Known the world over for its embroidery machines, Tajima has earned the reputation of being an innovator in embroidery technology that keeps pace with the evolving demands of fashion, season after season. In fact, the biggest reason for continuous growth in the market share of this company has been its ability to offer machines that match the sensibility of designers from whom fashion originates. At a time when prints are the flavour of the season, Tajima has introduced a machine that is using very thin threads, which when designed, give the look and appeal of a print. On the other hand, there is a machine that uses very thick threads giving a 3D effect to embroidery. The icing on the cake is that there is a single machine capable of both extremes, as per the customer requirement.
Indeed, Tajima has a machine for almost all conceivable fashion trends in embroidery from sequin attachment, tape embroidery, zigzag swing stitching to thread twist and chenille embroidery for very fine fabrics. With a combination of speed and user-friendly applications, there is a machine for every factory need. “In our quest to give solutions to fashion, we have a huge range of products to offer and the R&D to add new features is always on,” says Noboru Ito, Managing Director, Tajima Asia Pte. Ltd.
However, keeping pace with the needs of the global fashion industry is not an easy task, more so as ordering quantities with manufacturers is shrinking. Yet, Tajima has strategically planned for different needs, so as not to miss out on any opportunity. “Both single-head machines and multi-head machines are in use as different countries have different requirements,” says Noboru Ito. While Vietnam, which is more into volume fashion, is looking at multi-head machines that make commercial sense, for a country like India where the quantities are smaller, the emphasis is on single-head machines for shorter runs. Noboru Ito further emphasizes that though Tajima offers many unique features, not all are relevant to every country. “The extra expense to invest in an automatic bobbin changer does not make sense in a country like Vietnam, where labour is available in large numbers, so we do not push such features that add to cost, but do not really give value,” reasons Noboru Ito.
The company supports its customers with software that is customized for each user’s needs. To move closer to its customers, Tajima has recently opened an office in Da Nang City, where the company sees growing opportunities.
“Many local companies are either expanding or moving their units to Central Vietnam, while some fresh foreign investments are also being made in the region, so we decided to set up a service-cum-demonstration centre in the region to capitalize on this movement,” shares Noboru Ito. This new service centre is in addition to the already existing ones in Hanoi and HCM City.
Though customer education is always important to capture bigger market share, Noboru Ito adds that the Vietnamese manufacturer is very intelligent and always invests in better technology, rather than cheaper technology, which makes the market very interesting for companies like Tajima. “Though there are many Chinese funded companies in the country, the approach to business is very global, and tested technologies that have already proved their worth are preferred by the manufacturers,” says Noboru Ito.
With a growing focus in the country, as Vietnam gains recognition as a fashion destination for women’s wear, Tajima is very upbeat about potential growth. “With flexibility, as the hallmark of our machines, it is easy for customers to take a pick and keep upgrading as per requirements,” concludes Noboru Ito.