As Indian apparel exporters are likely to have at least 25 to 30 per cent fewer orders in the rest of the months of 2020, their marketing efforts need to be enhanced with more investments. Exploring the strategies of small and medium exporters, and other stakeholders, Apparel Resources noted, exporters are buying data, doing extensive online research and approaching various trade bodies in India as well as abroad.

Exporters are also exploring tools like Zoom meetings to connect with their buyers, and buying houses on a regular basis. Virtual fairs have proved to be one of the strongest pillars of support for many small exporters along with giving them hopes to add new buyers. Export Promotion Council for Handicrafts (EPCH) has conducted three virtual fairs in the last one and half month. Jaipur-based apparel exporter, Pradeep Nahata, Managing Director, Karni Exports, who participated in two of these fairs, is currently sampling for two new buyers he met during those virtual events. National Garment Fair by The Clothing Manufacturers Association of India (CMAI) will also go online and has been scheduled from 2 to 11 September this year.

Some exporters are even changing their strategies and personally approaching buying agents and buying houses. They are also ensuring that payment terms are clear in the beginning itself, for example, 30 per cent in advance and rest on completing the orders.

Exporters are also collaborating with agencies that have good reach in terms of wholesalers, importers and boutique buyers. However, issues like high charges of these agencies and less probability of order conversion with new buyers are making these collaborations difficult.