Develop new directions in Samoan style, colours, objects, patterns, shapes, material and manufacturing methods. The aim is to expand the products lines and styles to appeal to a wider audience especially Asian and European buyers at varying price points, from low to high end
It helps avoids the problem of swamping the market with similar products, as can be seen in the tourist market in Apia.
Increases the viabilty of an increased level of manufacturing capacity and can employ more people.
The other advantage with changing styles and ideas it increases sales amongst retail buyers who are always looking for new stock. Gift shows are twice a year.
Also minimises damage to sales caused by competitors copying or low cost manufacturing in Asia.
Emphasis on functional art, objects, portable or pack flat ie Ikea products that are easily freighted as personal items in suitcases, couriers or airfreight
Managing and developing design and traditional styles can be seen in the style of many Disney animated movies. like Mulan, Hunchback, Lion King etc. Much of what we think of as European folkart was developed during the Romantic Movement. It had a wide ranging impact on philosophy arts, music, architecture and clothes including the way European saw the new world through photographs of Japanese, African and Pacific Island people. Prince Albert was responsible for creating what we now know as the the pomp and ceremony of English Royal Parades. He also ensured the future wealth of the Royal family who prior to his directions were essentially broke.
Another example is Norway who created their traditional regional clothing including patterns, shape, jewellery, hats at this time. It also has major implications on their culture nowdays, from a rich heritage, 450 unique costumes for each district or town. It is also highly managed from design, craft skills. organisations etc I saw some figures that suggests the value hanging in Norwegian wardrobes is 30 billion. Interestingly Asian manufacrurers do not even get a look in both from a tradtional point of view and its too complex to break into the market. In comparison it highlights the vulnerability of Samoan products its style allows it to be manufactured easily, I note the most of the shops selling to PI in Mangere town centre are owned by Chinese or Indians for products made in China but in PI sizes!
Bunads and Folk Costumes as wearable knowledge and cultural expression link
Hulda Garborg (1862–1934) and Klara Semb (1884–1970) are cited as pioneers in bringing bunads into mainstream culture. With Garborg's publication of the pamphlet Norsk Klædebunad in 1903, the focus moved from the creation of a single national costume to the development of several regional bunads
Norway also created new coat of arms for 19 Counties and some of the counties have up to 22 Municipalities which also a coat of arms, many from the 1970s. Plenty of scope for branding and merchandise!
Apparently `traditional` takes about 20 years to achieve. With the advantages of social media and PR and marketing this could be accelerated to less than 5 years Especially if high sales from a new company is established and some high profile articles and launch events.