This paper describes textile production in Istanbul, Turkey. From its historical background to the challenges of today. The respondents have told about how they work, talked about competition, communication, achievements, investments and much more.

The purpose was basically to find out how important the textile industry, with focus on apparel, is in the economy of Turkey today. Also how this industry can develop, and what it will take to reach such development. The empirical material comes from experienced people in the field and is analyzed with the SWOT model besides other marketing and logistics related theory.

Used method is a qualitative approach with semi structural interviews. Companies and associations in Istanbul have responded. These contributors are a mix of senior managers, specialists, officials, employees and entrepreneurs. An interview guide was developed after a pre-study in Sweden.

Findings of the study shows that these companies are competing for international customers, but also working together for their industry and country. Some important factors to become successful is experience, research, innovation and customer care. To take a step of further development, more strategy, competence and investments might be needed.

There are many other countries which can also challenge about the customers in this business. China and Bangladesh do have similarities with the early development of Turkey in the case of textile garment industry, but are now considered different as competitors. Turkey do have some national advantages, and not least its beneficial geographical position.