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A very informative and enlightening seminar titled 'Apparel Marketing and You' conducted by Dr. Tony Hines from the Manchester Metropolitan University in the UK, jointly organised by the Chartered Institute of Marketing (CIM) and the Sri Lanka Apparel Exporters Association (SLAEA) was held during the first week of April at the BMICH in Colombo.

The aim of this seminar was to educate and inform the apparel industry on ways of improving their sales and marketing strategies in order to succeed in a highly competitive and challenging market environment after the present quota system is abolished in 2005.

The seminar threw light on how to survive amidst strict competition whilst also improving overall productivity and credibility levels in the inevitable post 2005 scenario. 2005 will be a significant year for the local Apparel Industry, which accounts for 52% of the country's exports, as it will see the cessation of the Multi-Fibre Agreement (MFA). This will bring to an end the textile quota system on which the industry has become heavily dependent. When the quota system is abolished garment factories will need to go beyond their current manufacturing expertise and know-how, and develop marketing skills to market their product directly to the customer.

Once the quota system is abolished it is estimated that approximately 60% of the country's existing factories may shut down. Surviving in the new trading environment beyond 2005 will depend entirely on how well the industry markets its manufacturing capabilities and product quality to the international market.

Whilst the phasing out of quota might be perceived by many as a threat, it could in reality, be a great opportunity for the industry. With effective marketing and by building strong and direct relationships with buyers, the Sri Lankan Industry has the potential not only to sustain itself, but continue to grow beyond 2005.

Dr. Hines also offered valuable advice and practical solutions on Apparel Marketing to the industry. He also shared his knowledge on the steps being taken by countries in the Asian Region in preparation for 2005.

Appreciating the need for marketing skills in the Apparel Industry, the SLAEA in association with CIM and Dr. Tony Hines have developed an apparel specific marketing program to give local industrialists the knowledge required to perform competitively in the international apparel retail arena. This is the first time, CIM UK has ventured into an apparel specific qualification. The course is scheduled to commence in Sri Lanka in June 2002, and will have a similar structure to the present CIM marketing course, with emphasis on apparel marketing. Through this marketing program the SLAEA hopes to nurture 250 fully qualified apparel-marketing diplomats by 2005.

The renowned Dr. Tony Hines brings with him many years of knowledge and professional expertise on the subject. He has conducted seminars and discussions on industry related issues in many key cities around the world.

Formerly a Director of the Apparel Marketing Research Group at the London College of Fashion, he is currently a Senior Lecturer in the Department of Retailing and Marketing at the Business School in the Manchester Metropolitan University. His personal areas of interest are in the research of e-commerce marketing strategies, supply chain strategies and small firms.

Dr. Hines has authored and co-authored many books including Fashion Marketing Contemporary Issues - the first major international text to examine different aspects of the global fashion Industry, was published by Butterworth-Heinemann in June last year.

He has also written a number of academic papers and has acted as a consultant to the Financial Times Consumer Publishing for Intelligence Reports on Fashion Marketing and Retailing.

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