Background
The manufacture and marketing of garments is one of the most basic and most competitive industries in the world. Whereas the country of manufacture has continually changed over the years as companies sought to reduce costs, the marketing of garments has become a very specialized activity due to changing national and fashion trends within the buying nations. Not only do low costs need to be maintained, but constantly changing market requirements also need to be met.
Objective
The overall objective of this program is to help garment manufacturers “know their customers” in the U.S. marketplace. Only by experiencing the U.S. marketplace first-hand and meeting retailers and wholesalers in the U.S. will garment manufacturers be able to truly understand how their industry works and to help them anticipate changes. They will learn commonly used marketing techniques and be able to adapt them to their particular situations.
How can the CEI program help?
This economic development mission will help participants gain valuable market insights into the U.S. marketplace. The U.S. is a massive market for garments, and this program will help countries with low wage rates as they seek an ever-increasing share of this market.
Expected program benefits
Garment manufacturers will be able to see the latest practices used in the U.S. and will be able to discuss practices with industry leaders. This will enable them to improve services and products to current and future clients and will enable them to become aware of the latest industry trends. This will help participants and their companies to increase their competitiveness and productivity in a worldwide market.
Many of the companies visited in the U.S. will have offices in countries throughout the world. Visiting the U.S. companies can open doors in these other offices in Western Europe and elsewhere.
Topics to be covered
Topics to be covered include:
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Expectations of U.S. clients and consumers.
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Needs that overseas suppliers are and are not currently meeting.
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Improved opportunities for overseas suppliers.
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Management and marketing trends in the industry.
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Identifying cost-effective practices
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Organizing marketing programs for the industry
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Garment design
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Industry trends
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How buying houses work
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Bringing new marketing applications to the marketplace
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International trade issues, particularly those arising from use of the Internet and information technology
Where will the CEI mission travel?
The mission will visit companies specializing in the garment industry, predominantly in the U.S. East and Midwest. Participants will tour buying offices, wholesalers, retailers and designers targeting different age, style and cultural groups. In addition, they will visit manufacturing plants, trade associations, market research companies, and other sectors of the garment industry. They will meet with industry executives to discuss and learn successful strategies and tactics for marketing to garment wholesalers and retailers.
The mission may study organizations such as:
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Federated Department Stores
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Liz Claiborne
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Cintas (workplace uniforms manufacturer)
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Textile associations
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Target
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Wal-Mart
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Kmart/Sears Roebuck
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Garment design houses
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Buying houses