Apparel builds a new image

28 Aug '06

3 min read

Textile Industry Development Minister Jayatissa Ranaweera who was the Chief Guest at the occasion said that apparel industry provides employment for 1 million Sri Lankans which needs to be further improved while expanding the market with a better brand image.

"I am grateful to the industry for taking the initiative for creating a new brand image for Sri Lanka Apparel which earns foreign income," Minister said. THE APPROACH A core team of marketing professionals embarked on the task of developing a long-term branding platform for the industry.

This team comprises STING Consultants, AC Nielson and Grey Global Group, Sri Lanka. STING Consultants were involved in developing the overall approach, strategy development, AC Nielson handled the market research and Grey, the branding and communication.

This industry being one where cost, quality and reliability were givens, the challenge was to find a differentiated brand proposition that was relevant to the customer and one where Sri Lanka had the credibility to deliver.

THE STRATEGY
Several propositions were tested in the research and the findings pointed towards an opportunity to differentiate Sri Lanka on the ethical platform. This is backed by the fact that Sri Lanka is a destination where good working conditions are present and child labour is absent.

It is also becoming increasingly important that garments are sourced from countries adhering to internationally acceptedethical practices to fulfil the end consumer concerns that garments are manufactured in an environment that does not employ child labour and empowers women.

CONCLUSION
It is key to note though that this proposition is a small endorsement in a larger set of activities and that it is the first step in a process that needs to be carried out individually and collectively by the apparel industry.

Sri Lankan Apparel