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Peru Textiles Focuses on Value to Drive Post-Pandemic Recovery

Following a challenging pandemic period for the global garment industry, Peru’s apparel sector is bouncing back. Exports are up over 2020, and according to Mario Ocharan, director of export promotion at trade and tourism organization PromPeru, the nation expects shipments to meet or exceed 2019 levels.

In a chat with Sourcing Journal founder and president Edward Hertzman, Ocharan and Rizal Bragagnini, executive director, Peru Textiles Exporters Association, spoke to the state of Peru’s textile trade and the role that the garment industry is playing in Covid-19 recovery.

While the U.S. remains a significant export market for Peru, representing about half of all trade, Peru has increased its business in other parts of the Americas such as Canada, Colombia, Chile and Mexico. Nearshoring has been gaining ground for some time, but the South American nation has become even more appealing amid transportation disruptions.

“We are vertically integrated, and we have been able to respond fast to incremental demand,” Bragagnini said.

As part of its recovery, Peru Textiles is also eyeing job growth. The textile business already employs more than 700,000 people, and the sector aims to add an additional 100,000 jobs.

Ocharan noted the need for collaboration among the government, private sector and academic institutions to expand the textile industry in the nation. And one of the major differentiating strategies for Peru centers on sustainability.

After launching a campaign last year focused on quality and sustainability, Peru Textiles has released a new marketing effort communicating the value behind Peruvian apparel. Long-lasting raw materials and traditional craftsmanship combine to create durable goods.

The association’s outreach is two-fold. For the B2B audience, Peru Textiles is stressing the quality, sustainability and service that buyers can expect. Meanwhile, for consumer-facing messaging, Peru Textiles is communicating the “true value” behind Peruvian apparel. As part of this B2C push, the organization is undergoing social media pilots with a particular emphasis on the New York and Los Angeles markets.

“We are working with the private sector, not only in the quality and sustainability concepts, but also in innovation concepts,” Ocharan said. “So we are working together with the academic sector and private also to work together and build together the new strategy for the sustainability fashion markets in the world.”

Click the image above to watch the video to learn more about Peru Textiles’ campaign and what separates the market from other sourcing destinations.