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| Sunday, 5 May 2002 |
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Apparel industry gears up for 2005 A seminar titled 'Apparel Marketing and You' was conducted recently by Dr. Tony Hines from the Manchester Metropolitan University in the UK. It was jointly organized by the Chartered Institute of Marketing (CIM) and the Sri Lanka Apparel Exporters Association (SLAEA). The intention of this seminar was to educate and inform the apparel industry on ways of improving their sales and marketing strategies to succeed in a highly competitive and challenging market environment after the present quota system is abolished in 2005. The seminar threw light on how to survive amidst strict competition while also improving overall productivity and credibility levels in the inevitable post-2005 scenario. The year 2005 will be significant for the local apparel industry, which accounts for 52 per cent of the country's exports, as it will see the cessation of the Multi-Fibre Agreement (MFA). This will bring to an end the textile quota system on which the industry has become heavily dependent. With the quota system abolished, garment factories will need to go beyond their current manufacturing expertise and know-how, and develop skills to market their product directly to the customer. Once the quota system is abolished, it is estimated that 60 per cent of the country's existing factories may shut down. Surviving in the new trading environment beyond 2005 will depend entirely on how well the industry markets its manufacturing capabilities and product quality to the international market. While the phasing-out of quotas might be perceived by many as a threat, it could, in reality, be a great opportunity for the industry. With effective marketing and by building strong and direct relationships with buyers, the Sri Lankan industry has the potential not only to sustain itself, but continue to grow beyond 2005. Dr. Hines offered advice and practical solutions on apparel marketing to the industry. He also shared his knowledge on the steps being taken by countries in the Asian region in preparation for 2005. Appreciating the need for marketing skills in the apparel industry, the SLAEA, in association with CIM and Dr. Tony Hines, has developed an apparel specific marketing programme to give the local industrialists the knowledge required to perform competitively in the international apparel retail arena. This is the first time CIM UK has ventured into an apparel specific qualification. The course is scheduled to commence in June and will have a similar structure to the present CIM marketing course, with the emphasis on apparel marketing. Dr. Hines brings with him years of knowledge and professional expertise on the subject. He has conducted seminars and discussions on industry related issues in many cities around the world. Formerly a director of the Apparel Marketing Research Group at the London College of Fashion, he is currently a Senior Lecturer in the Department of Retailing and Marketing at the Business School in the Manchester Metropolitan University. |
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