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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
Gini Frings
© 2005 Pearson Education, Inc.
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
Gini Frings
© 2005 Pearson Education, Inc.
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
Gini Frings
© 2005 Pearson Education, Inc.
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
Gini Frings
© 2005 Pearson Education, Inc.
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
Gini Frings
© 2005 Pearson Education, Inc.
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
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458