The Future of Embroidery Industry : Branding and Marketing
The most important sub-branch of the textile and apparel industry, which is considered the backbone of our global economy, is the embroidery. Embroidery industry, which proves its quality to the world with their work and is considered as the shining showcase of textile, has become more popular in recent years. Embroidery is now seen as an indispensable decorative art in many sectors from clothing to shoes, from home textiles to furniture and even automotive.
Embroidery adds value to the product
Embroidery, one of the oldest decorative arts in the world, is one of the factors that facilitate the sale of a product. Embroidery, which is done industrially and with modern machines, put to added value to the product. An embroidery increases the attraction of that fabric. For example, while the price of a basic t-shirt is 10 liras, it can be sold for 20 liras by embroidering on it with 50 kurus embroidery.
Embroidery are used even in the car and boat seats
Today, there is almost no area where the embroidery industry is not used. It is possible to see embroidery in home textiles such as towels, bathrobes, bedding, curtains, ready-made clothing, and shoes, furniture, even automobile and boat seats.
In the past, brode machines were used on curtains. Since these machines did not have many functions, it was generally possible to embroider in one color. Recently, curtain makers have also discovered embroidery. With embroidery, magnificent collections began to be made with very different patterns and very different colors. According to the information given by the embroidery manufacturers; currently, products produced for curtain embroidery are out of quickly. There is a great demand in this field.
Technology Advances Fast in the Embroidery Industry
The embroidery industry is constantly renewing itself and companies are keeping up with technology quickly. Companies serving in this field do not use a machine for 5-10 years and invest in new machines. Thus, they can offer their customers good collections with more models. Recently, after flat embroidery, spangle embroidery started to be embroidered. Investments in the sector have generally shifted to spangle. Cordonnet, lace, bead and chain machines are also popular.
The Embroidery Sector in Turkey Is Seen as a Contract Manufacturing
Turkey knows embroidery very well. Turkish embroiderers can produce what is produced in the world. The same laces bought from France can be made in Turkey. It is possible to produce fabrics purchased from abroad for half the price in our country.
Turkish embroidery companies continue to invest. More than 2,000 embroidery companies operate in the sector, mainly in Istanbul. More than half of the companies are located in Istanbul. Istanbul is followed by Bursa, Izmir, Denizli, Adana and Gaziantep. Turkey, which organizes its equipment, materials, employee and all its knowledge, and puts forward the best quality work, is also the choice of foreigners.
However, the biggest problem in Turkey’s embroidery sector; branding and marketing. Since we still cannot produce our own brands and we serve with imported machines, the embroidery industry could not get out of contract manufacturing and gain an exporter identity.
The Biggest Problem of the Embroidery Industry; Not Finding Qualified Personnel
One of the biggest problems of the embroidery industry is the shortage of qualified personnel. Firms are struggling to find qualified personnel. Another problem of the sector is; price stability. Companies that carry out the embroidery process in accordance with the procedure have to struggle with the unlicensed production manufacturers. There is serious competition on price with companies that employ uninsured workers and do not provide service and food. Companies struggling to survive are forced to close their facilities.
