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Textile designing & marketing can boost competitiveness – SBP report
Jul '11
A report released by the State Bank of Pakistan (SBP) says the domestic producers of textiles and garments can boost their global competitiveness to the fullest through adoption of aggressive marketing policies and innovative branding.

The SBP report states that textile designing and branding seem to be undergoing a conceptual change. Major textile companies are taking up fabric processing in association with fashion designers – while companies produce fabrics, the fashion designers provide brand recognition to them, says the report.

The report stressed that the alliance between textile producers and the fashion industry is the initiator for a conceptual change in apparel exports. According to the report, this alliance while not remaining confined to production and marketing, may even spread to other segments such as garments and knitwear.

Most of the apparel producers from Pakistan fail to withstand global competition as they fail to modify their designs in lines with international trends, says the report. Besides, in global markets Pakistan is found to be mainly focused on men's apparels, as women's apparel market remains to be highly fashion-oriented and necessitates constant market research.

However, now with the involvement of expert contemporary designers, Pakistan's apparel industry too has a chance to foray into lucrative women apparel segment, the report added.

The report observed that the local textile units have recognized the value of branding and thus there has arisen a need to invest in the same. The domestic textile producers are increasingly studying temperament of local customers to determine how much more they are ready to spend for a particular brand, and are accordingly framing their business plans.

The report further stated that the textile companies are making headways in marketing. Some firms, apart from adopting conventional means of marketing like TV advertisements, have also started using new modes like promotional magazines and Internet to increase the appeal of their products.

The SBP report noted that owing to branding and marketing, a considerable improvement has been seen in Pakistan's export potential for processed fabrics. Also, these fabrics have great demand in Indian and Bangladeshi markets owing to cultural similarities. It is a known fact that Indians have great liking for Pakistani fabrics, and Indian retailers place bulk orders for these fabrics.

Fibre2fashion News Desk - India

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