reyes, Director of Marketing and PR for Lotus Premium Denim.
Denim Summit 2012 | Los Angeles | April 18, 2012
Life is about the experiences that are presented to you and what you make of it. I am truly blessed to say I was given the unexpected opportunity to travel with Lotus Premium Denim to WWD's (Women’s Wear Daily) Second Annual Denim Summit 2012
, with a guest list consisting of the “movers & shakers” of the denim industry. The Denim Summit is an event where you hear from those who have made a name for themselves in the denim industry, what they did to get to the top, what they struggled with, and what makes them unique from the rest. LPD was ready and willing to take this opportunity by the bull horns and ride the wave for our brand.
Held at The Roosevelt Hotel in West Hollywood, we heard from Mark Werts, Founder & Chief Executive Officer of American Rag
, where he summarized that the life places you lived, destinations you visited and worked at all lead to your calling. “Listen for it and you will know.” We also heard from Andy Dunn, Founder & CEO of Bonobos
, who focused on launching a men’s chino pant line in 21st century style, a perfect strategy for Lotus Premium Denim to focus on. We learned about his company that expanded into a one-stop shop for men who want great-fitting, great-looking clothes but don’t like to shop. It was the simple need and solution plus alluring website engagement that caught the eyes of Nordstrom, who recently partnered exclusively with them. Andy Dunn was extremely motivating, real and kind enough to speak with us one on one, after his talk. We asked him what his best piece of advice is to get a start-up company off and running, to which he offered these sentiments, “Quit your other job tomorrow. I promise, you won’t starve. It’s what you need to do.” Shubhankar Ray, Global Director of G-Star Raw
, the Amsterdam-based street wear to luxury denim, reminded us of the importance of branding your message differently depending on the country you are trying to market to. He emphasized that celebrity partnerships are extremely valuable if done strategically and to make sure that branding is cohesive. Words such as “local relevancy” and “forbidden combination” are ingenious techniques to communicate successfully to a world-wide audience.
More networking opportunities allowed us to meet fashion editors from People StyleWatch
, red carpet stylists and founders and presidents of self-made brands such as American Rag, Bonobos, G-Star Raw and 7 For All Mankind to name a few. It was so exciting on so many levels! These few face to face encounters allowed us to be in the presence of folks who seriously shape the global fashion industry.
They say that each turn of events happen for a reason. I strongly believe this because little did we know that one of the speakers of this Denim Summit was also the company that produces our material of our denim! Candiani
, a family owned company founded in 1938, stands as one of the oldest and most historic denim mills in Europe. Alberto Candiani, a fourth generation of the Candiani family, spoke on sustainability and innovation. We learned that this company focused on ways to recycle waste and support the environment. Candiani is a proud partner of ECOM/BCI (Better Cotton Initiative) that support better working conditions for their workers. Interestingly enough, they have also focused on coming up with innovative ways to introduce recycled cotton back into fabric. Having our material imported from Italy means that it is made in a way more sustainable than most countries. In Europe, denim companies must abide by strict rules of producing material, moving in more sustainable direction. We knew that the brand of Lotus was definitely in the right place at the right time. Our company not only supports inspiring women who make a difference in the world but supports companies who want to improve the lives of many from all over the world.
Experiencing Denim Summit 2012 was one of the most momentous opportunities I’ve ever endured. Lotus Premium Denim
is excited about the future and we are grateful to have these types of opportunities to further grow and develop our brand and message. Until then, continue to be inspired, make bold choices and treat every blessed opportunity as it was your last.
Director of Marketing and PR
Lotus Premium Denim | Made to Fit ™
Leave a comment