The textile and garment industry as a whole has been severely affected by the ongoing global recessionary trends which have resulted in a slowdown. Amongst the main textile products suffering the brunt of the crisis, denim is also feeling the heat to a very great extent. Production of denim which is mainly used in manufacturing of jeans has fallen drastically.
To understand the current trends and impact of the crisis, Fibre2fashion spoke to Mr Haroon Rasheed, Marketing & Merchandising Manager at SM Group, a Pakistan based textile group with interests in denim manufacturing, garments and garment finishing. Their exports touched US $30 million and have a denim production capacity of 1 million meters per month.
We began the interview by asking Mr Rasheed as to how he sees the present denim market in domestic as well as global context and to the current trends prevailing in the markets, to which he said, “Denim Market will be become more powerful because people are looking for a long lasting dress that could go a long way with them, which is the single reason which portends a great future for denim”.
Explaining further, he said, “On the other end denim has the most versatile fashion aspects with stitching styles, washing impacts, comfort and durability and is the only fabric or dress that has no age boundary, so I am positive that denim is going to be on a upward growth curve and a rising business with a excellent future in the coming days”.
Next, we asked him to elaborate the strategy in context of competition to capture a good market share, to which replied extensively by saying, “Well, all I say that is that there are only two tools to handle any kind of business situations, 'Hard work for Quality and Services with Honesty' and said that, “Even though volumes may be low, customers are still working with their preferred suppliers”.
“I will suggest working with a new courage to get back to your positions and move with a spirit to give the maximum satisfaction to your clients and check what is your contribution in word of mouth market and how you can increase it. Remember, people are still wearing and purchasing and sales are still continuing”, he philosophically advised with the advice worth its weight in gold.
Towards the end of the interview we requested him to reveal the steps undertaken by his organisation to face the global crisis head-on, to which he smartly refused to divulge the details and side stepped the question by off-course admitting, that they were indeed facing problems but had adjusted their strategies accordingly to face the crisis head-on.
Fibre2fashion News Desk - India
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