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The general SWOT-analysis of the garment enterprises specializing in manufacturing of products with embroidery is carried out in the work. The results of research on strengths (S) and weaknesses (W), opportunities (O) and threats (T) for companies operating in today’s conditions are presented. According to the results of research, it is determined that the increasing competitiveness of garment enterprises is its opportunities (O): access to new markets; expansion of the range of products; accelerating market growth. But on the way to achieving this there are certain threats (T) that need to be overcome: changing needs and tastes of buyers; growing influence of suppliers of resources and materials; unfavorable government policy; deteriorating working conditions and the negative impact of the COVID-19 pandemic. Among the existing threats (T) it is impossible to overcome the following threats: changing needs and tastes of buyers; unfavorable government policies and the negative impact of the pandemic. Although the first and last can be overcome by a complete change in the range of production, which requires significant costs. It is also necessary to use all the above opportunities that can increase the efficiency of the enterprise. To increase the competitiveness of garment companies, it is proposed to improve the performance of weaknesses (W) by improving the design and technological solutions of products on the example of women’s costume, which is decorated with embroidery. The main types of stitches for women’s costume decoration are identified: “hand stitch”; “stitching”; “sateen”; “fill”. The possibility of using these types of stitches on the machine Tajima TFMX-IIC 1206, using the software Tajima DG / ML is checked out. The classifier of design-technological decisions of conditional assembly units of the general scheme of women’s suit is developed; the schemes of models coding of women’s suit and structure of the code of the classifier of design-technological decisions are presented. Also a reasonable choice of design and technological solutions of the main components of women’s costume processing was made.

USAGE OF SWOT ANALYSIS TO INCREASE THE COMPETITIVENESS OF SEWING ENTERPRISES