Learn from the fashion designers, says Yeoh Siew Hoon

I was called a "commodity" last week by a close friend whose views I respect.

"Journalists," he pronounced, "are a commodity, I am afraid."

He made this pronouncement during one of those "what should I do with my life" discussions that I occasionally have to amuse myself.

Before I leapt at his throat, I wanted to be sure what "commodity" meant, so I looked it up in the dictionary. It offered me three meanings – "a product possessing utility" (not bad, at least I have some use), "something that can be bought or sold" (not good but essentially and cynically true, all of us can be bought or sold) and "an article of trade or commerce esp when shipped for payment" (not good but I suppose it could be true if you think of those slavery days).

I leapt at his throat. But I had to admit that he was right. Like airline seats and hotel rooms and everything else on the new Planet Google, almost everything – and everyone – have become a commodity.

Everyone can be a journalist. The first reports and photos to come out of every disaster these days are from Joe Citizen.

Anyone can be a pop idol. American Idol and all the copycat shows around the world churn out pop stars like pop corn.

And, at the risk of you leaping at my throat, hoteliers too have become commodities. You move a general manager from one hotel to the next and who misses him? Maybe the staff for a while, but then life goes on.

Well, throw into the "commodity" pile, fashion designers. This week, I heard one of the world's leading fashion figures, Martine Sitbon, describe fashion designers as commodities.

The French haute couture designer was talking about how individual creativity was being sacrificed at the altar of corporate needs given the consolidation of the fashion industry which has seen the rise of global giants such as LVMH.

"You don't know who are the designers anymore under some labels – they change every few years. Designers have become commodities," she said, speaking at Beyond 2005, The Global Summit for Creative Industries.

So how does she retain her individual style in the increasingly commoditised, cut-throat world of haute couture?

Here's what Martine had to say.

On the process of creativity: "I start off with no preconceived ideas. I am very free. My aim is to enhance the person I want to dress – I forget about me. I'm very involved in the beginning and then I erase myself."

On putting on a runway show: "With every collection, I'm just telling a story. One, it must have high, sentimental content that translates an emotion. Two, the right music must be used to illustrate the story. And three, every model is an actress and each clothing is a face.

"With every show, you must create a dialogue with the media so that they understand what it is you're trying to create and convey, and that their interpretation is in line with your creation."

Her words ring as true for the hotel industry.

One, the best hoteliers are very involved in the beginning and then erase themselves so as to put the customer first.

Two, every hotel is a story and the hotelier, like the designer, must tell the story well – fill it with emotion, illustrate it with the right music (throw out the elevator music, please) and get the right actors.

Three, make sure the media understands "what it is you're trying to create and convey, and that their interpretation is in line with your creation."


The SHY Report
A regular column on news, trends and issues in the hospitality industry by one of Asia's most respected travel editors and commentators, Yeoh Siew Hoon.

Siew Hoon, who has covered the tourism industry in Asia/Pacific for the past 20 years, runs SHY Ventures Pte Ltd. Her company's mission is "Content, Communication, Connection".

She is a writer, speaker, facilitator, trainer and events producer. She is also an author, having published "Around Asia In 1 Hr: Tales of Condoms, Chillies & Curries". Her motto is ‘free to do, and be'.

Contacts: Tel: 65-63424934, Mobile: 65-96801460

Check out Siew Hoon's new website, www.shy-connection.com, which features a newly-launched e-zine with a difference.