“If you don’t get it right at the beginning, you’ll never get it right at the end. Your finished product is as good as the material you put into it. It’s that simple!” says Karin Malström, Director of CCI China & Northeast Asia. The Yarn Expo is the main trading platform for the materials providing this beginning. At Yarn Expo Spring 2019, three highlighted exhibitors were selected for in-depth case studies: Birla Cellulose (China), Cotton Council International (USA) and Safilin (France). These yielded two main conclusions: Consumers are explicitly demanding transparency and sustainability, driving a shift in sourcing trends. In addition, the organisers recorded a rise in visitor numbers – a development that looks auspicious for the success of Yarn Expo Autumn from 25 to 27 September 2019.
The French linen spinner Safilin, which has a 200-year history of hand-spinning, first joined Yarn Expo in 2018 and returns again this year. Safilin is targeting the Asian market with its innovative stretch linen. With its traditional values, which it continues to uphold, it is also meeting the demands of new target groups. “A lot of people are now asking for a product that is different, a product with a story, a product that is completely traceable”, says Herve Denoyelle, Business Development Manager of Safilin. “The market is really asking for natural products, and there is nothing more natural than linen.” Manohar Samuel, Senior President Marketing & Business Development of Grasim Industries Ltd (Aditya Birla Group) likewise sees traceability and sustainability as two of the industry trends driving innovation. Transparency across the supply chain makes carefully selected collaborations essential. “Creating an environmentally-friendly product begins with the fibre, and brands are increasingly recognising this”, emphasises Samuel. He views the access to innovative yarns and fibres – resources that ultimately enable a dimension of product differentiation – as a further plus of direct collaboration. Karin Malmström, Director of CCI China & Northeast Asia, also noted this trend: “Our partners are hearing clear messages from their customers. They are demanding traceability. So the beautiful advantage of using traceable cotton is that it’s easier for the brands and retailers to do their due diligence, by starting right from the origin.”
Yarn Expo is organised by Messe Frankfurt (HK) Ltd and the Sub-Council of Textile Industry. This year the trade show takes place from 25 to 27 September. It coincides with the 25th edition of Intertextile Shanghai Apparel Fabrics, with CHIC and PH Value. Together, they represent the entirety of the textile supply chain.
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