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Yvette Ashby to speak in webinar held by Bournemouth University

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Yvette Ashby, Founder and CEO of PCIAW®, is joining an exclusive, industry-wide workshop event chaired by Dr. Kaouther Kooli from the Academy of Marketing B2B SIG, Bournemouth University, on 30 June 2021 at 10:00am – 12:10pm (GMT).

A Better Normal: Multi stakeholders views on the COVID 19 crisis facing the global textile and clothing industry – possible ways ahead” invites key stakeholders in the industry to discuss the impact of the COVID-19 crisis and suggest possible ways ahead.

The COVID-19 pandemic and the subsequent worldwide restriction measures have engendered deep economic, social, political and cultural crises that have shaped individual and organisational actions across the world. The textile and clothing industry, like many industries, has been severely hit by the outbreak of the coronavirus pandemic, which has challenged the fragility of the global textiles supply chain. Garment factories in Bangladesh, Yangon, Myanmar, Tunisia, Egypt, Madagascar and Morocco, as well as many fashion and apparel retailers have been forced to shut, leading to the layoff of millions of workers.

Governmental restrictions, especially retail closures, also affected consumer demand for nonessential products and services, including fashion products. The fashion industry is also challenged by rising consumer environmental awareness, resulting in flight shaming and shunning of plastic, making front fashion’s heavy environmental footprint front page news.

The disruption in the clothing and textile industry demands urgent and serious transformations.

This workshop aims to create a code of conduct and industry monitoring body as well as governance guidelines for practitioners on how to best manages the Covid-19 crisis and identify potential responsibilities and roles. A team will monitor the discussion and summarise key points at the end.

The “Deep and Disruptive Transformations: the New Normal for Organisations and their Stakeholders” event will take place on 29-30 June, co-organised by the LIGUE laboratory, University of Manouba, and Academy of Marketing and Bournemouth University. Attendance is free.  

To join this workshop, please register here


10.00 – 10.05 Dr. Kaouther Kooli to open the event, introduce the issues, implications and the expected outcomes from the session.

The practitioner session aims to identify key challenges and their challenges facing the industry during the Covid-19 crisis, what has been learned from this for business forecasting, responsibilities, accountabilities, environmental crisis.

10.05 – 10.15 Dr. Lilia Naas, Chief Office for Arab States, International Trade Centre (UN): the impact of Covid- 19 on (the Arab region/global) trade and ways to ensure good and bold recovery. 

10.15 – 10.25 Dr. Matthias Knappe, Senior Officer and Programme Manager for Cotton, Textiles & Clothing at The International Trade Centre, Programme Manager, GTEX.

10.25 – 10.35 Mrs. Yvette Ashby, Founder and CEO, Professional Clothing Industry Association Worldwide (PCIAW®), UK.

10.35 – 11.25 Covid 19 impact: shared experiences from:

Mr Ghazi el Biche, CEO, VanLaack Group

Mr Rachid Zarrad, Mounir Zarrad, Malek Zaguia, PR, Sartex Group

Mr Mahdi Ben Miled, VTL Group

Mr Hosni Boufaden, President of the Tunisian Federation of Textile and Clothing Industry

Ms Barbara Grunewald, OCO Global

Mr Jalel Zayaty, MP, ORTHO Group

Q&A: 30 minutes

11.55-12.05 Professor Merlin Stone, Consulting and Visiting Professor, St Mary’s University, Twickenham, London, UK and the University of Portsmouth, Portsmouth, UK.

Managing mega-risks – the role of marketing.

12.05- 12.10 Dr Kaouther Kooli and Nizar Ata, The impact of Covid-19 pandemic on sustainability practices in the textile and clothing industry.



Dr. Lilia Naas

Chief Office for Arab States, International Trade Centre (UN)

Dr. Matthias Knappe

Senior Officer and Programme Manager for Cotton, Textiles & Clothing at The International Trade Centre, Programme Manager, GTEX

Mrs. Yvette Ashby

Founder and CEO, Professional Clothing Industry Association (PCIAW®)


Prof. Merlin Stone

Visiting Professor, St Mary’s University, London, and the University of Portsmouth


Dr. Kaouther Kooli

Principal Lecturer in Marketing, Chair of the Academy of Marketing B to B SIG


Mr. Nizar Ata

Aylan Consulting


Proud Partners

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