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Aha bolivia
Bolivian textiles
In a global economy
Developing countries account for 70% of world exports in clothing and 50% in textiles.
EU global textile imports (€ millions)
U.S. is the main target market for alpaca with a 37% share, 15% of garments are exported to Germany, with 11% going to U. K, 4% for Japan, another 4% for Italy, another 4% for France , another 4% Spain 3% for Canada, and 13% of exports going to other places.
Strengths
Weaknesses
Expensive import duties for many desirable markets
Unable to compete with China on a cost and quantity basis
The fact that the garments are hand-made in Bolivia and the company has fair trade status could provide a competitive advantage in MEDC markets.
Opportunities
Baby Alpaca and Superfine Alpaca are more commercial. The textile market demands lighter garments every season that goes by and so could concentrate on returning to the average 18 micron level of the Inca Period
Threats
Used clothing has a
significant share of
the domestic market
Implications for Marketing
Strategy
Site should look professional - foster trust
What makes a good website?
lead them down...
Graphics, Video, Audio
Graphics do not detract from the page
Videos only load when people click and choose to watch
Logo looks professional and is above the fold
The site will essentially be a B2B marketing tool to reach high end designers who are interested in high quality, low volume, handmade items.
Exposure will be generated through extensive membership to trade portals such as linkedin.com, alibaba.com, fibre2fashion.com etc. How else can you increase exposure… Trade fairs? Advertising?
Example Websites
First impressions
The UK, New Zealand and Australia have Alpaca herds which are able to produce better quality fiber through better breeding technology.
Aha Bolivia
The clothing industry is more labour intensive than textile, thus labour abundant countries have a competitive advantage in clothing.
website ideas
EU global clothing imports (€ millions)
MAIN MARKETS FOR FINISHED GARMENTS
DESTINATION OF EXPORTS OF ALPACA TOPS
Well positioned to exploit domestic and other Andean markets due to proximity and knowledge of preferred garment styles/fashions.
43%, is directed at China , 28% going to Italy , UK with 9%, 7% going to Japan , 3% to Germany, 3% goes to Hong K., 2% to Taiwan, and 5% going to other places.
Aha Bolivia SWOT analysis
Handcrafted products manufactured by local artisans with years of experience.
Knowledge of local business methods and intricacies
Ethical/Environmental Focus
In the post-quota world (after 2005), it’s a buyers market in the clothing industry.
A shift to services beyond garment making for large competitive suppliers
- Sourcing
- Technology applications
- Stock management
- Design
Specialization
‘Mega company’ or ‘Smaller flexible firm’?
As a smaller firm,
there is still no harm
in being service minded.
What else can you offer clients?
The competitive advantage lies in being able to provide higher-value, skilled, handmade products in smaller quantities at short notice.
Patagonia have clearly laid out what they do to help the environment, the various issues facing the environment, and a selection of recent essays on these topics to educate the customer.
This portrays a responsible and knowledgeable company and commands the visitors respect and fosters brand loyalty.
End consumers still have little knowledge of the attributes of Alpaca, and the fiber faces competition from alternatives such as cashmere and mohair
It is therefore important to provide as much information as possible about the origin, nature and specific qualities of the fibers.
Not only will this information help designers, you will be seen as a leader and an expert.
Lots of white space
Sharp design
Contemporary logo
What makes a good website?