Fashion & Beauty is Big Business in Samoa
Fashion Designers, hairdressers, make up artists, stylists and a multitude of small business owners will feature in Samoa’s biggest Fashion Expo of the year. Le Independence Fashion Expo Convention (LIFE. Con) will run over 2 days on independence weekend (June 1 -2) with the opening market day to take place at the Tanoa Tusitala Hotel and the finale (Fashion show) at Taumeasina Island Resort.
Director of Life Con Kevin Schuster (Events, Marketing and Distribution) says that this year’s event will be bigger and better thanks to more businesses coming onboard, sponsors and fantastic new ideas. We chat to Kevin about Life Con and Samoa’s thriving Fashion and Beauty industry!
What is different about this year’s Life Con as opposed to last year?
This year, we aim to better last year! We are redefining the objectives of LIFE-Con as per its original purpose. Simply put, we are redirecting all our efforts particularly on areas where we noted some gaps and downfall from the inaugural LIFE-Con.
This includes our complete focus equally on marketing & advertising of the event and also the businesses involved – the likes of Fashion Houses, Hair & Make-Up businesses, Multimedia businesses. We also aim to utilise this event as a platform to nurture talent so Samoa can have a go to place for talents required for TVC ads, print ads, advertising campaigns and more.
We have also finalized high level decision for the long run. LIFE-Con will review its Charity every two years, put up a Hair & Make-up line to share the limelight between designers and Hair & Make-up businesses etc.
Why do you believe there is a need for a major fashion expo in Samoa?
There is an absolute need for a major fashion expo in Samoa because our small businesses in the Fashion Industry find it very challenging to raise the level of their marketing & advertising on their own.
Not only they have limited marketing budgets but they also can’t employ marketing professionals to coordinate their marketing so their potentials and work are properly profiled.
LIFE-Con gives the fashion houses and other businesses involved the opportunity to really use the professional marketing services they can never have on a daily basis.
What are your thoughts on Samoa’s growing fashion/beauty industry? How has it evolved in the last decade. Is there more choice in fashion? More new businesses in this area?
It is pleasing and interesting to see that Samoa is moving forward in the fashion industry given the number of new fashion and local brands that have opened up in the last couple of years.
It is also impossible to miss that in terms of Hair & Make-up space in Samoa, there has been a dramatic increase in the number of businesses that provide these services.
Along with the above, the influx of photographers and videographers are also on the rise and this puts more pressure on LIFE-Con to continue to take the event to the next level – as all these small businesses can utilize all the marketing and advertising ideas and concepts from LIFE-Con for their own use.
We can now choose whether its MENA, Cecilias, Eveni, Tahiano, Eli’s Elei, Pele’s Creations, DMF, Sofai’s, Tulela and the list goes on! This was definitely not the case 10 years ago!
Your Life Con promo video is hot! Is it quite easy/hard to get all these businesses on board?
Thanks for the compliment – and praise God that the main ad is HOTTT!!! That was a result of months of planning and thankfully the designers all worked tirelessly to get outfits ready for it.
It is also NOT easy to get the businesses involved. We have some businesses we worked with last year and we selected businesses to be involved! We sent out an invitation and some said yes and some said no. No is definitely NOT a problem for LIFE-Con – in fact, when the video was out, more businesses then reacted to come on board!
What have you got planned for the Fashion Runway finale?
It will be a showcase of each of the designers’ best pieces. Each designer is given a chance to showcase six of their best pieces on the finale night and showcase up to four on the first day of the event. There will also be a continuation of our Think Pink Initiative inspired by the gorgeous & brave Manamea Apelu Schwalger last year – this will also have an auction prior to event and all proceeds from the auction go towards Samoa Cancer Society
We will also feature a Green line – an initiative whereby EMD is working in partnership with Women In Climate Change to advance awareness of conservation through local fashion and of course quality entertainment!
Get your Life Con Tickets now from EMD’s Office at the Lotemau Centre, House 88 and Malcom’s Selection.
LIFE-Con is made possible with the generous support by our LIFE-Con Sponsors, TV3, Island Rock Co. Ltd, Taumeasina Island Resort, Tanoa Tusitala Hotel, Amoa Resort, Bluebird Lumber & Hardware, Frankie Co.Ltd, Samoa Observer, Digicel Samoa, Vailima Breweries, Samoa Shipping Corporation, Siva Afi 100% Samoa.