Artus Concepcion in his Manhattan office

“Brain drain” happens when talent moves out of one country into another. But after what bestselling author Malcolm Gladwell calls the “10,000 Hour Rule,” when the expatriate has achieved a decade’s success in his chosen field, brain drain can be reversed into “brain gain.”

Such is the case with New York-based Filipino Public Relations maverick Artus Concepcion, whose powerhouse New York PR firm, Concepter, Inc. (co-founded with partner John Richter) handles high-profile clients from all over the world, including Filipino labels like Celestina and Pepito Albert accessories.

Afte successfully liaising Tina Maristela-Ocampo’s ultra-glam Celestina bags to the New York market and media, Concepcion is now encouraged to promote more world-class products from the Philippines, to penetrate the highly competitive New York market. He is now working with eight proudly Filipino labels which he believes in no time will become iconic fashion brands in the global market.

Do you concur with the oft-stated opinion that New York is the fashion capital of the world?

Artus Concepcion: From a business perspective, New York is certainly the center of gravity of the fashion universe. That’s because the United States is an enormous market and New York is its commercial hub. However, I’d say that the “Fashion Capital of the World” is still Paris. While it may not be as big, commercially, this is where haute couture is and that makes it the capital – if not in the business sense –- then in the design sense.

How important is it for a fashion label to make it big in the Big Apple?

AC: In the entertainment business no matter how big a celebrity may be in their home country, they still dream of making it in Hollywood. Fashion is like that with New York. No matter how important you are in Paris or London, you still haven’t really made it until you’ve made it in New York. Of course, this is where the big money is…

The bigger question now becomes: how can a foreign fashion label penetrate the NYC market?

AC:: Number one is talent.Yes, this is a business, but, first and foremost, it is an art. Until you are selling in the hundreds of millions, each design must be its own, unique piece.

Number two is to have a point of view. When we look at a line we use the word “story.” Is there a story to be told? The press wants something to write about… not just “ooh that’s pretty.”

And, number three, is to never assume it’s going to happen just because you’re good.You need press, PR and sales support. If you don’t allow people to work on your behalf to get you known and move your product, you may wait a long time for the phone to ring.

The list of Filipino labels in your client roster has increased since you started a relationship with Ricco and Tina Ocampo of Celestina. How many Filipino brands are you working on to break into the international market?

AC:: We have eight Filipino clients right now. Celestina, Pepito Albert and Rose Anne de Pampelonne are doing very well. They have all been featured in Vogue, Elle, Women’s Wear Daily (WWD) and Harper’s Bazaar.

Some of our newer clients, such as Bench, Vicki Belo, Rajo Laurel, Tweetie De Leon and Anton Mendoza are already being discussed for features and placements, as well.

What are the chances of a Filipino brand making it BIG in NYC? Do we have an edge over other foreign labels? Do we also have a collective weakness or shortcoming that we should be aware of so we can correct it?

AC: Filipino brands have just as much of a chance of making it, as any other brands, provided they deliver the goods in terms of quality, creativity and design.

As far as an edge, the successful Pinoy brands bring unique perspectives, materials and craftsmanship, that are new and interesting, to the market.

In terms of weaknesses… some Filipino brands struggle with quality control and distribution. Others have a tendency to copy other designers.

Also, the Philippines may be a bit behind the rest of the world in terms of marketing…websites, look books and other materials often lack polish and sophistication.

What is your vision for Filipino brands going global?

AC: Don’t sell these brands short. Many of them are already Global. However, “Going Global” often means becoming very mass and commercial.

Most of our Filipino clients are extremely high-end. Their vision may not be to “Go Global” but more to be “internationally recognized.”

Let’s talk briefly about your own success in the PR business. How did you do it?

AC: First, I love fashion. Even before I was in the industry, I knew the labels, the designers, the trends… I have a passion for it.

Second, hard work. I started as an unpaid intern and worked my way up, slowly, until I had enough knowledge, and strong enough relationships to offer clients more than the companies I was working for. That’s why I started my own.

Third, amazing clients. I will give myself a little bit of credit for having an eye for talent… but it’s their vision and creativity that lets me do my job, successfully.