MATRADE Annual Report 2020 66 Lifestyle & Life Sciences Sectors (Medical Equipment & Pharmaceuticals) HIGHLIGHTS OF EXPORT ACCELERATION MISSION Following the COVID-19 pandemic in 2020, MATRADE successfully organised one Export Acceleration Mission (EAM) overseas to explore and identify trade opportunities for selected products and services. The mission also provided an opportunity to gather information and develop business networks. Among items on the agenda during this EAM were market briefings, business matching sessions, visits and meetings with professionals. Pure London is a leading fashion trade show in the United Kingdom showcasing more than 1,300 of the latest and unique design collections for women, men and children. An estimated 17,000 visitors from around the world attend Pure London each season to get ideas, inspiration as well as updates on trends in the global fashion industry. During the EAM, MATRADE coordinated the participation of nine Malaysian companies in conjuction with Pure London 2020. This helped to successfully promote Malaysian fashion and lifestyle products to the United Kingdom and European Union markets. This mission also showcased Malaysian expertise in producing unique and high quality fashion and lifestyle products. A total of 59 business matching sessions were organised between Malaysian companies and potential buyers. Among products and services that gained interest were batik clothing, ready-to-wear clothing, fashion accessories and footwear. MATRADE also organised business networking sessions between Malaysian companies and several local fashion personalities such as Pan Philipou, former CEO of Ben Sherman & Diesel, Lena Lee, lecturer at London College of Fashion, University of the Arts London, and Michael Costiff, brand icon and founder of World Archive. In addition, Malaysian companies had the opportunity to visit Dover Street Market concept store in Mayfair, London, which offers a variety of luxury collections and fashion brands. EAM in conjuction with Pure London Trade Show, London, United Kingdom 9 - 11 February 2020 59matching sessions arranged EAM exhibition space in conjunction with Pure London 2020 Business networking session between Malaysian companies and representatives of the University of the Arts London
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