Turkey: gaining market share in the U.S. ready-to-wear clothing market

Victoria Seitz (), Neace M.b (), Nabil Razzouk (), Esin Keyfli and Chin-Wei Tung ()
Additional contact information
Victoria Seitz: California State University, San Bernardino 5500 University Parkway San Bernardino, CA 92407-2397
Neace M.b: Mercer University
Nabil Razzouk: California State University, San Bernardino
Esin Keyfli: California State University, San Bernardino
Chin-Wei Tung: Department of Industrial Management Lunghwa University of Science and Technology No. 300, Sec. 1, Wanshou Rd. Guishan Shiang, Taoyuan County, Taiwan 33306

Review of Economic and Business Studies, 2008, vol. 1, 171-178

Abstract: Although many believe the global textile industry is mature it is still a growing market with predictions the world textile and clothing industries are expected to grow at a three to four percent rate per year fr some time to come. Moreover, it is predicted that by 2010 this industry will be a $500 billion market (Gorvett, December 6, 2006). Although China is a source for many of U.S. products, particularly apparel, the recent product recalls and the need for quality suppliers provides opportunities for Turkish goods. Hence, the overall purpose of this study was to determine the criteria needed by Turkish suppliers to gain market share in the U.S. apparel industry. Five owners of Turkish textile manufacturing firms well established in Europe and recently in the U.S. were surveyed. Results showed that entering the U.S. market as a wholesaler or distributor and gaining experience was the ‘safest’ way to start. Opening stores may be a next step but must be based on matching brand image with appropriate target markets. Population and culture are so diverse and fragmented in the U.S. most textile products can find a niche in the marketplace, subject to strategic positioning.

Date: 2008
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