Alexander Sarlay

Publications

• Concept and Articles Webshop Moments of Art

  Alexander Sarlay

  Moments of Art. 01/2011;

  Culture based business, sales s & marketing strategy for sustainable ethnographic products, www.moa.cc

• An analysis of the current denotation and role of Wax & Fancy fabrics in the world of African textiles

  Silke Jurkowitsch, Alexander Sarlay

  International Journal of Management Cases. 01/2010; 22:28-48.

  The literature reveals that traditional and cultural textiles are becoming more and more part of international fashion. Especially, locally produced and imported Wax & Fancy fabrics are an important element of the cultural landscape of twenty-first century West Africa. It represents economic pot... [more] The literature reveals that traditional and cultural textiles are becoming more and more part of international fashion. Especially, locally produced and imported Wax & Fancy fabrics are an important element of the cultural landscape of twenty-first century West Africa. It represents economic potential as well as a kind of national identity. These fabrics are still a source of inspiration and the subject of innovation for designers, artists and entrepreneurs. In addition, various studies and projects have shown that the actual situation of the West African textile market changes rapidly. The motivation for this project is based on learning from history of more than 500 years of trading with textiles between West Africa and Europe. Accordingly, the purpose of this article is to describe the actual situation in West Africa holistically for all participating partners of the supply chain (designers, producers, sellers, customers, etc). Therefore, it examines Wax & Fancy fabrics in a comprehensive manner starting with the definition, due to misleading definitions, and its history, the production as well as the actual marketing and distribution situation in West Africa. The methodology for this project is divided into three levels using both primary and secondary data: Yesterday – Today – Tomorrow. The “Yesterday” part is developed based on existing literature in the fields of ethnography, cultural aspects, African textiles, textiles in general, art, strategy, global business and marketing. This is followed by the “Today” part, which is a concentration on the actual situation in the textile markets of West Africa done in a qualitative way (e.g. observation, interviews, and photo documentation). Finally, the “Tomorrow” part consists of the combination of the chances and risks for Wax & Fancy fabrics in West Africa and the world. The main results will be the derivation of the definition for Wax & Fancy fabrics based on theory of existing literature and practical execution inside the textile markets as well as the description of the actual situation in the West African textile markets. Subsequently, the contribution to knowledge will be an extract of influencing factors for textile companies working in the field of traditional and cultural fabrics. These influencing factors are provided to be able to establish a suggestion of a model for so-called traditional textiles in West Africa in future. The article demonstrates that in addition to achievable fabrics in latest fashion design, the traditional and cultural roots of these kinds of textiles should not be underestimated when trying to improve or change the Wax & Fancy market due to global influences. Furthermore, it is not clear if Wax & Fancy fabrics of high quality will be part of West African tradition and culture in future.

• "Made im Ländle" für Nigeria

  Andrea Sommerauer

  Südwind. 01/2010;

  Stoffe als Zentrum der Welt Die Veränderungen am globalen Bekleidungsmarkt brachten in den vergangenen Jahren billigere Produkte vor allem aus China auch nach Westafrika. In Reaktion auf diese Entwicklung wurde eine Projektstudie in Auftrag gegeben. Die StudienautorInnen Silke Jurkowitsch und Alexan... [more] Stoffe als Zentrum der Welt Die Veränderungen am globalen Bekleidungsmarkt brachten in den vergangenen Jahren billigere Produkte vor allem aus China auch nach Westafrika. In Reaktion auf diese Entwicklung wurde eine Projektstudie in Auftrag gegeben. Die StudienautorInnen Silke Jurkowitsch und Alexander Sarlay betonen darin die Bedeutung des Textilhandels mit importierten Stoffen seit der Kolonialisierung: „Der historische Rückblick belegt, dass hochwertige Textilien Luxusgüter darstellen, die Indikatoren für Wohlstand, Status und Prestige waren .“ In der Sprache der Dogon in Mali hieße es gar: „Stoffe sind das Zentrum der Welt.“

