International Marketing lecture "Austrian embroideries produced for Africa"

International Marketing

„African Embroideries“ produced in Austria

Silke Jurkowitsch, Ph.D.

Personal BackgroundEducation:- Master: Project and process management, University of Applied

Sciences Vorarlberg- PhD: Marketing at the Leeds Metropolitan University, UKMain focuses & interests:- Creativity, Trends & Innovation New Business Development- Project & Process Management- Marketing - Lobbying & Networking- Extras:

- Luxury products in the fields of Fashion, Interior Design, Architecture, Art- Crystal and Gem components (Chatons, Hotfix, etc.)- Development of various international Innovation and Creativity projects for

Industry goods and consumer goods (Asia, Africa, America, Eastern Europe, Near Middle East)

- Valuable contacts (Africa, Near Middle East, Asia, Europe)

© Silke Jurkowitsch 2

For African embroideries produced in Austria

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Embroidery = Decoration1. Fabric 2. Decoration of fabrics with Yarn & Lurex Embroidery Components (pearls, Kauri shells, crystals, …) Colors Motives, Symbols, Metaphor, Brand logo

4© Silke Jurkowitsch

Design

Home textiles Lingerie

Clothing

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Looking into Africa


Africa´s Basics Family & Society is the focus Time – Improvisation - Creativity “God/Gods is/are leading our life” –

Voodoo/Islam/Christianity Body decoration = personalized style Social status,

prestige Jewelry Hair Tattoos Henna Textiles


Body decoration


Religion


Voodoo market


Beginning of exporting to Africa

In the 50s/60s Sudan consumers bought Sudanvoile from Austrian embroidery companies, Sudanese had customers in Nigeria

Mid 60er Kurt Nachbaur & Oswald Brunner acting in Ghana & Senegal Embroidery contacts in Lagos (Nigeria)

New market by chance!



Exporter

Design

Embroidery Production

Finance & Administration

Sales (Marketing)

Design

Embroidery Production

Typical company: 1-30 employees Family-oriented - introverted Inheritance generation

(young – old) Small scale Small budgets Little internationalization

Embroidery Industry Development in Vorarlberg


0

500

1000

1500

2000

2500

3000

3500

4000

1960 1970 1980 1990 2000 2008

Machines

Companies

Employees

2008:289 machines146 companies798 employees

Export volumes per region


1995 2000 2007

Australia/Oceania

Asia

America

Near Middle East

Africa

Europe

37.116

45.399

9.744

28.610

47.586

7.300

Europe Africa Rest

2007 in 1.000 € 2008 in 1.000 €

Embroidery Exports


>60% Africa

Production


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Embroideries Customers Junctions


Dubai

London

Vorarlberg

Bird´s eye view

African customers


African embroideries



Point of Sales


Tailors


Wearing occasions


For African embroideries produced in Austria

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Austria Visa – entry requirements (Schengen) Import regulations (WTO) Structure problem of the embroidery branch Follow-up problem – Youth is not interested in

taking over the own companies Company positioning open Cooperation between embroidery companies

needed to survive Production from Austrian embroidery producers

outsourced to Asia


Clash: dressed African marketvs. undressed Western market


To do modulesPositioning

Brand

Organisation Lobbying Safe industry's competitiveness

Communication Marketing Distribution

Market protection New markets Investments

Design Product development


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Organisation

1 company 1 project

3 companies 1 project6 companies 3 projects

? ?

1-xy companies 1-xy projectsIndustry solution

© Silke Jurkowitsch

New markets South Africa (Namibia,

Angola, etc.) East Africa (Tanzania, Kenya,

Mauritius, etc.) West Africa (Senegal,

Cameroon, etc.) Emirates

New customersNew distribution channel/sNew designs/products


Africa & consumersAfrica Political instable situation Corruption $ exchange rate risk Brands vs. No-names Original vs. Copy Communication (Internet, Handy, etc.)

Consumer 2 types of customers: „old“ and „new“ Consumer becomes more demanding (service, communication,

etc.) World crises affects the money of the actual consumers

market is moving, new people get into the elite class Embroidery can get the cloth of the poorest



Product & DistributionProduction Differences in the quality disappear Cheap Asian imports Second hand cloth is pouring in Innovation needed

Distribution Trend towards Brands Market vs. Shops/shopping

malls Opening of own shops/flagship stores (guarantee of

quality, protection against forgery) Africa is recognized as market more competition


Original vs. copy


Second hand


Market


Shop


Inside a Shop


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Marketing Global competition in the luxury market More and more competitors and productions in the Asian

region are prospering Marketing across cultures Intercultural aspects Market entries into new regions Customer relationship management Sales people get a

more important role Communication & Social Media activities

© Silke Jurkowitsch




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Silke Jurkowitsch, PhD

[email protected]