2006-2007 Annual Report: Program for Export Market Development (PEMD)

Success Stories 2006-2007

Alan Herscovici, Executive Vice-President
Fur Council of Canada

"Canadian fur apparel manufacturing companies are small-scale, artisanal operations, making it difficult for them to support the research, brand-building and market development required in the new globalized marketplace. In response (and with PEMD assistance) the Fur Council of Canada has developed the "Beautifully Canadian" label to identify and promote the virtues of "made-in-Canada" fur apparel: "The Most Beautiful Furs in the World!". The brand identification plays on the quality, heritage and ecological values of the Canadian fur trade. (www.BeautifullyCanadian.com)"

"With PEMD assistance, this association-owned trademark is now being launched in the USA, currently our main export market, and in Russia, the largest fur consuming market in the world. Perhaps most innovative, we are preparing to market a special collection of "Beautifully Canadian" fur apparel in China (our main competitor) as an exclusive niche item - exploiting the international reputation of Canadian fur and the fact that the emerging new Chinese elite prefers not to buy Chinese-made products."

Jean-François Arseneau, International Trade
Canadian Interactive Alliance interactive canadienne (CIAIC)

"PEMD has been instrumental in 2006-2007 for the Canadian video game industry. Since there is no longer one event where the worldwide industry went to (E3 in Los Angeles), it was critical for Canadians to have a presence in many markets. CANADA GAMES activities were a perfect match between PEMD objectives and the needs of the industry. Canadian companies participated in large numbers for the first time in events in France and in the United States. We're building on this experience in 2007-2008 with activities in Germany and Japan. A new CANADA GAMES branding has been created along the way: we now promote the industry with the same signature in all major events in the world. Thanks to PEMD, we can compete with other countries such as France, Nordic Games, Germany, Korea and Singapore - even if these countries are investing much more than Canada in their industry promotion efforts!"

Eileen Melnick McCarthy, Director, Communications and Marketing
Canadian Apparel Federation
Wear Canada Trade Mission to Japan
January 15-21, 2007

"The nine fashion industry delegates who participated in Canadian Apparel Federation's 'Wear Canada' trade mission to Japan in January 2007 returned with the kind of market research you can only glean from personal experience. This was a "hit the ground running" intense week in a country that all but one delegate had ever traveled to before. Within a number of months post Mission, two delegates had already established partnerships with Japanese firms. "Japan is definitely a region of particular interest for our industry, and PEMD made it possible for our companies to pursue their export potential in this market..." . The local support of Canadian Consulate officers in Tokyo, Nagoya and Osaka paved the way for delegates to meet with distributors and agents and potential partners. The Mission also featured a Japanese language publication showcasing delegates' capabilities which was distributed to retailers at Japan's most important apparel industry trade event. As Toronto designer/ Mission delegate Katya Revenko said, "the trip was extremely helpful in identifying where we stand, learning the requirements of exporting to the region and getting a better understanding of the Japanese culture. I had some good meetings, and hope they develop into solid business contacts." Opening doors in Japan is challenging, but with the benefit of resources such as PEMD, entirely within reach."