1st International Textile Clothing and Design Conference, Dubrovnik, Croatia, 6 - 09 October 2002, pp.630-635
There is more worldwide manufacturing and retailing capacity for apparel than there is demand for the products. Most apparel markets have many firms with small market shares and thus a high level of competition. To be successful, a firm must take its products more appealing to the target customer and identifiable from the masses. Owners of nationally advertised names, logos, or other trademarks seek to create a particular product identity and image through advertising and promotion and provide consistent quality, performance, and styling to fit the image. Turkey is one of the leading textile and clothing producers and exporters in the world. Turkish clothing industry, dominated by private sector, has a flexible production structure and an experience, and can adapt itself to the changing fashion trends. Turkey is aware that the necessity for creation its own collections and trademarks to keep and develop its position in not only the sophisticated markets of developed countries, but also in some other new local markets in neighboring countries and our domestic market. This implies a total effort to be exerted to eliminate the weaknesses and to strengthen the sector through regulations, acts, firms and bodies producing and encouraging new marketing strategies.