CIM Apparel Marketing program to drive industry

The Apparel Industry which has been a significant contributor to the Sri Lankan economy, accounting for over 50% of national GDP, is continuously challenged to compete in the international arena.

With an even playing field emerging within this global industry, countries such as China, Vietnam and India are surging ahead in the US and EU markets, differentiating themselves through low cost production.

Sri Lanka's apparel industry on the other hand has embarked in formulating a holistic strategy which projects its competitiveness through ethical practices and its competent human capital.

To strengthen the skill base across the manufacturing value chain, the industry formulated several global partnerships with leading professional and educational institutes.

The collaboration with the Chartered Institute of Marketing, UK was a partnership, to develop the marketing competency within the industry, through a program which focused specifically on marketing skills required in the Apparel Industry. The Apparel Marketing Program, launched in June 2002 and currently offered in Sri Lanka through the Synergy of Marketing., is the first of its kind, focusing on apparel marketing.

Candidates embarking on the program are provided sponsorships within the industry to gain a first hand understanding of the operation. On completion of their post graduate apparel diploma, they are absorbed into the permanent cadre of the organisation. The program has produced 100 qualified apparel marketers who are currently employed in the apparel industry locally and globally.

To enhance career development prospects for these qualified graduates, the industry led by MAS Holdings (Pvt) Ltd has initiated the formation of an alumni body. This body will focus on driving initiatives that strengthen the apparel industry in the global arena while ensuring that a platform is set for members of this body to effectively identify and develop skills in areas concerning the front end aspects of the industry through post graduate and professional development programs.

An event inaugurating the Alumni will take place on January 18 chaired by Mahesh Amalean.