Studying the brands in Iranian apparel industry: comparing GERAD agency in Iran with other agents in Qom

Abstract

Today, one can consider apparel industry as one of the most preliminary profession needed by human beings. In terms of brand, the industry enjoys good situation in the world. Brand and trademark issues are admired as a competitive advantage worldwide. Due to brand role in promoting, growing and progressing the products both qualitatively and quantitatively, it is accepted and used in all Iranian industries. Its importance in competition, the growth and development of companies and analyzing business environment has made attractive. Present paper aims at studying the status of brands in Iranian apparel industry (Comparing GERAD agency in Iran with other agents in Qom) by using PEST method, SWOT analysis, CCFs and target market segmentation matrix. Based on conducted investigations to identify current barriers and challenges in apparel industry brands through interviews with senior managers of active companies in apparel and textile industry and a questionnaire submitted to them, 13 proper guidelines were achieved among which deregulation of prices strategy as well as four suggestion on trust building and promoting national and Iranian brands in domestic, regional and global markets were provided.