Cutting your coat according to your cloth is giving the Turkish textiles industry a strong reputation in the global clothing market. Toygar Narbay tells the story of Narkonteks’ growthand the role being located in Turkey’s booming textile industry has played in the company’s success. Effective supply chain management has been vital in building a compelling offering – both as a manufacturer for leading international brands and in developing its own brand.
Could you tell me about the history of Narkonteks?
2003 yılında, Fruit of the Loom’un en büyük tedarikçisiydik. Ancak 2004’te diğer tüm Türk şirketleri gibi ABD pazarından çıkartıldı. Çünkü dolar değerini kaybetti. Sonuç olarak, biz de işlemleri durdurmak ve başka imkânlar aramak zorunda kaldık. Ben şirketi kapatmaya karar verdim. Tüm tazminatları ve tedarikçi borçlarını ödedim, ticarete son verdik. Sonra 2005 yılında, ortaklarımdan şirketi satın aldım ve aynı yılın Nisan ayında tekrar açtım.
“The company was established in 2001. From 2001 until the end of 2004 the production was done in a traditional mass-production manner for one of the world’s biggest underwear brands from the USA. During those years, the company was selected as the “Best Supplier of the World”. The company’s main competitive advantage at that time was the low prices based on the cost of labour and high efficiency. There were less variations on styles combined with high production quantities.
In 2004, the Fed’s dollarisation strategy was starting to have an effect on the local currencies against the USD. As in all developing countries, the cost of labour increased in Turkey and the company lost its main competitive advantage. After this development, we realised that the company strategy had to change from a ‘price-centric’ organisation to a more value-added product and services organisation. That meant that we had to change the IT infrastructure, the machinery set-up, the organisational chart and to apply lean principles within the company.
Ve şuan kendi markanız var, Blackspade öyle değil mi?
And now you have your own brand, Blackspade?
Marka için neden Türkçe yerine İngilizce bir isim seçtiniz?
Why did you choose an English name for the brand rather than a Turkish one?
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