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Iran: an emerging market with its unique set of rules

The ready-to-wear sector in Iran has long been impacted by the sanctions, but has nevertheless grown, adopting a series of avoidance strategies throughout the 35-year sanction period.

Iranian sales representatives Mana Sharifi and Patrick Sinz stated that the conference in the early 2016, 99 per cent of apparel imports in Iran were made illegally. Among European countries, Italy is the leader in terms of clothing exports to Iran, Italian products accounting for 52 per cent of European apparel items exported to the country. France ranks fourth in this respect.

Iran is a large country by European standards, with a population of 82 million which still harbours deep disparities in economic means. Nearly 7per cent of Iranians are very well off, and a large number of them belong to the middle class, a boon for western labels.

According to Patrick Sinz, the apparel market in Iran is tricky, but more mature than it seems. Window-display dummies must be headless, brand logos cannot be too transgressive. Even if they follow these rules however, international brands and retailers still have to win over the trust of Iranian consumers.

The country's isolation has given rise to a host of parallel channels and to a large market in counterfeit goods, particularly in ready-to-wear apparel. Agreeing to this Patrick Sinz and Mana Sharifi, Iranian clients must be reassured about the authenticity of the products they purchase. They also want to make sure they buy at a price that is similar with that prevalent in an item's country of origin.

Iranians are social-media savvy and they are regular patrons of airport fashion stores. Over the years, they have always managed to get hold of the clothes they wanted. They are well-travelled and know how to compare prices. Iranian consumers seek exclusivity and peer recognition. They pay special attention to the 'chic factor' in what they buy, and they like to stand out for their outfits and fashion accessories.

 
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