• Zukunftspapier zum Projekt „Entdecken von Vorarlberger Stickereien in Westafrika“. Grundlagendokumentation für nachhaltige Wirtschaftsstrategien und Fundament für weitere Projekte

  Silke Jurkowitsch, Alexander Sarlay

  01/2009;

  Download

• Discovery of Austrian Embroideries in West Africa

  Alexander Sarlay, Silke Jurkowitsch

  01/2009: pages 412;

• Photo Documetation: Development Swarovski Application Partners in West Africa

  Alexander Sarlay, Silke Jurkowitsch

  01/2009: pages 40;

• Austrian high-End quality embroideries as integral part of West African cultures

  Silke Jurkowitsch, Alexander Sarlay

  International Journal of Management Cases. 01/2009; 11:494-514.

  In an environment in which the globalization affects numerous people in a direct way, in which quality decides over rapid business and in which individual partnerships are more important and long-lasting than narrow-minded price discussions, the strategy for specified high quality Austrian Embroider... [more] In an environment in which the globalization affects numerous people in a direct way, in which quality decides over rapid business and in which individual partnerships are more important and long-lasting than narrow-minded price discussions, the strategy for specified high quality Austrian Embroideries is becoming more important. The motivation for this project is based on learning from history of more than 500 years of trading with textiles between West Africa and Europe. Still today, there are the same factors and mechanisms used for doing business. New things are as well absorbed instantly and transformed into the existing tradition. Also fashion is a typical western phenomenon; the things which are counting in the African world are the traditional ones. Traditional clothing still is a symbol of status, reputation, wealth, etc. Furthermore money for high qualitative and valuable products is still available than ever in this world. But the product itself must be developed, marketed and sold in a 100% true-package to the customer. Therefore, copied, cheap, low quality and secondhand textiles are only a way to be “decorated” in the correct cultural way even for people with little money. One of the only existing USPs of Europe is the richness of creativity. In this project, creativity is the main driver for staying in front of the competitors in the high-end African embroidery market. The project objectives therefore are the exploration of the niche for Austrian Embroideries, to recognize the key factors of designing embroideries for different African cultures and to identify the key factors for trading in West Africa. This first-time documentation, financed by the country Vorarlberg and the “Vorarlberger Stickereiwirtschaft”, the methodology is divided into three levels: Yesterday – Today – Tomorrow. The “Yesterday” part is developed based on existing literature in the fields of ethnography, cultural aspects, religion, art, strategy and marketing. This is followed by the “Today” part, which is a concentration on the actual situation in Vorarlberg, Europe, Africa, Asia and Near Middle East done in a qualitative way (e.g. observation, interviews, and photo documentation) directly in West Africa. Finally, the “Tomorrow” part consists of the combination of specific challenges for the Austrian Embroideries in West Africa as well as international best practices which lead to a positioning for the Austrian Embroideries and thereof important project propositions. This project can contribute to new knowledge by developing a research model in the future for specific high-end products. The conclusions derived from this model could be the recognizing of the importance of the eye-level, the awareness of the customers´ background in nation, religion, tradition, and the usage of the customers language to market the niche of the product successfully with different marketing activities.

• Austrian high-end qualitative embroideries decorate West African cultures

  Silke Jurkowitsch, Alexander Sarlay

  6. CIRCLE Conference, Dornbirn, Austria; 01/2009

• Research for Crystal Components and Crystal Products

  Alexander Sarlay

  01/2006: pages 117;

• Research for Crystal Components and Crystal Products in Africa

  Alexander Sarlay

  01/2005: pages 68;

• Petrophysikalische und petrochemische Untersuchungsmethoden an ausgewählten alpinen Natursteinen

  Alexander Sarlay, Mag.rer.nat (Master of Science)

  01/1997

  Degree: Mag. rer. nat.

  Supervisor: Peter Mirwald