For a business to see success in Mobile Commerce in 2015, we need to optimize our websites for mobile
Cemalettin Sarar, Chairman of Sarar Group, shares some essentials about the global and Turkish ready to wear apparel market in an interview with Fibre2Fashion Correspondent Ridaa Saiyed.
Synopsis:
Sarar, which greeted the fashion world in 1944 from a modest tailor's workshop in Eskisehir, today continues purveying stylish and creative designs across 5 continents and in 49 different countries. After the superior performance, it demonstrated in the men's ready to wear sector, and having succeeded in becoming a leading name during its business life, Sarar soon proved itself in the women's ready to wear and home textiles sector with its quality products and unique service approach.
Cemalettin Sarar is the Chairman of the Board of SARAR. He had his own business as a tradesman with his brothers in 1983. He was also the president of Eskisehir Chamber of Commerce between 2005 and 2009. Mr. Sarar started working soon after graduating from High School of Finance and Trade.
Cemalettin Sarar has been awarded the "Honorary Doctor" title from Esogu, "Outstanding Service" Award, "Star of The Export" award by the Turkish President Erdogan, "The Best President of the Chamber of Commerce", "Turquality" prize, "Golden Patent" Award, "Entrepreneur of The Year" by Dunya newspaper and "Businessman of The Year" awards (by Economy Magazine and Istanbul University of Business Administration).
Excerpts:
SARAR Group has been in the apparel market for quite a long time now. Can you give us a broad idea about the recent notable developments in the ready to wear apparel industry?
SARAR group is in the apparel market since 1944. Ready to wear apparel industry is the pioneer industry among the industries in Turkey. It is the topmost in manufacturing industry if you compare with the others based on employment, production and export. Thus, a possible fluctuation in the ready to wear apparel industry, which has the biggest portion of the country economy, affects whole economy. Textile industry, which is mostly open to possible negative effects of crisis with the automotive industry started to go forward after 2010. In 2009, textile industry completed the year with 19% reduction of textile import and increased export percentages in 2010.
An overwhelming number of employees in your company are women. What is the reason?
SARAR Group employs around 5000 employees. Almost 80% of this number is women. Women are handier and their hands are susceptible to craftsmanship.
The advent of new technologies is likely to change the way clothing is manufactured over the next one decade. How will it impact large companies like yours?
We are following the advent of new technologies closely. However, we are also aware that a production process in clothing industry without the human element is bound to have flaws. Equal emphasis on hand craftsmanship and technology is what makes the production process smooth.
Your company has its own manufacturing facilities. How do you look at outsourcing manufacturing to other countries, especially African countries and Least Developed Countries (LDCs)?
Constant quality is very important for us. We want to keep it that way and that is why we do not think to produce in other countries.
What prospects do you see for the Turkish home textiles in the global home textile industry?
The Turkish Home Textile Industry provides the highest quality standards in whole production range as well as in promotion and marketing. We raised our competitiveness through advancement and innovation. During the past few years, Turkish Home Textile Industry has succeeded in dealing with and combating the negative aspects of the global economic crisis.
From employing women to building sports clubs for the youth, your company has been actively taking part in the CSR activities. According to you what role does the corporate social responsibility play in the retail apparel industry?
Apart from its successes in the manufacturing arena, Sarar continually supports many types of sports and sportsmen in Turkey. Sarar not only supports favorite professional sports but also sponsors amateur sports such as Taekwondo, Fencing, Weightlifting and Billiard. For example, Sarar has sponsored The European Weightlifting Championship in 2001 and 2002. Sarar dresses too many National Teams since 1996.
Mobile commerce is a key market driver going forward to 2015. What do you have to say about it?
For a business to see success in Mobile Commerce in 2015, we need to optimize our websites for mobile. As the mobile commerce industry is exploding and user-friendly mobile design is becoming more common, mobile users are learning to expect it. If companies do not optimize their websites for mobile, they will start to fall behind in 2013.
The ready to wear apparel industry faces a tough global competition. How to deal with it and survive in the global apparel market?
Quality and Customer Satisfaction is identical with Sarar Brand. We will remain true to that Headline.
Do you think that the existing brick-and-mortar stores (physical shopping) are getting replaced by the online stores (online shopping)? Give Reasons.
While marketing research employs techniques like focus groups, surveys and observation to better understand consumer decision-making, virtual store research uses these standard research techniques within a simulated store setting, delivered via computer. Brick-and-mortar stores will never lose ground. Because major fraction of customers will always prefer to touch, to feel, to try, to see the colours in natural environment before they buy.
2014 is going to be the year of retail, especially for the men and women apparel industry. What are the economic, political and environmental factors that may affect the global apparel retail industry in the upcoming year?
Macro environmental factors, which can affect clothing industry, are:
a-Consumer Factors include cultures, norms,lifestyle, demographics and population changes
b-Economic Factors can have both positive and negative impacts on the clothing industry
c-Technological Factors can affect the clothing industry that includes the availability of resources, demand and production. For example, the scarcity of certain materials, such as leather, may force retail and wholesale clothing companies to sell more faux or substitute leather products. Retailers may increase the prices of cotton clothing if they encounter shortages of this raw material, as they must pay their manufacturers more.
d-Legal and Political Factors can affect small businesses in the clothing industry. The industry has repeatedly been affected by issues such as workers' rights and child labor laws.
