Aydin: “Turkey is the only country who is able to produce collections, designs and productions as a whole and aims to grow by following a design and innovation focused strategy and with growing investments”
The only representative organization of the Turkish home textile industry TETSIAD, the Association of Turkish Home Textiles Industrialists, deals with the problems of the industry and acts a leader in foreign markets for its members. We asked about the success story of the association to Mr. Ali Sami Aydin, Chairman of the Board.
What is the mission of TETSIAD?
Having more than a thousand members, TETSIAD is a civic association who represents 97% of Turkish home textile industry. Having a sustainable competition power by using domestic inputs by 75%, we are one of the industries that have the technical capabilities and capacities to answer all the needs. The Turkish home textiles industry is powerful enough to serve to more than 200 countries with its exports. Being at the helm of this organization that convenes all stakeholders of the industry puts a great responsibility on our shoulders. We keep our efforts to be successful in this honorable job and assume all responsibilities. By watching the import and export activities in the country and in the world we publish several reports to inform our members. We want to make Istanbul the fashion center and attractive destination for home textiles. Our target for mid term is to convene all the buyers and sellers and all their stakeholders of home textile industries in Istanbul. We work hard to increase the share of Turkish home textiles in target countries by searching for new markets and segments in the world. We also want to develop our relations with universities and to engage joint projects. We know about the power of knowledge and want to produce wealth and productivity.
How many members does your organization have? Are they all manufacturers?
We have 1030 members of whose 75% are manufacturers.
What are other services that TETSIAD offers to the members besides fair organizations? What are your contributions in the fields of design, training, research and development, etc. in the development of the industry?
Out of 545 R&D centers that are active as of July 2017 in Turkey 29 are textile firms. 11 out of them are members of TETSIAD and active in home textiles business. Out of 53 design centers in the country 17 are in the textile industry and 6 of them are home textiles companies who are our members. All of these are promising; the industry has been getting away from commodities and moving towards more value added, innovative product categories. Mixtures of yarns are changing, looming techniques are developing, and most importantly, smart textiles such as antibacterial linens, towels, self cleaning draperies, special bed linens for hospitals, stain free fabrics for upholstery, and others are becoming widespread, Since the first days of our establishment, we have been managing and organizing several events and activities aiming to promote our industry. We have been offering educational programs open to our member firms’ staff, for the development of family constitutions for family businesses, on corporate management, foreign trade and fair events, and on similar topics. In addition to the seminars, courses, panels and other organizations I want to mention about our UR-GE project that excites us much and we are focused on. Covered by the declaration of Economy Ministry aiming at developing international competitiveness of the home textile industry, the UR-GE, production development project has been carried out jointly with IHTIB, Istanbul Textile Raw Materials Exporters Association. In this project of three years, besides educational and consultancy services, other basic functions of marketing operations will be in effect aiming ten target countries including market research visits, promotions, branding activities, fair visits and organizations, buying delegations and matching operations.
You have also been organizing Evteks fair jointly CNR Holding. Evteks is one of the most important events on home textiles in the world. What are your plans for improving the fair?
Turkey is the fourth largest producer of home textiles in the world. Evteks is organized in Istanbul, located on a central position among three continents, in cooperation with CNR Holding. It is a good opportunity for exhibitors, visitors and buyers to meet each other. The fair attracts consumers, designers, producers and brands in home textile industries worldwide. Recently we reorganized the timing of the fair. Evteks will now be held in April 2018. Evteks April aims to convene the worldwide players in home textiles and meet them with innovations that set the trends in home textiles fresh at the season representing the nature and to provide a fresh breath to the designers and producers of those brands who will use Turkish home textile products. Evteks 2017 was held on 160 thousand sqm space with 750 firms, 1000 brands, 130 thousand visitors from 120 countries, 11,835 personnel, 20 seminars, 20 design presentations, exhibits, trend announcements, special meetings, networking sessions etc. and have had an impressive impact in the sector. In Evteks 2018 design trends, design sample of more than one thousand brands, design exhibits, seminars, special meeting rooms, network meetings, thousands of designers from all over the world, brand managers and buyers will be hosted. Our organization, Home&Tex has become already the fourth largest home textiles in the world. Fairs are highly important for our industry and they account an important share in our exporting potential. Evteks and Home&Tex fairs are important meeting opportunities for both 5 billion dollars of foreign trade and the economic transaction in domestic market.
Turkey has great targets for the year 2023, the centennial for the republic. How fares the home textile industry toward this target? How large is the targets for exports? Is this a realistic forecast, because deadline seems so near?
In home textile industry where the competition is rising gradually, we assumed to be some steps ahead of the technologic development and their adaption to the production processes, and to follow up the global data and knowledge as our main principle. Aiming to value added products the Turkish home textile industry is working hard to develop and to offer smart home textiles to the world they produce by using the tools of high technologies. Our objective is to keep our efforts going and to get the second rank in the world. Turkey is the only country who is able to produce collections, designs and productions as a whole and aims to grow by following a design and innovation focused strategy and with growing investments.
Turkish home textile has a powerful base of manufacturing machinery. What is our position in the world? What is the rank of Turkey in terms of production and exports?
Located at a geographical point that connects the three continents Turkey has an enormous logistical advantage for fast delivery, reachability. This and its capabilities in designs, productions, and boutique services have put Turkey at top of the rankings. Volume of global home textiles exports is about 90 billion dollars. Turkey ranks fourth follower of China, India and Pakistan with its design and production forces. We are the number one supplier for European markets and our products are exported to 200 countries. Turkey is ranked at fourth place by the end of 2017 in global home textile exports. Share of Turkey in global home textile exports is 3.6 %. Turkey has the largest machine inventory in embroidery and guipure, and one of the top three suppliers of towels and bathrobes in the world. In bed linen category, the largest production plant in Europe is located in Turkey.
When compared with other developed countries in terms of design, added value and quality of home textiles, such as Italy, what kinds of similarities or differences are distinguished between Turkey and others?
Our aim is to be successful by producing value added products, and to maintain our leadership in the world with innovations, designs and branding. Turkish firms no longer depend on their prices to compete with others. They get their success level up to another base, to quality, knowledge and idea. Added value that we produce, distinguishes us from others. The importance paid to the training, education and design make our collections richer. The annual contests that are organized especially by our association and by other bodies on designs, offer new opportunities for young talents and professional designers. One of the most important players of global home textile industry Turkey is solidifying its position in global markets and improving its value of its brand equity, year after year. Turkish firms, who participate in almost all international fairs in the field of design and innovations, keep their challenges of being a leading country that is followed by others.
Are there lots of textile firms in Turkey capable to produce also for contract businesses? Would you inform us about our position in this segment of the market?
As one of the leading names when it comes to mind in the textile business in the world, Turkey’s home textile industry has become a major brand name in the world. As home textiles industry, we can say that, it is the first “sectoral brand” of Turkey in international markets. It is now able to produce specialized and customized collections for every customer, has the largest product portfolios, and has higher capacities for production, Turkey is growing it position with its flexible and boutique production capabilities. People may see Turkish made towels, bathrobes, wovens, fabrics in almost every hotel chains, selected restaurant, famous hospital and several other locations in the world. We are proud to have a solid quality perception for our textiles in the world that has been built since the 15th century. We want to add also the fact that we have been becoming the most preferred position in the eyes of many global brands and companies.
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