ارائه الگوی توسعه صادرات پوشاک ایران

Extended abstract
 
Introduction: Direct export. Direct export can be a determining factor in the relationship with the export development of companies. In this method, the company has one or more sales agents in another country. In fact, companies can export directly that undertake all the necessary activities to sell their products in the destination country. Indirect export. Another factor that affects the development of export is indirect export. In indirect export, the exporting company sends its products to foreign markets through an intermediary company. In other words, an indirect exporting company is when its products are sold in foreign markets, without carrying out any specific activity inside the destination country related to the export. In this method, control over the market or marketing strategies are very limited.
Methodology: The paradigm of the current research is the interpretive paradigm and its approach is a qualitative approach, which was achieved by using one of the strategies of implementing qualitative research, namely, grounded theory strategy and hidden content analysis tactic. The method of data collection is in-depth interview, the format of text information and data analysis is the method of summarization which continued until reaching the saturation stage of the categories in the interviews. The statistical population of this research is the managers of companies that produce and export clothing and apparel. In this research, a semi-structured questionnaire was first prepared using the background of the research. In order to select the experts of the top brands of clothing producers and exporters of the country, it was identified and in the form of available sampling, focal and in-depth interviews were started, and theoretical saturation was achieved after 15 interviews and coding of each interview. After specifying the core categories, their relationship with each other was revealed. In the final stage, this research led to the presentation of a model for the development of garment exports. After identifying the interview questions, the validity of the questionnaire of this research was confirmed. First, the reliability of the results of this research was confirmed by rereading some interview participants and professors in the field of garment export development. Also, in order to verify the obtained results, the researcher reviewed the collected data, notes and other items, and to evaluate the reliability in accordance with the opinion of Gonzalez Petriou et al. Using SPSS software version 2018, the intraclass reliability coefficient has been evaluated. Coding has been done by three experts. The results of intraclass reliability coefficient is 0.956 and also the significance level confirms hypothesis H1.
Results and Discussion: The results of the data analysis from the interviews, led to the birth of a pattern for the development of Iranian clothing exports. Based on this, a total of 1648 semantic units, 306 primary codes, 31 categories, and 4 central categories were identified. The main categories of this research are: direct exports with 16 categories (non-financial government support, product, warranty and after-sales service, competitive strategy and policies, customs, target market, competitive advantage, distribution network, trade agreements, branding, price, management, direct sales, advertising, marketing, discounts) and indirect exports with 5 categories (preventing and limiting underground activities, fake and counterfeit clothing, laws and regulations, smuggling, increasing sales to brokers), as well as financial capacity with seven categories (increasing the financial capacity of bankrupt exporters, reducing taxes, capital-intensiveness of clothing exports, government financial support, investment by prominent brands, eliminating restrictions on foreign exchange transfers, cooperation with major brands in the world) and sanctions with three categories (restrictions caused by sanctions, political factors, reducing costs caused by sanctions).
Conclusion: The competition of companies at the international level to increase the export of products has increased greatly, this situation is more in the field of goods that require little investment in production, increasing exports for companies considering that it requires significant investment, with sanctions remaining stable, The failure rate of these exporters is increasing, these challenges have reduced the development of Iran's garment exports. Iran's garment exporters have lost their previous export markets and need retargeting in this field, therefore, considering these challenges and problems in the field of garment export, the present research is in search of the components, effective factors and consequences of Iran's garment export development. Analysis of the data obtained from a structured and systematic review of previous researches and interviews with 15 garment industry experts led to the creation of a model for the development of Iran's garment exports. This model consists of two main categories: direct export (16 categories) and indirect export (5 categories). Two effective factors of financial power (7 categories) and sanctions (3 categories) and three consequences of the business, economic and human environment are formed. Therefore, the development of Iran's garment exports is branched from direct and indirect exports, sanctions due to restrictions, political factors and the resulting costs, and increasing the financial power of companies through government assistance to helpless companies; tax incentives; Investing prominent brands in Iran's clothing industry can affect direct and indirect exports. Therefore, if exporters have high financial power and the effect of sanctions is reduced, we can imagine a good prospect for the development of Iran's clothing exports. By comparing this model with other models of export development, it was found that in other researches, the separation of exports was not done, while a country like Iran, which is under sanctions, needs to see indirect exports as well, in the field of sanctions, the researches that have been conducted only consider sanctions as a factor. They know that it is influential in economic growth and they do not mention its relationship with direct and indirect exports. Also, in other researches, the components and effective factors of this model are not considered together and only emphasize the relationship between financial power and exports. Therefore, this model explains the development pattern of Iran's garment export in a comprehensive format and in accordance with the conditions of Iran. Considering this issue, the results of this research can be useful for garment industry managers, exporters in this area and policy makers.