Officials see opening for Thai silk in Italy, but say exporters need to be strategic
The Department of International Trade Promotion (DITP) is encouraging Thai textile entrepreneurs to promote high-quality Thai silk in the Italian market and to adhere to European Union eco-design regulations to ensure access to the key apparel market.
DITP director-general Phusit Ratanakul Sereroengrit said the department had assigned commercial attachés in foreign countries to identify opportunities for Thai exports in their respective countries and report their findings regularly.
The DITP office in Milan – the centre of Italy’s fashion industry – submitted a report on textile trends in Italy and identified opportunities for Thai textile exporters in the global fashion trend-setting market.
Italian fashion companies are being hit by inflation, which affects both consumer demand and operational costs.
Consumers are opting for cheaper or discounted products to reduce expenses, although the luxury goods sector remains strong because affluent consumers are less affected by inflation.
Consequently, Thai exporters need to pinpoint potential buyers for their products, Phusit said.
The DTIP has been informing Thai apparel producers that consumers globally are increasingly buying apparel that is labelled environmentally friendly and sustainable. Therefore, entrepreneurs must provide certification and shift their marketing strategies to attract this growing segment of the market, Phusit added.
Thai silk can be used in Italy because the country does not produce silk. The country’s high-tech textile manufacturing industry can produce apparel made with fine silk, Phusit said.
He urged Thai entrepreneurs to study the innovations and marketing strategies of Italian apparel brands and to invite Italian textile experts to Thailand to share their skills and knowledge so that Thai entrepreneurs can access the Italian market, which is also an entry point to the European market.
Thai entrepreneurs also need to comply with draft regulations under the European Union's Ecodesign, which may become law under the European Green Deal policy, Phusit added.
This legislation will establish product-specific rules as well as rules for groups of products with common characteristics to ensure that products sold in the European market are sustainable.
The scope of the products that will be affected by the legislation is vast, Phusit said, adding that it includes textiles, furniture, mattresses, rubber for vehicles, laundry detergents, paints, lubricants, steel, stainless steel, and aluminium.
To sell these products in the European market, additional design requirements must be met, including durability, reliability, and recycling, Phusit said. Circular components, new production, and carbon footprint and water-saving environmental considerations are also included in the legislation, he said.
He also called on Thai entrepreneurs to closely monitor the economic and political situations in other countries and plan for uncertainty and risks from an expected economic downturn this year. Additionally, he said it was essential to keep up to date with tax policies and regulations in the European Union, which are continuously being adjusted.
Moreover, the behaviour of consumers, which currently prioritises online channels, remains important, and online operations can be conducted from abroad, he said.
Thai business operators need to diversify their online sales channels to maintain market efficiency and share, and they need new and innovative ideas for using digital media to attract customers, Phusit said.
