IMPROVERS | CONVERSACIÓN CON DANIEL HERRERA DE SUPERTEX

Summary

In this insightful conversation, Daniel Herrera of Supertex shares the company’s journey from its founding in 1983 by his father and grandfather to becoming a leading producer of sportswear for global brands like Adidas and Nike. He discusses the company’s expansion into Guatemala, digitalization's impact on production, and the challenges of labor shortages. Daniel also emphasizes the importance of resilience, innovation, and the role of digital tools like AI in enhancing efficiency. He encourages young people to consider careers in the apparel industry, highlighting the rewarding nature of problem-solving and team management in the field.

Takeaways

• 😀 Supertex is a Colombian company founded in 1983 by Daniel Herrera's father and grandfather, initially focusing on local sportswear production and later expanding internationally.
• 😀 The company started by producing Adidas products for the Colombian market and later shifted to exports after Colombia's economic opening in 1991.
• 😀 Supertex has expanded to El Salvador and plans to build a new factory in Guatemala to diversify country risks and capitalize on Central America's strong textile cluster.
• 😀 Digitalization has played a key role in improving production control and decision-making at Supertex, enabling real-time decisions and greater efficiency on the factory floor.
• 😀 Artificial intelligence is seen as a future game-changer, enabling smarter decision-making and further boosting efficiency in the production process.
• 😀 The sportswear industry globally produces around 6 billion units, with Latin America representing 13-15% of the market share, making it a key player for North American exports.
• 😀 One of the major challenges for the industry is the shortage of skilled labor, which is a global issue affecting production in both Central America and beyond.
• 😀 To remain competitive, Latin American manufacturers need to form alliances across the entire supply chain, from fabric producers to manufacturers, and focus on automation and digitalization.
• 😀 Central America's proximity to the U.S. market presents a significant opportunity for local manufacturers to compete with Asian giants in the textile industry.
• 😀 Daniel Herrera shared his personal experience in the industry, advising students to embrace resilience and problem-solving as key skills needed for a successful career in the apparel sector.

Q & A

What is the origin of Supertex?

Supertex was founded in 1983 by Daniel Herrera's father and grandfather. The company initially started in Colombia to manufacture sportswear for the local market, primarily focusing on Adidas. Their journey began after Daniel's grandfather met Mr. Hosler Dasler, son of the founder of Adidas, during the Pan American Games in 1971.

Why did Supertex shift its focus to exports in the early 1990s?

In 1991, Colombia underwent an economic opening, allowing imports and exports. Supertex capitalized on this shift, deciding to focus more on exports as international markets presented greater opportunities.

What is Supertex’s current production capacity?

Supertex produces approximately 1.8 to 2 million units of sportswear per month, with around 5,000 employees across their operations in Colombia and El Salvador.

Why is Supertex expanding into Guatemala?

Supertex is building a new factory in Guatemala to diversify country risk. While El Salvador offers economic stability, Supertex wants to mitigate potential political or economic risks by spreading operations to another country in Central America.

What role does Central America play in the textile industry?

Central America, including countries like Nicaragua, Honduras, Guatemala, and El Salvador, has a significant textile cluster, with large clothing and textile companies. This region serves the North American market, which represents a substantial demand for sportswear.

What is the biggest challenge facing the apparel industry today?

One of the biggest challenges is the shortage of qualified labor. This issue is global, not just limited to Latin America. The industry must address this by training workers faster and increasing automation to reduce dependency on manual labor.

How does Latin America compare to other regions in the global apparel market?

Latin America, specifically Central America, represents approximately 13-15% of the global sportswear market, with the United States being the largest consumer. However, Asia, including Africa, dominates the rest of the market.

What is the potential for Latin American countries in the global apparel market?

Latin America has a significant opportunity due to its proximity to North America, where 45% of the world’s sportswear is consumed. By forming alliances across the textile supply chain and improving flexibility and cost-efficiency, Latin America could increase its share of the global market.

How does digitalization impact Supertex’s production process?

Digitalization has allowed Supertex to better control production, providing real-time data that helps optimize decision-making. With tools like Fast React and their own software, they can address issues immediately, improving efficiency and reducing delays in the production process.

What is the role of artificial intelligence in the future of Supertex?

Supertex sees artificial intelligence as a game changer. By combining the vast amount of production data with AI, the company can make more accurate decisions, improve efficiency, reduce costs, and stay competitive in the market.