The scope of marketing is broadened whenever a country sells its products in the international market. Here the culture and activities of one country meets the others. To remain successful, every country, and organization participating in the global race has to take care of the enduring components of marketing; namely 'customer value', 'focus', and 'competitive advantage'. Apparel market is competitive and challenging both in terms of manufacturing and retailing. The year 2008 has caused a mixed reaction in the global market for clothing. Looming recession and a resulting economic slowdown has weakened the consumer's confidence thereby considerable influencing the overall apparel sales for 2008.

 

Asian markets played a key role during 2008. The demographic evolution in Asian countries like India and China, and increasing brand awareness, have caused a drastic change in the preferences of consumers who had began to shift their choice towards branded apparels, boosting the growth of organized clothing sector. US has started an 'anti-subsidy' war against the import of Chinese clothing. Effects of Obama's trade policies and its influence in the US apparel market are yet; unknown. Performance of Bangladesh and Vietnam ascertained to be strong, with Vietnam proving to be a 'rising star' in the global forefront.

 

China:

 

China is currently a dominant player in the global clothing market. The country is able to gain a competitive advantage in the global forefront due to its positive economic transformation, Government support, and raw material cost. Despite a fall in the export figures during 2008 due to economic slowdown, China's dominance in the global clothing industry will remain unaffected. Exports increased by 11% during the first half of the year.

 

China depends more on EU and US for its clothing exports. Chinese apparel prices in the EU market rose for some categories. However, with the spreading recession, increase in labor costs, and falling Euro, export figures showed a declining trend during the third quarter of 2008. With the removal of quotas and rising currency value in EU, China is positively expecting an upturn.

 

India:

 

Like every other country, plagued by recession, India is also badly hit, its apparel exports to US and EU slowing down. US and EU comprise of 64% of the global trade, and changes in their functioning affect the global market as a whole. Rising labor and transportation costs affect the apparel exports for the year. Analysts predict that the export prices will further be reduced.

 

India is an imperative trade associate for EU and has a growing economic power that will reshape the global economy in the years to come. Establishment of a comprehensive and wide-ranging free-trade agreement between EU and India is proposed, which is expected to bring positive consequences for textile and clothing segments. This would favor Indian apparel exports into EU, and simultaneously attract more investments from EU into the retail industry of India.

 

US:

 

Apparel imports of US, which constitute a major share in the world market showed a declining trend with an overall decrease of 3.3% during 2008. However, in December, with the removal of quotas, textile and apparel imports surged from China. Central America was mainly affected by China's performance. Imports into the US markets from Vietnam and Bangladesh remained strong.

 

US started its 'anti-subsidy' battle against China's textile and apparel imports during December; a few days prior to the expiry of quotas. Earlier the Bush regime attempted to restrict the clothing inflow from China. As the economic turmoil is pressing the country harder, US is now under the pressure to opt a fair trade with China. Obama's policies will disclose what is in store for China's clothing imports into US.