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How do I reach my customers’ textile customers?
Article from ITS Magazine, October 2006
Coming up at every link in the textile net product chain is the question of do I know my customers and my customers’ textile customers? Textile Effects (ex-Ciba Spezialitätenchemie) is asking itself precisely this question under the new Huntsman Group roof, and answering it with a convincing innovative marketing and information concept which we do not want to keep from you.
At Textile Effects, with the incorporation from Ciba Spezialitätenchemie (CH) in Huntsman (USA), the question arises of how one can distinguish oneself not only by innovation and products on the market, but by knowing even better one’s customers and one’s customers’ customers right through to the end-user, and bringing the products of all parts of the textile net product nearer to the consumer as an expression of specific unique characteristics. The concept solution is called High IQ TM, which forms the protecting pointed roof of a pyramid. To be different from the competition, it is necessary to differentiate; the products are effects on which quite specific requirements are placed; this is the core of the pyramid. Then as qualifier stands - as if as the foundation of the pyramid - the product, which clearly meets the requirements laid down. High IQ TM already suggests as a brand of course that it has to do with an intelligence quotient, simply intelligent effects, offering innovation and quality at the same time.
Consequent on the above, products and statements which stand for the five most important product characteristics have been developed and comprehensibly portrayed and communicated through to the consumer. Not without reason was Matthias Fössel, the guiding spirit of the whole, allowed the appropriately necessary creative scope which is also obvious from his function, i.e. Global Head, Concept Center Finishing, Printing and Carpet. The task set and solved is also bringing added value for the consumer and the entire textile net product chain.
The five High IQ TM intelligent textile effects are Cool Comfort, Lasting Colour, Freshness, Easy Care Plus and Sun Protection. Specifically descriptive, helpful oblong folders and swing tickets have been created in a concise unique format, and are obtainable in Chinese (simplified and traditional), English, French, German, Italian, Japanese, Portuguese and Spanish.
Cool Comfort comes in a pleasing delicate blue, and in the centre a shoal of fish in water can be seen, and in front of it a contrasting goldfish, which is obviously swimming against the stream. Inside the folder the characteristics are described: cool and dry, soft and comfortable, long-lasting effect even after numerous washes, and comparative textile patterns of High IQ – Cool Comfort in red pullover form are compared with conventional finishing. Each characteristic is briefly and comprehensibly described for everyone.
Lasting Color comes in light grey, the eye-catcher being an orange-coloured starfish which stands out in the water against its colourless equals. Here too are briefly described the characteristics, the colours remain brilliant, the dark shades remain dark even after numerous washes, and the garments constantly give the impression of being new, fresh and attractive. Two patterns in dark blue are also to be seen here, this time each one divided in two showing the original and the same after 20 washes. With High IQ there is no difference at all to be seen, but with ordinary finishing the washed garment is lighter and greyer.
Freshness is presented in a delicate green, the eye-catcher being a slice of lime surrounded by yellow lemon slices in a sparkling drink. The inside of the folder reveals a lady at the lookout point of a yacht at sea against a background of cliffs, enjoying the sun, the water and the wind. The most important characteristic are described in an insert, i.e. in-built freshness, superb comfort and long-lasting effect even after numerous washes. The motto: feel fresh and look fresh! Distinct difference… intended for competitors and stressing the contrast with the rest of the consumers.
Easy Care Plus comes graphite-coloured, the eye-catcher formed by a pink pebble surrounded by grey-blue fellow-passengers. Inside is a well-dressed man (headless and jacketless, but wearing a shirt, tie and trousers) with a full glass of champagne in his hand, and before him a lady’s arm and hand holding a champagne glass. The suggested motto: stay superior every day, each day and be different. The associated effect characteristics: non-iron, crease-free, soft and comfortable.
Sun Protection comes in a muted white colour, showing an azure blue sky with cumulus clouds and a white cotton-wool cloud forming the eye-catcher. Inside can be seen a blue sky and a sandy beach with landscape, where a boy in orange swimming trunks is performing a handstand. The slogan: wearable skin protection. Then the characteristics are described: built-in sun protection, soft handle and a high degree of comfort, long-lasting effect, even after many washes.
What else does High IQ TM say? A guarantee of reliable quality, innovative and sustained superior effects, value for the money invested, these are the statements for the consumer. The retailer also receives a guarantee of reliable quality, added value for the garment thanks to the innovative effects, attractive swing tickets, which give the potential buyer clear and comprehensible pointers and the incentive to buy, and the prospect that other innovative effects will follow, and be presented in the same way. The fabric manufacturer can create new products, and set himself apart from the competition via their new characteristics (effects). The new effects and their reliability provide him with a small lead over his competitors. The product specifications are clearly defined, and technical support is guaranteed throughout the world through the Huntsman network.
In only a few months, over 400 textile manufacturers have expressed interest in a High IQ TM licence, and the first have already acquired a licence. The specialist shops are also excited about the new concept, for the swing tickets recently attached point to innovation and quality standards, and help the specialist store to sell the garment. Textile manufacturers, makers-up, brand producers and retailers confirm that the concept enables them to keep ahead of competitors. At Huntsman, work is already being done on new defined characteristics and effects.
The conclusions from this action clearly show that one can not only create a distinctive image for oneself via the product alone, may not even amount to anything more than the technical description, but should make one discreetly conspicuous right through to the final customer via a helpful creative and innovative presentation. This presupposes of course that some thought is given first of all to a way of communicating and illustrating it simply and to the point. This is a complicated and complex process, for which one should additionally make use of market and brand research. The one who controls this in perfect style is advertising his product in the most ideal way, ensuring new impetus in the market and targeted demand for his products along the textile net product chain and with the consumer appealingly and sales-promotionally sympathetically – and world-wide! It is worth looking at the details of this new action on the innovative website below – it is part of the concept, and is created accordingly! |
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