Iranian apparel brand Body Spinner has embarked on a long term partnership with dnaunion subsidiary, the emrc. The emrc will conduct market research and consumer studies for the company.Marketing manager of Body Spinner, Hesam Qoraishi says, “We at the Body Spinner believe in data-driven decision making. Developing a marketing and advertising strategy without market research is meaningless.”“In addition to focusing on product quality, adhering to customers’ preferences and behavioral patterns is high on Body Spinner’s agenda. In the fashion industry considering consumers’ taste is of paramount importance,” he adds.According to him, no proper research has been carried out about Iran’s fashion market.“There has been a shift in Iran consumers’ preferences. People are less inclined towards buying products made by foreign brands. The development provides local apparel makers with a chance to increase their share in the market,” Qoraishi notes.Over the past few months, and following the imposition of US sanctions against Tehran, government authorities have limited imports so as to curb capital flight. Clothes have been among the products which their imports have been banned.Qoraishi calls the current conditions “a golden opportunity for local producers.” He is of the opinion that Iranian apparel producers should make good use of the opportunity and secure their share in the market. He notes that the conditions are likely to change in the future.Pointing to the emrc’s previous activities in the fashion market, Qoraishi calls the newly forged partnership promising. He also noted that Body Spinner has collaborated with the dnaunion over the past few years and have always been satisfied with services offered by the company.He concluded by saying, “For firms active in the fashion industry, spending money on market research is an investment in the future.”A deputy at the emrc, Saeed Nabavian says, “Studying consumers’ taste should and has always been high on apparel companies’ agenda. The companies should study what elements attract buyers. The general rule applies to Body Spinner as well.”According to him, apparel market developments in developing countries are fast-paced. “The emrc will work hard to keep Body Spinner up-to-date and adoptive to market developments.”
