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Making the Transition from Traditional to Technical Textile Markets
Textiles Intelligence, March 2008, Pages: 21
Technical textiles provide scope for firms in industrialised countries to achieve sustainable growth and escape from the tough competitive environment faced by manufacturers of traditional textiles. Technical textile products are used principally for their performance or functional characteristics rather than for their aesthetics. Consequently, markets for these products tend to be less price sensitive, and greater importance is attached to technical skills, and specialised knowledge, materials, processes and equipment.
End uses served by technical textiles are numerous and diverse. Messe Frankfurt, which organises the trade fair Techtextil, has grouped those end uses into 12 broad categories: agriculture and horticulture; architecture, building and construction; clothing technology; geotextiles; functional textiles for the home; industrial textiles; medical and hygiene; transportation; environmental; packaging; safety and protection; and sports and leisure. Also, a new category is emerging in the form of smart and intelligent textiles.
However, companies looking to enter the technical textile sector must understand the key differences between technical textiles and the traditional industry in which they are used to operating. Customers look for products with highly specific performance attributes and functions, and they are often willing to pay a premium for these features. In return, manufacturers need to use approved testing methods to convince customers and others in project teams that their products meet the required specifications. Technical textile products belong to niche rather than mass markets and those niche markets are often characterised by small runs. Manufacturers therefore need to be flexible and able to switch production from one product to another product which might be quite different. Machinery too may have to be adapted for more flexible and smaller production runs. Would-be technical textile manufacturers must ensure that their products meet the quality and technical standards which the application demands. In some cases products must satisfy certain legal requirements. Innovation is often vital so firms must be willing to invest in research and development (R&D) as well as equipment—which means that they need to be able to raise the capital required. And to defend their investments in R&D, they need to understand the laws about intellectual property rights (IPR). Overall, cooperation is needed at all stages of the supply chain so that products meet the exact needs of customers, especially if they are to command a price premium.
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