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Iboma relies on NBO for new US Market Strategy
Garment manufacturer IBOMA had experience in the US market supplying knitwear products to the GAP. However, after the GAP closed their sourcing office in Tunisia, IBOMA lost their orders. Over the next few years, IBOMA had small, infrequent orders of garments for the US market but nothing of significance reports owner Ghanem Auf. “We were supplying a major client in big volumes but the product was a basic item. The days of producing 600,000 piece orders of one garment are over. We have to go to the US market with further developed products but we don’t have a proper strategy.” said Mr. Auf. With the arrival of the US-Morocco Free Trade Agreement, IBOMA realized they had to take advantage of the assistance offered by the NBO project to help them re-establish exports to the US. Mr. Auf participated regularly in NBO technical workshops on distribution of apparel in the US market, export logistics and FTA rules for Moroccan garments. He also decided to participate in the MAGIC trade fair to develop new US customers. As part of the assistance offered to NBO exporters, IBOMA worked with an apparel expert to design new collections to show at MAGIC that would respond to US trends. The response was excellent. By the end of the show, the company had confirmed 2 test orders and made many new contacts. Now IBOMA is preparing to do even more business in the US and will utilize the USPAEx prepared by the NBO team to implement a strategy that targets higher-end, garment buyers. “We know our products are of high quality but we just need someone to show us the way in the US market.” Says Mr. Auf.
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