Review of the Apparel Industry: Trends, Challenges, Opportunities
Apparel is necessity of our lives; they could not only cover our body, protect us from the cold & heat stroke but also reflect the economy, politics of time and nation. Clothing can be made of textiles, animal skin, or other thin sheets of materials put together. Only human beings has sense of the wearing of clothing . The type of clothing worn by people are depend on their culture, society and climate of the locality. Ancient human use various materials to cover their body. But nowadays, apparel is not just to cover a body; it is made from a very wide variety of materials. Different materials like leather, fur and woven are used in apparel industry. It acts as a protector between the skin and the environment.
Global apparel market accounting 3 trillion dollars which represent 2% global GDP. Apparel industry is fragmented industry which means it has large number of producers, which provide similar products. Manufacturers, brands, and retailers are joining together to identify and measure their sustainability impacts on an industrial scale like never before. Supplier power has insignificant role in Apparel Industry because there is large number of suppliers in this industry and they provide homogenous products.
History
Early human being use leaves, animal skin to cover their body. Evidence suggests that humans may have started wearing clothing as far back as 100,000 to 500,000 years ago.But with the passage of time, as evidence exists for production of linen cloth in Ancient Egypt is in the Neolithic period, 5500 BC. Other type of fibres including perennial grass i.e., reed, palm, were used alone or with linen to make rope and other textiles. No proper evidences are found from where we could estimate that when clothing was first developed, but some information has been inferred by studying lice which estimates the introduction of clothing at roughly 42,000–72,000 years ago. The development of textile and clothing manufacture in prehistory has been started since the late 20th century. In 20 centuries, people from whole world start following fashion trends then, there was great revolution took place in apparel industry.
Environmental factor of apparel industry: To know the environment of industry it is important to be familiar with CREST-D factor which means: Demographic Socio Culture Technology Regulatory Economic Compititors.
a. Compititors: As apparel has various options in different brands for their consumers but main competitor of clothing products is natural material product. Today people have started looking for "Green Products" everywhere. In terms of textile products, the purchasing decision of consumers were previously based upon comfort, style, aesthetic appeal, etc, but now more on eco-friendliness of the products. Many clothing companies have started providing clothes made from eco-friendly fabrics, and the demands for these green products are also increasing. Most of the communities prefer organic products as they come under “green” cover of nature. Parents are increasingly purchasing organic cotton baby clothes, diapers, and baby blankets. Both young and old consumers, and men as well as women, are switching to various products made from organic cotton such as jeans, pajamas, shirts, t-shirts, towels, bedding, mattresses, pillows, blankets, sheets, duvet covers, socks, bath robes, underwear, bras, bags, and other clothes made of organic cotton fabric and yarn. Now a day, consumer is more active about the product they are using on their skin and body. They are more concern about their health, so industry should take care of the material they are using to manufacture clothing products like the chemical use in it does not exceed the limit which can harmful to the users.
b. Economic: Some large firms that have export their apparel production to control costs are also operating short run and replenishment facilities in Canada in order to respond to fast changing trends in the fashion industry. The apparel manufacturing industry exhibited negative growth in GDP and shipments between 2011 and 2015, even though domestic demand for apparel goods has increased. Shipments decreased at an average annual rate of 4.0% or by $427 million since 2011. GDP decreased at an annual average rate of 4.8% or by $238 million since 2011. The total value of apparel made in Canada continues to decrease while apparel imports continue to increase. Since 2011, apparel imports have increased by $3.4 billion or 8.3% annually (average) to total $12.5 billion in 2015. Between 2010 and 2014, the total number of establishments contracted by approximately 12% or 199 establishments. In 2015, approximately 20,000 employees were employed in the sector. There are many fluctuations seen in past in the economic condition of Canadian industry, but the only apparel industry survive and maintain the same trends. This is due the great demand of c apparel products by men or women.
c. Socio-cultural: Socio-culture is the combination of both the society and their culture which include norms, custom, values of the community. As we discuss earlier, apparel products are used from ancient time to cover and protect body, but in 21st century its usage increased massively which affect the custom and the norms of the people. Now, new generation become addicted to fashion trends. New generation become more fashion freak, but their parents could not afford the expensive brands, thus, apparel industry affects the socio-culture of the people who live simple life especially the middle class.
d. Technological: In past decades, development and massive growth was seen in apparel industry. This continuous growth leads to increase market for apparel industry universally to encourage producer to earn high worth. With the increase demand of apparel product, technology has developed to meet this target. With the development of new dyes a colorful change has been observed in apparel industry. The industries are advanced by research and formulas such as labeling machines used on apparel to help consumer to know what material is used in it, so they can choose according to their choice. The development of new modern machines for weaving and other process, results in reduction in time. The technology has increased the accuracy and efficiency of work by reducing loss, idle time as well as increases their worth.
e. Demographics: The demographic aspect is an important as others aspects are. For industry it is important to know the preference of their consumer to make effective strategy. Demographic factors include the personal information of their customers which include age, ethics, gender, behavior, status etc. Industry analyses the demand of the customer and interpret the personal taste of the consumer through various survey or research to achieve their target. For example, if industry is manufacturing snowy jackets then, should analysis that what is the climate of the locality? Who is their customer? What is their expectation from this product? Where to sell the product? What type of material their customers want?
Conclusion
In concluding I would say, with the increasing trends of fashion I can interpret that this fashion industry will grow continuously and earn more and more worth. Yes, if the manufacturer will work under “green” cover of nature and according to the regulation imposed by apparel act then there will be no harm to sustainability image.
