SRI LANKA

Sri lanka is an island country in the northern Indian

Ocean off the southern coast of the Indian subcontinent in South Asia. Sri Lanka is a republic and a unitary state which is governed by a semi-presidential system. As a result of its location in the path of major sea routes, Sri Lanka is a strategic naval link between West Asia and South East Asia. Sri Lanka has been a center of the Buddhist religion and culture from ancient times. The Sinhalese people form the majority of the population; and Tamils, who are concentrated in the north and east of the island, form the largest ethnic minority. Capital : Sri Jayawardenapura-Kotte Official language : Sinhala, Tamil. Population : Around 20 Millions Currency : Sri Lankan Rupee Crops : Tea, Coffee, Rubber & Cinnamon Flora & Fauna: Contains tropical forests, and diverse landscapes with high biodiversity Biggest City : Colombo

APPAREL INDUSTRY IN SRI LANKA

The design, manufacture and export of textiles and apparel products is one of the biggest industries in Sri Lanka. Apparel industry provides close to 70% of Sri Lankas employment either directly or indirectly. It accounts for about half of the country's total exports. Sri Lanka is among the top apparel-producing countries in the world relative to its population. Open economic policy and trade and investment friendly environment prompted Sri Lanka's apparel industry in the 1980s as an alternative to India's garment manufacturers. The United States is the main importer of textile goods from Sri Lanka, accounting for 76% of total exports from Sri Lanka. Sri Lanka nationals are primary owners of 85% of the small-to-mid-sized factories, while larger operations are typically joint ventures or foreign-owned. One of the key advantages of sourcing from Sri Lanka is the islands central location which facilitates the shortest shipping time to Europe, which under normal circumstances takes less than 16 days.

POST CIVIL WAR CHANGES TO THE APPAREL INDUSTRY

With travel warnings letting up after the end of

a 25-year civil war in May 2009, new international apparel brands are now placing orders with Sri Lankan factories. After fighting ceased, Brandix, a garment manufacturer with 25,000 employees, announced that its factory in Punani would double its exports. Later that year, Sri Lanka held its largest ever Design Festival, highlighting the country's highfashion merchandise, upcoming designers and advancing the industry's desire to become known as a hub for design, as well as manufacturing. More exhibits followed once the Conference and Exhibition Management Services began operating out of Sri Lanka in 2010. After that, there were three international textile exhibits in Sri Lanka, each to highlight a different aspect of the local textile and apparel industry while allaying fears about political instability which helped increasing the exports.

THE RETAIL SCENARIO IN SRI LANKA

The major fashion retail chains in Sri Lanka are: NO LIMIT (12 Outlets) ODEL (14 Outlets) Fashion Bug (15 outlets) In the post-conflict era Sri Lanka has been exposed to Western styles and mannerisms which has had an impact on peoples needs and choices. To capitalize on the consequent boom in the retail sector modern retailers have started harnessing new marketing skills like visual merchandising, category management, sensory marketing and branding, loyalty marketing and etailing. International brands are now open to the idea of investing in the Sri Lankan market due to the unprecedented growth in consumer spending

Garments-without-Guilt Campaign
Garments without Guilt epitomizes the synergy between ethical brands and apparel made in Sri Lanka. The global marketing program showcases responsible commerce in practice, guided by the following principles* Ethical Working conditions * Free of Child labour * Free of Forced labour * Free of Discrimination on any grounds Sri Lanka Apparel has endeavored to make the 'Made in Sri Lanka' label synonymous with quality, reliability and social and environmental accountability. Sri Lanka is also the only outsourced apparel manufacturing country in Asia having signed up to 30 of the ILO(International labour organization) conventions.

This has helped Sri Lanka Apparel to be adjourned as winner of Global Effie Awards in 2009 held at New York.
Environmental issues too are given precedence, thus ensuring that raw material used in the manufacturing of garments have passed all the standards specified and approved by high street customers.

Apparel Giants in Sri Lanka

MAS Holdings Jay Jay Mills Lanka (Pvt) Ltd Brandix Lanka Limited Hayleys PLC Hemas Garments Hirdarmani Group Jinadasa Holdings KASH Garments BAM Shiran Garments

Major Clients
GAP Marks & Spencer Nike Reebok Sara Lee Tesco Victorias Secret