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Apparel exporters unveil new brand identity 

05 Aug 2021

  • Relaunches website and launches new logo
  • SL Apparel Exporters Association accounts for 70% of exports
  • New identity to help in global marketing 
  • Logo inspired by island shape, female empowerment 
By Imsha Iqbal  The Sri Lanka Apparel Exporters Association (SLAEA) unveiled its novel logo and the branding video which would serve as its brand identity yesterday (5) evening in a virtual event while also relaunching its website.  During the opening remarks, SLAEA Deputy Chairman Shirendra Lawrence stated that last year was when the council members made the decision in introducing a branding along with the rebranding of the website.  When it comes to its unique logo, it is in the teardrop shape of the island, and the circle above the teardrop signifies female empowerment since women are the “backbone of the apparel industry of Sri Lanka”.  The second highlight of the event was the relaunching of the website with an enhanced user experience with a fresh look. It also has included apparel export revenue and its performance of the year 2021 and it was said that the SLAEA is to update its revenue every coming month. The website carried export revenue from the US as well as from the European Union (EU) apart from the total revenue in USD.  Speaking at the event, SLAEA Chairman Aroon Hirdaramani expressed his gratitude towards the committee behind the branding and he said that branding is important because it is a part of the collective identity as the Association.  Hirdaramani further noted that the association is working towards the changing needs of customers and new branding would contribute together with digital tools, while marketing the apparel industry of the country.  The gold sponsor of the event was Coats and the silver sponsors were FedEx, Hellmann MAS Supply Chain, HSBC, Avery Dennison, and Stretchline.  The SLAEA was founded in 1982, and represents the apparel exporters of the country while its membership accounts for over 70% of the country’s apparel exports. The Apparel Exporters Association has been affiliated with six organisations and they are Joint Apparel Association Forum (JAAF), The Ceylon Chamber of Commerce, The Employers’ Federation of Ceylon (EFC), The Exporters Association of Sri Lanka (EASL), The Sri Lanka Shippers’ Council (SLSC) and The National Labour Advisory Council (NLAC).


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