Barcelona welcomes Innovation and Design Mission executives

Barcelona, currently a required stop for any executive and researcher wanting to experience innovation, find creative ideas for their own business and create strategic partnerships, welcomed representatives of the RVB Malhas, Digitale Textil, Coteminas, Dellas Lingerie, Hering, Fakini, Trendt, Maria Pavan and Moovexx brands, from May 23 to 27, for the Innovation and Design Mission. The agenda was the result of a partnership between Instituto Europeo di Design and Texbrasil, the Brazilian Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency).

Among the strengths of the Mission, Renato Benvenuti, vice president of RVB Malhas, highlighted the quality and knowledge of IED professors: “they are really very good, because they are more than market consultants; they know how to confidently convey excellent content.” He also underscored that “visits were mostly quite enriching and inspiring,” and that important points were discussed, such as view of the global market, mega-trends, new materials and business models.

Amelia Malheiros, a representative of the Hering Co., SCMC (Santa Catarina Fashion and Culture) and the Hermann Hering Foundation, also emphasized access to professionals with both academic as well as practical experience. “Visits were great and well conducted, with very relevant content for application at our companies,” she says. Exchanges between professionals from the Brazilian companies taking part in the mission were also a high point for Malheiros, who found the trip to be very productive and useful.

Representatives also said that they are already planning to put the knowledge and experiences acquired on the mission – which included talks, workshops and visits to companies, technology centers, design firms and museums that are a reference – into practice at their companies. “Tools like brainstorming and other methods taught will be used to put together an internal committee to foster innovation and, especially, the perception of value of our customers, our products and our services. This committee will help to format a reformulation of our strategy and gradually change our internal culture,” says Renato. Amelia adds: “my next steps will be to pass along knowledge to the other areas at the company, since we have a lot of continual challenges.”

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