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Global Apparel Markets
Issue 9:
1st Quarter 2010

Product Overview
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Reports in this issue
Talking strategy: clothing production in high cost countries -- marketing the benefits (8 pages)
Global apparel markets: profile of Tukatech: pioneering clothing design technology for developing countries, 1st quarter 2010 (19 pages)
Global apparel markets: product developments and innovations, 1st quarter 2010 (9 pages)
Trade and trade policy: the world's leading clothing exporters and key markets, 1st quarter 2010 (33 pages)
Global apparel markets: business update, 1st quarter 2010 (26 pages)

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Talking strategy: clothing production in high cost countries -- marketing the benefits

Buy 'Talking strategy: clothing production in high cost countries -- marketing the benefits' now 8 pages, published in Issue 9, 1st Quarter 2010  
Report price: Euro 275.00; US$ 365.00  

In today's market place, it has become the norm to source clothing from countries with low costs. Furthermore, buyers are being forced to look for ever cheaper sources in order to satisfy consumers who are increasingly demanding while competition at the retail level continues to get tougher. However, there is still a gap in the market for manufacturers based in Western Europe and the USA who produce goods in their own countries for sale in their domestic markets and for export.

Of course, production costs are usually much higher in developed countries. Indeed, labour costs alone in Western Europe can be over 100 times as high as those in certain Asian countries. Nonetheless, manufacturing in developed countries brings with it a number of benefits. One benefit is flexibility in being able to offer smaller production runs and short delivery times. While distant suppliers may be cheaper, they often demand minimum quantities which can be too high for smaller companies.

Furthermore, buyers are looking increasingly to source from factories which adhere to corporate social responsibility (CSR) programmes in general—and fair labour practices in particular. Factories based in Western Europe and the USA are usually easier to audit, and tend to be audited regularly—which provides them with a significant competitive edge. Also, it is generally easier for a buyer to verify the accuracy of claims by suppliers that their factories are in compliance when the factories are located in Western Europe and the USA. Importantly, sourcing closer to home enables a company to cut down on the distance which a product has to travel in order to reach the customer and therefore provides scope for the company to reduce its carbon footprint. Some German companies are capitalising on the fact that they are sourcing from domestic factories by publicising these benefits in their marketing and promotion, and adding "Made in Germany" labels to their products.

In "Talking strategy" this quarter, Christian Schwab, the chief executive officer (CEO) of Nautilus skin touch, provides insight into the strengths and weaknesses of clothing production in Germany. In doing so, he explains that the key to success is to stay close to your customers and to tell a story.

Table of Contents
Talking strategy: clothing production in high cost countries -- marketing the benefits
  • Talking strategy: clothing production in high cost countries—marketing the benefits
  • Setting the scene
  • Christian Schwab's view
  • Appendix: company background

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Related Reports  
Product Overview   

Four times a year, Global Apparel Markets provides essential and up-to-date analysis and insight into the global apparel industry.

Reports contain updates on developments in the apparel sector, trade and trade policy, research-based information on individual market sectors, business news and expert opinions on strategy – to keep retailers, manufacturers and investors informed of the facts and figures which will affect their businesses.

Each issue contains:
a detailed research-based report or company profile covering information on sourcing, developments in technology, colour and/or fabric trends, market sectors such as discount retailing, or other issues which affect companies in the apparel industry;
a round-up of industry developments and innovations in the apparel sector;
a feature on trade and trade policy;
advice from industry experts on strategy; and
business news
An annual subscription to Global Apparel Markets is a cost-effective way to keep yourself and your colleagues informed about trends and developments in the global apparel industry. The reports are available on subscription in printed and electronic format.

You will also receive "Global Apparel Update" delivered to you by email, free of charge, once a month. This free supplement contains an update of business news as well as the latest product developments and innovations.

Individual issues are also available for purchase. Our customer service team will be pleased to advise you on the most suitable method of purchasing.

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If you choose the printed and electronic option, you will receive an extra service. You will still receive each issue in printed format, delivered to you by traditional post.

In addition, you will be able to download PDF files containing the same information – but the PDF files will be available immediately on publication, so you don’t have to wait for the printing and mailing. You also have all the benefits of electronic files: instant access even when you are away from the office; convenient storage in your PC or laptop; portability; electronic search facility; and copy/paste facility.

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"In our work, we were looking for industry insights and trends - who the major suppliers were, which countries were producing and what, productivity rates, investment incentives, where investors were moving to and why, etc. A lot of the individual country case studies you did were great - I remember one recently on the UK for example. There was also a great article from a guy on the Turkish market and recent trends there. Both these articles were written for the layman so they were easy to understand but comprehensive at the same time.

The technology articles were also interesting.

Basically, it was an all-round good publication that covered everything in enough depth so that you would always find something of interest in each issue."
(Alan J. Saffery; Competitiveness, Private Sector & Economic Growth ; Saffery Consulting)