The team behind BAFW has over 15 years experience in innovating methods to promote the visibility and growth of Asian brands, businesses, talent and culture into 'mainstream' and other 'large niche' markets around the world.
We are living at a time of cultural cross-over and global trade. Asia as a continent is harnessing more economic power not just from manufacturing but in design and innovation too. This means the opportunity to grow a global business is made available using modern technologies and global infrastructure. BAFW bridges a gap in this global infrastructure where Asian designers can now prepare their collections for the western markets using timelines globally recognised, heightening their chance to grow their brands and engage in more trade at a larger scale.
Until BAFW was formed, much of the Asian Fashion Industry remained isolated within it's domestic markets and didn't join the world's leading brands in the mainstream seasonal release schedule of Spring/Summer & Autumn/Winter. BAFW believes that Pan-Asian designers are awarded a level-playing-field and deserve a world class platform to promote their collections, products and services for SS/AW release, in line with the rest of the world. The eastern and western consumer mindset are no longer separate so why should collection release schedules differ?
BAFW recognises that the British Asian (diaspora) population makes up 7.5% of the national population*, making it the largest ethnic minority group in the nation.
The 3 Wardrobe Concept is simple, it focuses on 3 wardrobes that exist in every British Asian and modern South Asian fashion consumer's household globally:
Wardrobe 1 - The Asian / Eastern wardrobe often reserved for those special occasions and more traditional affairs.
Wardrobe 2 - The modern Western wardrobe which reflects the needs of the diaspora in their fast paced, super-productive lives.
Wardrobe 3 - The fusion wardrobe, a new fast-growing style that has seen a huge rise in recent years where eastern and western influence is fused in various styles.
This is at the top of the list for a reason. It's paramount we only work with ethical people. We love our lives and sleeping well at night is part of that, therefore we'd rather be ethical and sleep well than function otherwise. We hope you appreciate that we may not work with some people for this reason. BAFW believe in a classless world where equal opportunities are our birth right. We believe that holding the hand of the weak serves more purpose than bypassing them for profits.
Finding effective, ethical ways to promote Asian fashion designers, brands, products and services.
Pan-Asian brands, designers, talent and business owners deserve a fair opportunity to do business with the global 'mainstream'.
We Educate our partners on how to best present themselves in order to be taken seriously and be accepted in a highly-competitive space.
BAFW strives to deliver new cutting edge methods to communicate your products, collections, services and brands to the discerning consumers with a new thirst for what you have. We have assembled a digital solution to deliver your fashion brand, products and collections to the world in the most cost-effective and ethical way possible. Now you can be truly global-local.
BAFW believes that many global brands will appeal to consumers of Asian origin and therefore we communicate effectively with your target audiences and identify a market for your brands, products, services to grow and prosper, ethically and with a long tail beyond BAFW's interaction with you. Our research projects offer insight and intelligence into micro and macro trends.
BAFW Heritage projects are connecting generations and allowing new young Asians to connect with their ancestry in innovative and inclusive ways in Britain, creating that all-important emotional and educational strand for brands and designers. Our parent company engages with the arts communities across the UK and BAFW takes you to those cities and towns to deliver messages and value that are relevant to the people.
BAFW pushes the boundaries of communication and collaboration. Many of the platforms that exist are doing the same thing they have been doing for decades, we don't want you to be left behind so have developed methods to appeal to the new world of fashion consumer that is growing every minute. We can partner you with forward-thinking brands, designers, brands, service providers and suppliers to drive ahead the success of future big brands. The best part is that we all progress together, as community.
BAFW knows that true innovation is unique, therefore has no competition. There is room for everyone in the global market place. Don't fight over scraps when we can identify new audiences for you. Surely that's the way forward for you.
We strongly believe that thinking BIG and thinking global is critical for success of any company, we also recognise it's imperative that a company doesn't outgrow it's founding principles and we are passionate about taking those that think like us, with us. BAFW is the platform from which smart future leaders of fashion business will jump off to bigger and greater success. We are under no illusion that BAFW is the be-all and end-all. We want to you see you prosper, it's why we are here. Remember, we are bridging the gap, no one lives on a bridge, we simply pass through from time to time.
BAFW and TMG has a 100 year business plan. We admire companies that have been able to survive for hundreds of years and aim to be here in 2115 (if the world lasts that long). This does mean we operate as we mean to go on. We believe in karma and what goes around, comes around. Therefore we wish to leave a legacy for the next generation who will inherit BAFW to continue as we operate. Oh and we love to share too, so if we hear about something cool, we want to tell you about it. Creating a legacy that leaves the world in a better place than when we found it.
BAFW is a Terry Mardi Group enterprise. © 2018