IAF president urge Pakistani exporters to target emerging markets, embrace innovation

Pakistan’s garment and textile exporters should diversify their reach by targeting emerging and high-end markets, such as Russia, Central Asia, and the Middle East, stated CEM Altan, President of the International Apparel Federation (IAF).

Speaking at a press briefing on Friday, Altan emphasized the need for Pakistan’s textile sector to pivot from low-cost exports to high-value products like garments, fast fashion, sports apparel, and medical wear. He explained that these markets offer growth potential and that Pakistan could capitalize on opportunities lost by Bangladesh, which is grappling with political instability and governance issues.

Global fashion brands are increasingly looking for low-cost production hubs that prioritize ESG compliance and labor rights, Altan said, noting that established Pakistani brands stand in a favorable position to attract foreign direct investment (FDI) from various countries.

Altan also advised local textile manufacturers to modernize their supply chains by adopting technologies such as ERP systems, blockchain, and IoT. These digital tools could enhance transparency, streamline production, and improve inventory management. Additionally, he encouraged Pakistani brands to expand their e-commerce presence and support local manufacturers in joining international online marketplaces like Amazon, Alibaba, and Etsy, enabling them to reach a broader global audience.

Ijaz Khokar, former chairman of the Pakistan Readymade Garment Manufacturers and Exporters Association (PREGMEA), expressed optimism about exploring new markets, particularly Russia. He believes that with proper banking channels established between Pakistan and Russia, the export potential could rival that of North American markets. Beyond textiles, Khokar highlighted potential for Pakistani companies in leather goods and fashion wear exports.

Khokar noted that in recent weeks, Pakistani exporters have been receiving additional orders from Bangladeshi buyers, with orders from other South Asian markets expected to grow in the coming months.

Under the Pakistan Readymade Garment and Exporters Association (PRGMEA), local textile and apparel producers are planning to host the World Fashion Convention in Pakistan in 2026. This will be the second time Pakistan hosts the event, following the inaugural convention held in 2019.

According to Khokar, the convention will benefit Pakistan’s textile sector significantly, adding that government support would be crucial for its success. Khokar advocated for government-backed research and development centers, textile clusters, packaging facilities, and fashion design hubs, established in collaboration with the private sector.

These resources would boost garment and apparel exports and help expand Pakistan’s reach in global markets. He highlighted the successful response from TEXPO Pakistan, which he expects will be reflected in future export growth. He also proposed the launch of TEXPO Pakistan in Dubai to capture additional buyers from the region.