An export marketing analysis of Turkish women's ready to wear products in federal republic of Germany

Abstract

The objectives of this research were to investigate the strengths and weaknesses of Turkish WRW (women's ready to wear) products in the export market of FRG (Federal Republic of Germany), and to outline the structure of the distribution channel network. In order to specify the export market expectations and evaluations, the WRW products were analysed based on their physical-functional, aesthetic and social characteristics as well as their identification factors. The study includes the review of literature and a field survey. For the field survey, a questionnaire was given to distribution channel members in FRG textileapparel market. The findings of the research show that firms contacted mainly buy cotton and mixed fibre products through direct contact to producers in Turkey. For the different channel members at producer, wholesaler and retailer stages in the distribution channel network, material quality is more important than processing and durability quality among the physical-functional product attributes. In Turkish WRW products, the most frequently occuring quality problems are related to the solidity of colors and input products in material used, to the labor force in processing, and to sewing in manufacturing technique chosen. Related to the aesthetic characteristics, optic and haptic attributes of Turkish WRW products were rated to be at middle level. In case of social characteristics, product image of Turkish WRW products is not satisfactory, and fashion creativity attempts were rated to be still insufficient. The evaluations for the identification factors show that Turkish brands are not known in the FRG export market and label and package are evaluated positively.