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Price remains to be main deciding factor for KWWF customers

26
Nov '09
These were the findings of the Kyrgyz textile market research performed by the marketing specialists of Flexi Communications, an integrated communications agency, (FC) at the request of the Kyrgyz worsted woolens factory (KWWF). The main purpose of the research was to identify the needs of KWWF potential consumers.

The research was conducted among wholesale buyers of pure wool and mixed wool fabrics, throws, blankets and yarn, such as heads of apparel and knitwear facilities, owners of retail textile outlets, heads of tailor shops and boutiques, textile associations executives.

FC marketing professionals examined the product mix of fabrics available in retail stores and markets. It was found that domestic textiles are virtually non-existent in the republic that has traditionally served as the supplier of raw materials for the light industry. Thus, domestically manufactured wool and mixed wool fabrics amount to no more than 2% of all available fabrics.

The dominant position in the market belongs to synthetic wool replicas with minimal wool content (from 5 to 10%). Almost the entire bulk of synthetic fabrics in the market are manufactured in China. Fabrics with higher wool content (20-30%) are produced in Korea - 57%, Turkey – 31% and other countries – 12%. Retail stores of Kyrgyzstan feature Korean (47%), Turkish (22%), Italian (18%) and British (11%) wool and mixed wool fabrics.

A similar situation dwells in bedding, blankets, throws and yarn retail.

- Price remains to be the main deciding factor for the customers. Whereas the price of domestic wool fabrics range from 300-600 soms per running meter and cotton fabrics cost anywhere between 150 and 500, synthetic fabrics can be purchased for 80-100 soms per meter, - explains Asel Amorova, Flexi Communications marketing consultant at KWWF.

– Meanwhile, however, the expert point out a trend for gradual growth of the premium segment and local apparel manufacturers switching to higher quality fabrics, including ones with higher natural content. Since this is an emerging trend, it is too soon to draw any conclusions. Nevertheless, if it continues, soon KWWF will experience a significant growth in demand for its wool and mixed wool fabrics.

Another potential niche for the Kyrgyz worsted woolens factory is manufacturing special-purpose fabrics (for military, police use, etc.), fabrics for school uniforms, as well as wool blankets and throws.

Open joint stock company “Kyrgyz Worsted Woollens Factory” is a large manufacturer of pure wool, mixed wool and worsted woolen fabrics, yarn, throws and blankets in Central Asia. The factory was founded in 1963 as a full cycle manufacture from scoured wool to finished fabrics; the enterprise was privatized in 1992. Capacity of the factory is 24 thousand spinning spindles and 3.0 million running meters of wool fabrics. The factory employs 800 people.

Kyrgyz Worsted Woolens Factory (KWWF)


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