Apparel Exports
Effective
communication
Given the rising importance of India
as an apparel exporting nation, it
is necessary for garment makers
to understand the technique of
communicating with dealers, buyers
and suppliers from across the world.
Better communication skills can
definitely boost business for apparel
makers and exporters alike.
TEXT BY
Vasant R Kothari
66 APPAREL NOVEMBER 2010
C
ommunication can be
defined as the exchange
of thoughts, messages
or information through
speech, signals, writing or behaviour.
It is the art and technique of using
these modes effectively to impart
information or ideas.
The modern business world
demands that people from all corners
of the earth communicate with one
another. A buyer in USA may have
staff in his local office in India, while
an exporter in India may have his
suppliers in China, Hong Kong, Sri
Lanka or Indonesia. More and more
people are now communicating
across intercultural lines.
communication in apparel
exports
Communication is one of the
most important functions of the
merchandiser in apparel exports, as
he/she is the link between the buyer
and the company. The buyer is in
direct touch with the merchandiser
and brings to his notice all his
requirements. In export, a lot of
information flows between the
buyer and the company through the
merchandiser. It is therefore very
important for the merchandiser to be
prompt in his communication. Further,
the merchandiser is required to take
all the approvals and clarifications
in writing.
 One popular mode of
communication that is common to
most people working internationally
is e-mail. There are several reasons
why e-mail is a popular tool – it is
fast, convenient and affordable. The
Internet allows the merchandiser or
apparel exporter to send documents,
requests and information to
colleagues, customers and suppliers
across the globe at the click of a
button. Instead of waiting days or
weeks for a response, the buyers and
vendors can receive an instant reply.
But the important thing to remember
is that an e-mail, like any written
communication, works best when it is
clear, focused and informative.
While discussing the intercultural
issues of e-mail, we need to look at
it from two angles: 1) the issue of
language and 2) the issue of culture.

Language
English is without doubt the lingua
franca of the modern business world.
Whether we are in India or Europe
or USA, most business e-mails are in
English. Most of the people accept
it as the international language.
But this does not mean that
communicating in English is without
problems and misunderstandings.
People with English as a second
language have a tendency to
misspell words, invent new words,
use incorrect grammar and generally
not make themselves clear. Reading
such an e-mail can be a struggle

The merchandiser communicates

with the following:
• Buyers
• Suppliers
• Relevant departments and
• Factory personnel

The company uses various modes of

communications such as:
• E-mail
• Telephone/Fax
• Video conferencing
• Personal meetings
• Courier services

APPAREL NOVEMBER 2010 67


and if a word is out of place, the
entire mail can be misunderstood.
Miscommunication can create
disaster in the apparel industry as
every bit of information is critical.
It is also important for those
communicating across cultures to
bear in mind that such imperfections
are to be expected. The best way
to approach such e-mails is to
look beyond the form. If that is
not possible, then a simple e-mail
should be sent back asking for
clarification on points or even
sending closed-ended questions,
which can only have a ‘yes’ or ‘no’
answer, will help to elucidate the
issue at hand.
68 APPAREL NOVEMBER 2010
Culture
Intercultural communication can be
tricky in a face-to-face environment.
However, people effectively handle
situations by reacting instinctively
to body language, gestures and
facial expressions. With e-mail
communication, you do not have
such luxury. As a result, e-mails are
likely to get lost in translation across
cultural lines.
The actual format of an e-mail
may differ across cultures. In some
formal cultures, it is expected that
one starts by addressing someone
with their name (possibly surname)
followed by their e-mail. Others
may not put up with such formality
People with English
as a second
language have
a tendency to
misspell words,
invent new words,
use incorrect
grammar and
generally not make
themselves clear.
and jump straight to the crux of the
matter. Either way, one reader may
find the e-mail too formal, while
another sees it as too informal or
even blunt.
The content of an e-mail is
also culturally dependent. Some
cultures may accept the use of slang,
idioms, puns, joke-phrases or swear
words in an e-mail, while in others,
it is a taboo. Some may deem it
acceptable to reply to a question
with a simple ‘no’ or ‘yes’, while
others would expect a more
detailed response.
The meaning of an e-mail will
also be impacted by culture. What
a sentence means in Shanghai may
not mean the same thing in New
Delhi. While writing to someone from
India or Japan, it is possible that
the replies are neither positive nor
negative, since the cultures of both
the countries depend on the indirect
style of communication. For a reader
who is unable to appreciate this fact
or read between the lines, the replies
would remain vague and often
meaningless.
For successful e-mail writing in
apparel exports, consider the
following guidelines:
• Always write the Style # in the
subject, this will be easy for
everyone to understand the
related issue.
• Send brief and clear messages.
No one has the time or patience
to scroll pages after pages
of an e-mail. The shorter the
e-mail, the higher is the chance
of it being read. Using bulleted
points is an efficient way of
presenting information.
• Send multiple messages for
more than a few topics. If you
have many topics to address
through e-mail communication,
send each one in a separate
message.
• Include relevant information from
past e-mails. As merchandisers
read so many e-mails each day,
it is difficult to remember all the
details. When responding to a
buyer/supplier/merchandiser,
an effective e-mail will contain
relevant details from previous
messages, so the reader can
quickly recall the important
aspects from prior communication.
• Write a specific subject line. Let
readers know exactly what to
expect by including accurate,
concise information in the subject
line. Receiving and reading
e-mails shouldn’t be a guessing
game.
• Don’t use abbreviations
in international messages.
Sometimes, it takes longer to
decode abbreviations in business
messages than it does to read the
whole words. Save the reader’s
time by writing out what you
need to say.
• Always proofread your e-mail
messages before you send
them. Don’t risk the reader’s
misunderstanding of your
important messages.
Conclusion
The e-mail is becoming more
and more prevalent as a way of
communication in international
business. However, as we have seen,
when this takes place within an
intercultural context, there is a lot of
room for misunderstanding both from
a linguistic and a cultural point of
view. Merchandisers should take the
necessary steps to investigate these
areas and to always keep an open
mind so as to minimise the chances
of intercultural miscommunication.
Apparel export companies can
also implement codes of conduct
around e-mails as well as invest in
intercultural training for their staff,
particularly merchandisers, as they
are the face of the company. n
APPAREL NOVEMBER 2010 69