Turkish Fabric Producers Set Their Sights on the U.S. Market
April 20, 2004
NEW YORK - The first annual TURKISH HOMETEX NEW YORK show held March 28-29 at Manhattan's Metropolitan Pavilion featured an influx of Turkish fabric producers desperate to break into the American market.
''The U.S. is different,'' said Bekir Celikten, foreign trade manager at ANY TEKSTIL. ''The east prefers colorful. Europe, pastels. Africa likes embroidery. But here, all tastes are popular. This is an international country; this is a mixture of the world. In a year, we'll have over 50 new designs come out; we can market all in the U.S.''
Exhibitors cited saturation of the European fabric market and American demand for high-end goods as reasons for the Turkish invasion.
''You've gotta be flexible when dealing in an international market,'' Celikten said. ''You have to be able to switch quickly.''
''There is demand here for high-end, quality products,'' said Georges Khoury, sales manager at HATEKS. Khoury said he hopes to boost the American share of HATEKS's export sales to 25 percent. He said that currently, exports to Europe comprise 85 percent of HATEKS's export sales, and exports to America comprise the remainder.
The exhibitors concurred that cheap Chinese goods were severely hindering the Turkish foray into the U.S. fabric market.
''We've done business for five years in the U.S.,'' said Hasan Tulum of Demor, a subsidiary of BURKAY TEKSTIL. ''It's 10 percent of the business; three years ago it was 50 percent.'' When asked what propelled the sales plunge, Tulum said simply, ''The Chinese came.'' ''Now, we just make top-quality.'' Tulum continued. ''Before, we made a wider range.'' Tulum's remarks were typical of the exhibitors, who expressed hope that Chinese fabric firms would not gain ground in the high-end market.
''We have been moving in the high-end direction for 2 years because of China,'' Khoury said. ''High end is the way to go, but it will take time and money.''
Some exhibitors said they are bracing themselves against economic collapse by investigating other foreign markets. Tamer Ozdemir, marketing and foreign trade manager at MAXXSOFT, said his firm is promoting itself heavily in Russia.
''Prices are good, but it's a little bit risky,'' Ozdemir said. ''It doesn't have formal rules. Maybe you can't trust banks, etcetera. But if you find the right person, this is a good market. The profit is very high.''
Despite the impediments to success, some exhibitors said they welcome the challenges because overcoming obstacles is intrinsic to achieving success.
''Business has risk, you know?'' Ozdemir said. ''If you don't have risk, you can't do anything.''
''The U.S. is different,'' said Bekir Celikten, foreign trade manager at ANY TEKSTIL. ''The east prefers colorful. Europe, pastels. Africa likes embroidery. But here, all tastes are popular. This is an international country; this is a mixture of the world. In a year, we'll have over 50 new designs come out; we can market all in the U.S.''
Exhibitors cited saturation of the European fabric market and American demand for high-end goods as reasons for the Turkish invasion.
''You've gotta be flexible when dealing in an international market,'' Celikten said. ''You have to be able to switch quickly.''
''There is demand here for high-end, quality products,'' said Georges Khoury, sales manager at HATEKS. Khoury said he hopes to boost the American share of HATEKS's export sales to 25 percent. He said that currently, exports to Europe comprise 85 percent of HATEKS's export sales, and exports to America comprise the remainder.
The exhibitors concurred that cheap Chinese goods were severely hindering the Turkish foray into the U.S. fabric market.
''We've done business for five years in the U.S.,'' said Hasan Tulum of Demor, a subsidiary of BURKAY TEKSTIL. ''It's 10 percent of the business; three years ago it was 50 percent.'' When asked what propelled the sales plunge, Tulum said simply, ''The Chinese came.'' ''Now, we just make top-quality.'' Tulum continued. ''Before, we made a wider range.'' Tulum's remarks were typical of the exhibitors, who expressed hope that Chinese fabric firms would not gain ground in the high-end market.
''We have been moving in the high-end direction for 2 years because of China,'' Khoury said. ''High end is the way to go, but it will take time and money.''
Some exhibitors said they are bracing themselves against economic collapse by investigating other foreign markets. Tamer Ozdemir, marketing and foreign trade manager at MAXXSOFT, said his firm is promoting itself heavily in Russia.
''Prices are good, but it's a little bit risky,'' Ozdemir said. ''It doesn't have formal rules. Maybe you can't trust banks, etcetera. But if you find the right person, this is a good market. The profit is very high.''
Despite the impediments to success, some exhibitors said they welcome the challenges because overcoming obstacles is intrinsic to achieving success.
''Business has risk, you know?'' Ozdemir said. ''If you don't have risk, you can't do anything.''
