Turkmenistan’s private sector is preparing to enter the EU market, focusing on high value-added products and the development of its own brands. On 13 April, a seminar organised by the International Trade Centre (ITC) was held in Ashgabat, bringing together designers and representatives of the garment industry, according to the news agency Orient.

For 29 small and medium-sized enterprises, participation in the EU trade development project served as a practical guide to the requirements of the European retail sector. The key objective is compliance with environmental and certification standards, including the principles of the ‘European Green Deal’.

Participants studied market requirements and began developing their ‘Spring–Summer 2027’ collections, adapting national motifs for an international audience and shaping a unique brand identity.

Particular attention was paid to product range strategy, visual merchandising and promotion – from collection planning to building a recognisable brand.

The seminar served as preparation for participation in the ‘Who’s Next’ exhibition in Paris, where companies hope to establish contacts with buyers and strengthen their export potential.