On Tuesday 6 June Muriel Piaser gave a Master Class on « International Business Development » for our laureates of the 2017 OpenMyMed Prize, at the Maison Méditerranéenne des Métiers de la Mode (MMMM).
Director of Exhibitions at the « Prêt-à-porter de Paris » ready-to-wear trade fair for more than 15 years in France, but also in New-York and Tokyo, Muriel Piaser helps and supports the laureates with their international development strategies. Her rich experience brings real added value to young designers looking to increase their label's market scope and reputation, as well as expansion outside the Mediterranean area.
A highly colourful individual, discover her interview « Business is Muriel » made by Luc Clément, Deputy Editor of Marie-Claire, the women's monthly magazine, and Marie-Claire Maison Méditerranée.
Our 20 laureates are very lucky! As well as the marketing coaching around brand strategy by our 3 experts, they also benefit from Muriel Piaser’s outstanding knowledge and know-how in terms of commercial development on an international scale. As one of the MMMM’s year round team of expert professionals, she is known in the industry to have a key asset, namely, one of the best address books with over 300 selected buyers, including some of the most influential in the world in major department stores, concept stores, buying offices, and e-stores. If Muriel has connections which make her the envy of all the designers in the market, it would be wrong to reduce her talent to a few vCards, even if they are gold. With 15 years experience in Paris, New York and Tokyo, her strategic vision is a precious strength and advantage for the 2017 laureates who will participate in her prosaically entitled master class: “International business development & promotion Buyers process.” It will provide each one with the opportunity to refine their market positioning, work on adopting collection plans and a pertinent pricing policy, as well as developing their own international sales strategy. The main objective behind this work is to be in a position to successfully launch a 2018 Spring-Summer collection.
Moving from lifestyle to mind style
“Today’s buyers are looking for a sense, and a richer experience. Creators and designers must produce added value, create emotions, favour and support the passage we now know from lifestyle to mind style.” Muriel Piaser adds to her perfect knowledge of each facet of the fashion industry in terms of international business, with a real vision and aptitude for picking up the latest trends. She explains that her mission consists of “structuring a working tool to better understand the market.” To this end, she has chosen to provide the MMMM with 6 months of mentoring for one of their laureates, Susana Bettencourt. “I saw her runway show during Lisbon Fashion Week, with excellent work of creative knitting, it was my favourite.” If you really want to know, the support provided to each laureate creator and designer has a value of around €30,000, a considerable effort by the MMMM and their team of experts. Which just goes to show that the planet fashion does not upset Saturn and doesn’t always devour its own children.