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| Tuesday, 1 July 2003 |
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Innovative approach to 2005 A new world order is coming in 2005, just two years from now. That is when the quota system for developing countries comes to an end and free trade takes over. Countries such as Sri Lanka, which depend heavily on the quota system for garment exports, will be hit hard unless they prepare for the new conditions right away. Textiles and garments account for 54 per cent of Sri Lanka's total exports. One can only imagine the extent of monetary damage that would be caused if this equilibrium is adversely affected. This is why industry pundits and analysts advocate an innovative approach to 2005, if the Sri Lankan apparel industry wishes to maintain its present dominance in the world market. They are calling for the creation of our own unique brands that can effectively ward off challenges from other garment manufacturing countries in the region and beyond. This could be the primary focus of a book that has just been launched 'Costumes of Sri Lanka' authored by two men from different fields who have come together with one aim. Modern historian Dr. Garvin Wimalaratne (Director of National Archives) and apparel industry specialist Dian Gomes (Managing Director, Slimline Garments Industries) aim to see the creation of brand new market for Sri Lankan garments based on fashion designs harnessed from our 2,500 year old culture. In other words, Sri Lanka can exploit this heritage towards becoming a nation which provides new creations in the fashion world. Ethnic wear is fast becoming a buzzword in the garment trade as the world becomes a smaller place and cross-cultural exchanges take place. Immigrants have introduced their own cultures to other countries. Asian costumes and dresses have found favour among the elite in Western society - we know that ethnic wear is 'in' when icons like David Beckham go about wearing sarongs. Western magazines regularly feature articles and photo shoots on ethnic wear. This proves that Westerns are becoming increasingly aware of Asian dress forms. The renaissance in ethnic wear is a shot in the arm for the local garment industry, which has to face the phasing out of the multi-fibre agreement in 2005. Ironically, our traditional handloom, batik and ethnic wear sector suffered a massive blow more than two decades ago with the opening of mega-scale factories that turned out everything from trousers to blouses for large orders from Western buyers. Small-time handloom industrialists simply could not compete with these giants and went out of business in no time. Now the tables have been turned and the big guns are staring at the wrong end of the barrel. The government and the garment industry must lose no time in reviving and developing our indigenous garment sector to take on the world. They could ideally be part of the government's plans for developing the Small and Medium Industries (SMI) sector. The authorities and the apparel industry must not forget the potential for employment generation as well. The year 2005 does not necessarily have to signal the death knell for the large-scale garment industry either. What is required from both sectors is the courage to face the post-2005 challenges in the form of bold new designs, some based on ethnic fashions. Finding new markets will also be essential for both traditional and modern garments, as we have depended on markets such as the US and Western Europe for too long. The industry must concentrate on emerging markets in Eastern Europe and Asia, our own backyard. If the garment industry gets its act together in line with modern trends, 2005 will be just another year in the calendar. |
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