• Unlike past strategies, this one was developed by MAS leaders, not external consultants; based on a full enterprise view, market trends, competitor analysis, and customer needs.
• Our 2030 strategy builds on our 5-year review practice and is designed to be agile, adaptable, and aligned to our long-term purpose.
• It shifts from siloed efforts to an end-to-end apparel value chain approach.
  • Tier 1: Final product manufacturing (e.g., apparel manufacturing factories).
  • Tier 2: Component manufacturing (e.g., fabric, trims, zippers).
  • Tier 3: Processed raw material production (e.g., spinning, extrusion, yarn value addition).
  • Tier 4: Raw material production (e.g., cotton farming, synthetic pelletization).
• External guidance is being used only to structure the organization fairly—strategy execution remains led by MAS.
• Strong governance, clear metrics, and regular reviews will ensure we stay on track and adjust as needed to realize the benefits.

We will not play in:

• Industries outside of apparel, textile & footwear
• Operating consumer-facing brands in mature markets (B2C)
• Tier 4 raw material production (agriculture, feedstock, extrusion, etc.)

• MAS has made a strategic decision not to pursue the following markets and segments due to limited opportunity, misalignment with our capabilities, or disproportionate risk:
  • China
  • Middle East & Africa
  • Swimwear for India 
  • Value market for India
• These decisions allow MAS to focus resources on segments and markets where we have a clear competitive advantage and long-term growth potential.

Our leading competitors have excelled by being:

• Simplified in structures enabling swift decisions
• Proactive customer engagements with identification of needs 
• Stronger in materials innovation
• Quicker in product development cycles
• Better integrated across the supply chain
• Leaner in cost (lower CPH)

• To stay ahead, apparel players must master product superiority, cost leadership, and speed to market—all core pillars of our 2030 Strategy. The strategy is built to match—and surpass—the strengths we see in our competition, positioning MAS to elevate our game to the next level.