From simple tailoring to high added value and global brands. Representatives of Turkmenistan's private sector are preparing for a major entry into the European market. On April 13, the International Trade Center (ITC) held an intensive seminar in Ashgabat, bringing together designers and clothing business owners.

For 29 small and medium-sized enterprises, participation in the EU project "Turkmenistan: Sustainable Trade and Integration" has become a guide to the complex rules of European retail. The main challenge today is not just producing high-quality garments, but also meeting European Green Deal standards.

Turkmen manufacturers have thoroughly studied the environmental and certification requirements that pave the way for them to reach EU store shelves.

The practical part was particularly interesting: designers are already designing their Spring-Summer 2027 collections. Participants explored how to adapt national flair to the needs of Western consumers and how to create a "brand story" that will make an international audience fall in love with Turkmen products.

The focus was on assortment planning: how to ensure volume and variety are met; visual merchandising and the art of product presentation; and branding, which involves transforming a local atelier into a recognizable name.

The seminar served as a final rehearsal before participating in the prestigious "Who's Next" exhibition in Paris. Experts provided targeted recommendations on how to establish direct contacts with buyers and transform an exhibition stand into an effective sales tool.

The Turkmen private sector is making confident strides toward creating products valued not only for their natural materials but also for their intelligent design.