International Marketing lecture "Austrian embroideries produced for Africa"

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How did the embroidery/lace business between Austria and Africa start?
What is the current situation?
How can the future look like?

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International Marketing lecture "Austrian embroideries produced for Africa"

  1. 1. International Marketing „African Embroideries“ produced in Austria Silke Jurkowitsch, Ph.D.
  2. 2. Personal Background Education: - Master: Project and process management, University of Applied Sciences Vorarlberg - PhD: Marketing at the Leeds Metropolitan University, UK Main 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
  3. 3. For African embroideries produced in Austria 3
  4. 4. Embroidery = Decoration 1. 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
  5. 5. 5
  6. 6. Looking into Africa 6© Silke Jurkowitsch
  7. 7. 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 © Silke Jurkowitsch 7
  8. 8. Body decoration 8© Silke Jurkowitsch
  9. 9. Religion 9© Silke Jurkowitsch
  10. 10. Voodoo market 10© Silke Jurkowitsch
  11. 11. 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! © Silke Jurkowitsch 11
  12. 12. © Silke Jurkowitsch 12 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
  13. 13. Embroidery Industry Development in Vorarlberg © Silke Jurkowitsch 13 0 500 1000 1500 2000 2500 3000 3500 4000 1960 1970 1980 1990 2000 2008 Machines Companies Employees 2008: 289 machines 146 companies 798 employees
  14. 14. Export volumes per region © Silke Jurkowitsch 14 1995 2000 2007 Australia/Oceania Asia America Near Middle East Africa Europe
  15. 15. 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 © Silke Jurkowitsch 15 >60% Africa
  16. 16. Production © Silke Jurkowitsch 16
  17. 17. 17
  18. 18. Embroideries Customers Junctions © Silke Jurkowitsch 18 Dubai London Vorarlberg Bird´s eye view
  19. 19. African customers © Silke Jurkowitsch 19
  20. 20. African embroideries © Silke Jurkowitsch 20
  21. 21. © Silke Jurkowitsch 21
  22. 22. Point of Sales © Silke Jurkowitsch 22
  23. 23. Tailors 23© Silke Jurkowitsch
  24. 24. Wearing occasions © Silke Jurkowitsch 24
  25. 25. For African embroideries produced in Austria 25
  26. 26. 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 © Silke Jurkowitsch 26
  27. 27. Clash: dressed African market vs. undressed Western market © Silke Jurkowitsch 27
  28. 28. To do modules Positioning Brand Organisation Lobbying Safe industry's competitiveness Communication Marketing Distribution Market protection New markets Investments Design Product development © Silke Jurkowitsch 28
  29. 29. 29 Organisation 1 company 1 project 3 companies 1 project6 companies 3 projects ? ? 1-xy companies 1-xy projects Industry solution © Silke Jurkowitsch
  30. 30. New markets  South Africa (Namibia, Angola, etc.)  East Africa (Tanzania, Kenya, Mauritius, etc.)  West Africa (Senegal, Cameroon, etc.)  Emirates  New customers  New distribution channel/s  New designs/products © Silke Jurkowitsch 30
  31. 31. Africa & consumers Africa  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 © Silke Jurkowitsch 31
  32. 32. 32© Silke Jurkowitsch
  33. 33. Product & Distribution Production  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 © Silke Jurkowitsch 33
  34. 34. Original vs. copy 34© Silke Jurkowitsch
  35. 35. Second hand 35© Silke Jurkowitsch
  36. 36. Market 36© Silke Jurkowitsch
  37. 37. Shop 37© Silke Jurkowitsch
  38. 38. Inside a Shop 38© Silke Jurkowitsch
  39. 39. 39 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
  40. 40. 41© Silke Jurkowitsch
  41. 41. 42© Silke Jurkowitsch
  42. 42. 43© Silke Jurkowitsch
  43. 43. 44 Silke Jurkowitsch, PhD silke@jurkowitsch.cc www.jurkowitsch.cc

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