Marketing Strategy of Garment Industry

Manisha Beniwal
Department of Textiles (Fashion Technology)
DKTE’S Textile & Engineering Institute, Ichalkaranji, India
Intern at Textile Learner
Email: [email protected]

Garment Industry:
Garment industry summarizes the types of trade and assiduity along the product and value chain of apparel and garments, starting with the cloth assiduity (directors of cotton, hair, fur, and synthetic fiber), embellishment using embroidery, via the fashion assiduity to vesture retailers up to trade with alternate-hand clothes and cloth recycling. The producing sectors make upon a wealth of apparel technology some of which, like the impend, the cotton gin, and the sewing machine heralded industrialization not only of the former cloth manufacturing practices. Clothing diligence is also known as confederated diligence, fashion diligence, garment diligence, or soft good diligence.

Different Departments of a Garment Factory:
Here is the list of garment factory departments. These departments include the pre-production departments, product, and post-production departments. The supporting departments are also listed then.

1. Marketing and business development department
2. Design department
3. Retailing department
4. Pattern making, CAD department
5. Sampling department
6. Fabric store and fabric sourcing
7. Trims and accessory store
8. Fabric testing lab
9. Production Planning and Control
10. Cutting department
11. Sewing department
12. Quality control department
13. Machine conservation department
14. Garment washing department
15. Finishing department
16. Printing department
17. Embroidery department

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Objective of Marketing in Garment Industry:
The broad objectives of Marketing are:

1. Appreciation of selling practices and influences in the marketing situation
2. Develop policies and frameworks
3. To work out marketing, mix that aim to satisfy the requirements and wants of the purchasers
4. To satisfy the requirements and wants of customer
5. To make adequate profit it’s for the growth of the enterprise
6. To boost the standard of living of people

Market Strategy of Garment Industry:
A marketing plan for a cloth industry company sets forth a specific request strategy that identifies marketing pretensions and objects with time-specific conduct for achieving them. The cloth industry includes the design and manufacturing of fabrics and other fabrics. Distribution channels include manufacturers, importers and retailers. As a result of the wide compass of distribution channels, as well as the variety of product and service parts, each marketing plan will vary extensively, and will be particularly acclimatized to each company’s pretensions and objects. Not all customers are the same. A target request represents a specific type of buyer that a company has linked as potentially interested in the company’s product or service. A target request can represent a linked niche. For illustration, a small manufacturer might conform its design and product labors to the home fabrics request, which represents a fairly large request member. The manufacturer can also conform its products to environmentally conscious consumers, analogous to Europe’s Ecolabel cloth products. In such a case, the manufacturer can also vend products to both general retailers in the ménage cloth request and retailers in the niche environmental products request.

Briefly described of marketing strategy in garment industry:

Product Diversification: Product diversification may be a strategy employed by a organization to increase profitability and achieve higher sales volume from new products. Diversification is necessary to bring in order to sustain in market and garment industry working in different sectors of product can give diversification.

Product Line Extension: Product line extension is a marketing strategy that uses an established brand to introduce a new item into the same product line. The new item may differ slightly from what a corporation already offers, like in flavor, color, form, ingredients or packaging size, so these can be the strategy that garment industry can employ so as to introduce same product in different manner into the market so as to catch interest of consumers.

Branding Strategy: Garment industry can employ these strategies so as to run the production in bulk and build brand so as to get to create identity in market and get consistent consumers for their products.

Packaging Strategies: It can implement in order to give some value addition to the outer appearance of product for shipping purpose.

Distribution Strategies: Targeting market is crucial and it’s necessary to maintain proper distribution channel in order to reach as many as consumers one can.

Promotion and Pricing Strategies: Giving optimum price and promoting product is equally important in order to gain the orders for bulk quantity so as to increase profit.

For Marketing Strategy one requires to learn about 4 P’s that are Product, price promotion and place. After a garment that is the ultimate product is ready then it uses 4 P’s.

Product: Defining the product also is crucial to its distribution. Marketers need to understand the life cycle of a product, and garment industry need to have a plan for dealing with products at every stage of the lifecycle. The type of product also dictates in part how important it’ll bring where it should be placed, and how it should be promoted. Many of the most successful products have been the first in their order.

Price: Price is the amount that consumers will be willing to pay for a product. Garment industry must link the price to the product’s real and perceived value, while also considering force costs, seasonal abatements, challengers’ prices, and retail luxury.

Promotion: The goal of creation is to communicate to consumers that they need this product and that it’s priced meetly. Promotion encompasses advertising, public relations, and the overall media strategy for introducing a product. Garment industry supply the product and to get the satisfied demand it’s necessary to promote the product appropriately.

Place: Place is the consideration of where the product should be available, in slipup-and-mortar stores and online, and how it’ll be displayed. The decision is crucial. The makers of a luxury ornamental product would want to be displayed in Sephora and Neiman Marcus, not in Walmart or Family Dollar. The thing of business directors is always to get their products in front of the consumers who are the most likely to buy products. Garment industry should use this as marketing strategy tool since the retailing is increasing day by day and the visual merchandiser has also become an important part to be considered.

Conclusion:
Thus marketing strategy is essential for any industry so as to make their product identity and to get as many as customers they can. Garment industry itself is huge industry and the marketing strategy should be planned well so that they get sustained into the market and gives the best consistency they can.

References:

1. Fashion Marketing Management by Dr.V.Ramesh Babu, Mr. A. Arunraj First published 2019, Woodhead Publishing India Pvt. Ltd.© Woodhead Publishing India Pvt. Ltd., 2019
2. A Study on Marketing Strategies of Garment Industry With Special Reference to Tirupur, International Journal of Research and Review Vol.7; Issue: 2; February 2020 ,Website: www.ijrrjournal.com
3. Clothing Industry. Retrieved July 11, from, https://en.m.wikipedia.org/wiki/Clothing_industry
4. Different Departments in a Garment Factory and Their Function. Retrieved July 11, from, https://www.onlineclothingstudy.com/2018/11/different-departments-in-garment.html
5. Textile Industry Marketing Plan. Retrieved July 17, from https://bizfluent.com/info-8625985-textile-industry-marketing-plan.html
6. The 4 Ps of Marketing. Retrieved July 17, from https://www.investopedia.com/terms/f/four-ps.asp

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Founder & Editor of Textile Learner. He is a Textile Consultant, Blogger & Entrepreneur. He is working as a textile consultant in several local and international companies. He is also a contributor of Wikipedia.

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