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Jordan’s Apparel Industry: Opportunities and Transformation for the European Market

A comprehensive exploration of the Jordanian apparel industry has unveiled promising opportunities driven by high-quality production and favorable Corporate Social Responsibility (CSR) conditions. Notably, the increasing demand in the European market for sportswear and Islamic wear is presenting a range of avenues for growth. Jordan, which has already demonstrated impressive export success to the United States (USA), now stands at the threshold of becoming a new destination for the European fashion industry.

In 2019, the Centre for the Promotion of Imports from Developing Countries (CBI) launched a 4-year project aimed at facilitating garment producers’ entry into the European market. Jiries Majrouh, the manager at Jordanian clothing manufacturer Hadayana, sheds light on the CBI Project, his experiences, and the invaluable lessons learned.

Meeting European Requirements

Exporting to the European Union (EU) necessitates adherence to specific standards and regulations. CBI played a pivotal role by offering current market insights, enabling Hadayana to meet the stringent European export requirements. Jiries Majrouh underscores the significance of this support, stating, “If you do not understand the required standards for the European market, you might produce something and, at the end of the day, not be able to export it to Europe.”

Exploring Market Opportunities

With a profound understanding of European demands, Hadayana made strategic investments in automated machinery to elevate the quality of its products. These enhancements extended to improving the precision of the production process and boosting overall output capacity. Mr. Majrouh elaborates, “During the project, we looked at export markets and how to understand and study them to increase our exports. We looked at lean production, cost calculation, and best practices in the manufacturing facility.”

Leading in Apparel Exports

Notably, despite the challenges posed by the COVID-19 pandemic, Hadayana achieved growth and expanded its exports with the valuable support of CBI. Mr. Majrouh acknowledges the pivotal role played by CBI, stating, “CBI provided us with a lot of helpful information. We could study markets to increase our exports.” With over 50 years of experience in the business, Hadayana has successfully emerged as a leading exporter of baby’s and children’s clothing. Mr. Majrouh emphasizes the vital role played by Jordan’s geographical location, which continues to fortify the industry. He envisions a bright future for Jordanian apparel, with the ability to export to Europe, the USA, and the Middle East and North African (MENA) region.

The Path Forward for Jordanian Apparel

Through their participation in the CBI Project, Jordanian manufacturers are now well-prepared for the future. Mr. Majrouh shares that he has effectively implemented insights gained from the project, particularly in the domain of ergonomics. Hadayana has embraced improvements in various aspects of its operations, including engineering in the production process, lean production strategies, line balancing, and intensified market research.

Hadayana has already integrated part of the new automated machinery into its operations, with plans to educate its employees on the remaining machinery after the peak season concludes. Looking ahead, Mr. Majrouh’s vision is clear: to foster business growth in a way that enables exports to Europe, the USA, and the Middle East and North African (MENA) region, thereby securing a prosperous future for Jordan’s apparel industry.

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