Retailers are facing an ever increasingly intelligent
and discerning consumer who expects attractive, wellfitting
garments manufactured from exceptional fabrics.
To make fabrics that will entice and satisfy
clients, the ultimate strategy for textile product developers
is to use high quality cotton.
A really good t-shirt not only feels great at the point
of purchase but after 20 washes, the garment does not
pill or show neps. Ideally, a garment washed frequently should
look the way it did when it was purchased. This is easy to
accomplish if you use great fiber.
Building Brand Equity
Most jeans are industrially washed before being sold to consumers.
Many are hand sanded, resinated and harshly treated so
that they look old and well worn at the time of purchase. Cotton
strength is critical when making denim fabric. How can you
build jean brand equity if your customer’s jeans rip easily or
wear out too quickly?
When I started in the industry, there was barely enough global
denim production to cover worldwide demand. But today the
world has completely changed, and now there is massive textile
and yarn over-capacity. Not only does this push prices down on
commodity products, but it means that there is more opportunity
for better textiles. And, as the retail customer gets his first
glimpse of high grade cotton fiber, he naturally and intuitively
upgrades his expectations.
The savvy retailer or brand will consider this interest as an
opportunity to do more business and build brand allegiance.
Starting with the cotton they purchase, brands will want to align
with sustainable products and FiberMax is an obvious solution.
Since FiberMax was introduced to the cotton market, farmers
are using less water, fewer pesticides and producing up to 50
percent more cotton on the same acreage. This is exactly what
customers need to hear about each layer of garment production.
From Fiber To Fabric
“ A really good t-shirt not only feels great at the
point of purchase, but after 20 washes the garment does not pill or show neps. Ideally, a garment washed frequently should look the way it did when it was purchased.”
– Andrew Olah
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