Textile Product Development and Marketing Chapter 6 Textile Product Development and Marketing

The Global Textile Market Globalization is the focus of the textile market. U.S. textile producers have lost more than 50% of their domestic market. American textiles producers compete by exporting and opening factories in Mexico and the Caribbean. Fashion From Concept to Consumer, 8/e © 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey 07458

New Marketing Strategies The American textile industry was built on large volume, offering quality at reasonable prices. Imports, oversupply and market niches forced the industry to evolve into a market driven sector. Textile companies strive to stay in the forefront with new products: Performance fabrics High tech fibers and fabrics Other marketing strategies include: Niche marketing Garment packages Shortening lead times Fashion From Concept to Consumer, 8/e © 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey 07458

Fiber Product Development and Marketing Man-made fiber producers invest great deals of time and money in research and development. Their sales promotion and advertising campaigns create demand and educate consumers on the value and use of these fibers. Natural fiber producers reacted by forming associations to promote their fibers. Natural and man-made fiber producers also work together to research and develop fiber blends. Fiber producers use cooperative advertising, sharing the cost of advertising with fabric producers, manufacturers and retailers. Fashion From Concept to Consumer, 8/e © 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey 07458

Fiber Product Development and Marketing Fiber producers also provide many services to customers: Technical advice Fashion presentations Color forecasts Fabric libraries Consumer education Hangtags Natural fibers are sold to mills for yarn spinning and weaving or knitting. Man-made fibers produced by chemical companies employ sales forces or are vertically integrated. Fashion From Concept to Consumer, 8/e © 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey 07458

Fabric Product Development and Marketing As fabric becomes the driving force of change in the fashion industry many factors play a role. Textile design includes: Specialization Market and technical research Focusing on end use Print design Coloring The fabric collection Fashion From Concept to Consumer, 8/e © 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey 07458

Fabric Product Development and Marketing Marketing includes: Advertising Publicity Customer services: Fashion presentations Other services Fabric Market exposure Selling via: Sales representatives Jobbers Brokers Fashion From Concept to Consumer, 8/e © 2005 Pearson Education, Inc. Gini Frings Upper Saddle River, New Jersey 07458