Design for a new customer for a new market

International Forum
October 3, 2016, 10am - 6pm
Maker City LA, The Reef, Los-Angeles, CA
"INNOVATION is born from the extreme, solving for a set outside the norm. People With Disabilities do things in ways that average consumers tend not to think about."
Sustainable Value Creation Through Disability
by Fifth Quadrant Analytics
International Forum. October 3, 2016
The one-day forum will be the first ever international event to discuss new design and fashion for the PWD customer, and this exciting new market. This event is designed to dispel myths and inform and inspire new ideas through a synergy of social, business and design interests that will help change the world of fashion and the world for people with disabilities.
Today, there are many solutions for accessible environments for PWD in the offline and online world — education, work, tourism, transportation, rehabilitation equipment, internet, etc. — yet the high potential market of accessible products and services for PWD in the area of Fashion (clothing and accessories) is virtually nonexistent. But not for long.

The fashion industry in the US has a unique opportunity to cultivate a viable and untapped market and build a robust and profitable international industry for wearABLE fashion and ACCESSories.

This inaugural event will lay the groundwork for the launch of an International PWD Fashion and Design Conference in 2017. The annual event will become the catalyst and instrument for creating a consumer perspective to the market for adaptive fashion and design solutions, and to identify opportunities for new functional and fashionable lifestyle brands.
The aims and objectives of the Conference are:
1
To bring together leaders in business and experts in special fashion design, education, culture, art, research, technology, politics, business, media, PWD community and communication.
2
To introduce different professional approaches in design, education, promotion and communication.
3
To create a common basis of communication for all industry stakeholders.
The key themes of the event are:
Market
How to estimate the real size of the market related to the business requirements?
How to get away from the medical and social approach in statistics to the big data which is useful for marketing research on the new customer?
Communication
How to execute the rebranding of "disability" through new imaginary and wording?
How to get away from the current perception and translation of marginalized images of "sufferer" and "overcomer/surmounter" to the "innovative", "cool" and "normal"?
How new images and descriptions can be more successful than the politics and advocacy currently used in common discourse?
Education
What are the new concepts for education of the work force of the future?
Could the new client really change the future of the fashion industry?
Product
How to create the products, which combine function and aesthetic for customers with disabilities? How specialized products are suitable for the mass market?
The one-day event cannot cover all facets of the field — but aims to question/explore the market of the future and to create a road map, as well as bring stakeholders together to create a new movement to fill the void of new products and solutions to serve the unique needs of consumers who have been ignored up until now.
Who is invited
Fashion forecasters, market researchers, manufacturers, designers, students, teachers, marketing and communication experts, retailers, investors as well as all those, whom are working to promote the development and distribution of innovative products and ideas to increase quality of life for those living with disabilities.

The event is an invitation only event.
The event is supported
by Mercedes-Benz USA. The luxury brand's specially equipped Driving Aid B-Class electric vehicle will be displayed to experience new mobility.
Organizer
The City of Los Angeles, Bezgraniz Couture, School of Art and Design at Nottingham Trent University and Ibis Communications.
Program. October 3, 2016
09:30 - 10:00
REGISTRATION OF PARTICIPANTS
Welcoming coffee

10:00 - 10:10
OPENING: Official Welcome
Commissioner, City of Los Angeles Commission on Disability

Chris Rico, Director, Center of Innovation, Economic Development Corporation LOS Angeles County (LAEDC).
10:10 - 10:30
Janina Urussowa, Tobias Reisner, MaryAnne Howland
Founder Bezgraniz Couture, Bezgraniz Couture USA:
— Bezgraniz Couture: history, aims and objectives, future.
— Rebranding of disability: new approach of perception and communication.
10:30 - 11:30
DISABILITY AS A BUSINESS CASE
"What do we name the baby?": How do we talk about people with disabilities?
Disability is understood in medical and social contexts, but less so in economic and commercial impact. This session will focus on the benefits for business by discovering new target groups of the disabled customers, their differences and similarities, numbers and locations, and the opportunities for engagement and marketing.

Moderator: Dr. Olivia Raynor, Director, Tarjan Center, UCLA.
The new vision and expectations in federal and state policies for PWD to achieve independent living, community living and employment.

Panelists: Prof. Anthony Kent, School of Art and Design, Nottingham Trent University, UK.
Anahita Crawford, Diversity & Inclusion Manager, Daimler Trucks North America, Diversity & Inclusion at Daimler and Mercedes-Benz.
Ann Yoshida, #1 female adapted paddler in the US and the newest member of the 2013 USA Canoe/Kayak National Team, member of the 2016 USA Paralympic team.
11:30 - 12:15
CUSTOMERS OF THE FUTURE
People with disabilities share their experiences with fashion and image in the workforce.

Moderator: Tamara Mena.

Panelists: Steve Bogna, Founder, Sidewinder Solutions.
Jesse Billauer, Founder, Life Rolls On.
Angel Dixon, model, advocate and entrepreneur.
12:15 - 1:15
Lunch
1:15 - 2:00
THE NEW EDUCATIONAL DEGREE IN FASHION
In the last 2-3 years, a series of interactive design workshops, seminars and short-term educational programs have been conducted in several design schools worldwide. Students are learning to create fashion design solutions for customers with disabilities. In this session, we will hear from instructors, what is the practical and ethical outcome for students, teachers, and schools? What is the approach used in the education of "accessible fashion"?

Anna Chernych & Janina Urussowa, British Higher School of Art and Design, Moscow, Russia.
2:00 - 3:15
DESIGN FOR A NEW CUSTOMER, FOR A NEW MARKET
The integration of technologies into fashion is making major strides forward and fashionable technology can be found in wearables, textiles and materials. But how can they be designed for disabilities? How can design for disabilities be "cool"? The thin line between non-profit and profit-driven: does fashion for PWD need to be charity case?

Moderator: Stephani Thomas, disability fashion editor, stylist and on-air personality, founder of cur8able.

Panelists: Viktoria Modesta, multimedia bionic artist, MIT Media Lab director's fellow.
Barbara Alink, CEO, Founder and Inventor of The Alinker, Canada, Netherlands.
Sheri Prentis, inspirational speaker and product designer.
3:15 - 4:30
DISABILITY IN HOLLYWOOD: NEW TREND OR POLITICAL CORRECTNESS?
There are more than 2500 films that feature "disability" in film history. In the last two decades, actors have played characters with a disability in films such as "Rain Man", "What's Eating Gilbert Grape?", "Untouchables", "Universe of Steven Hawking", "Million Dollar Baby", "The King's Speech", "Mad Max", "Avatar" and "Kingsmen." What are the images and role models of disability filmmakers make us believe in? What is the business case for disability in Hollywood? And why are there not more actors with disabilities given roles in Hollywood – in front of and behind the camera?

Moderator: Angela Rockwood, actress, producer.

Panelists: Kurt Yaeger, actor athlete, activist.
Gail Willamson, Kazarian/Measures/Ruskin & Associates Inc
Jenni Gold, Gold Pictures, Inc., author of the CinemAbility.
Steven James Tingus, National Disability Policy Expert, Political and Entertainment Industry Consultant.
4:30 - 5:00
CLOSING SESSION
Concluding summary of the day
Future plans
5:00 - 6:00
RECEPTION
Contacts for Press
MaryAnne Howland
mhowland@ibiscommunications.com
Mobile: +1.615.585.1052
MaryAnne Howland
mhowland@ibiscommunications.com
Mobile: +1.615.585.1052

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