Aus der Branche

From June 24 to 28, a delegation of Italian textile machinery manufacturers will be engaged in Turkmenistan for an institutional mission organized by ACIMIT, the Association of Italian Textile Machinery Manufacturers, and Italian Trade Agency. The delegation will have some institutional and commercial meetings scheduled in Ashgabat.

For the Italian textile machinery industry, the Turkmen market has high growth potential. Cotton is the third largest export product of the Country, and local authorities aim to develop a robust textile industry capable of processing the locally grown raw material. Significant investments in new equipment will be necessary for the success of this development program. To achieve this goal, the demand for textile machinery and technologies is rapidly increasing.

This is testified by the average annual growth rate of Turkmen textile machinery imports between 2009 and 2023 (+7.3%). Furthermore in 2024-2027 period forecasts by ACIMIT predict a further average annual increase of 5.5%.

Meanwhile, in 2023, the demand for Italian textile machinery from Turkmen companies has grown. Italian exports increased from 600,000 euros in 2022 to approximately 13 million euros the following year.

The Italian companies participating in the institutional mission are: Brazzoli, Color Service, Itema, Marzoli, Mcs, Reggiani Macchine, Salvadè, Santoni.

A new promotional initiative aims to boost trade relations between Italy and India in the textile sector. 11 Italian textile machinery manufacturers will be taking part in the forthcoming technological symposia scheduled in New Delhi and Mumbai from 9 to 12 April. The two events, organized by the Italian Trade Agency and supported by the Ministry of Foreign Affairs and International Cooperation, will allow Italian companies to showcase their technologies to a selected audience of Indian textile entrepreneurs.

The textile sector is of great significance in the Indian economy, contributing more than 2% of the GDP and allowing the Country to be among the largest exporter of textile and apparel items. Moreover India represents the third largest foreign market for the Italian textile machinery industry.

In 2022 India imported Italian textile machinery for a total value of about 200 million euro. Referring to the first 9 months of 2023, the value shows a slight decrease compared to the value for the same period of the previous year, but the forecast for the current year remains positive.

Italian companies participating in the symposia, all of which are ACIMIT members, are: Autefa, Cubotex, Danitech, Lafer, Mcs, Monti-Mac, Reggiani Macchine, Salvadè, Savio, Sicam, Testa.

In the fourth quarter of 2023 Italian textile machinery orders index, drawn up by the Economics Department of ACIMIT, the Association of Italian Textile Machinery Manufacturers, appears to be stationary compared to data recorded for the same period in 2022. In terms of absolute value, the index stood at 82.4 points (basis: 2015=100).

This is the result of an upswing in orders from foreign markets, counterbalanced by declining orders on the domestic front. While orders in Italy decreased at 18% rate, a 4% increase was observed abroad. The absolute value of the index on foreign markets amounted to 77.9 points, whereas it came in at 126.2 points domestically. Overall for the fourth quarter, the average order backlog yielded 3.7 months of assured production.

For the whole 2023 year, the index declined 25% overall compared to the 2022 average (absolute index of 82.4). On the home front however, the index dropped 24% (absolute index of 124.5), while slipping 25% abroad (absolute index of 78.4).
 
ACIMIT president Marco Salvadè commented: "The orders index for October – December 2023, as elaborated by our Economics Department, confirms an intake of orders that is still weak, with a negative trend in demand for machinery that is ongoing for the domestic market."

Nonetheless, the orders index abroad shows a slight increase. We estimate that the global geopolitical context is still a source of concern,” continued Salvadè, specifying that, “For the first nine months of 2023, Italian exports on major global markets (i.e. China, Turkey, India and the United States of America), confirm a widespread decline. However, some positive signs emerged in the fourth quarter of last year, as reflected by the latest orders index. For 2024 we expect a consolidation of this trend reversal."

A total of 59 Italian machinery manufacturers will be exhibiting at the upcoming ITMA ASIA+CITME, to be held from November 19 to 23 in Shanghai, as the event had been postponed for a year in the wake of the Covid-19 pandemic. Of these 59 manufacturers, 26 will be presenting technological innovations as part of the National Sector Groups, organized by ACIMIT and ITA – Italian Trade Agency. Occupying a surface area of around 2,000 square meters, Italy is among the major foreign exhibiting Countries at the event.

Asia is a major destination for Italy’s textile machinery manufacturers, with fully 38% of all Italian textile machinery exports during the first half of 2023 (amounting to roughly 338 million euros) directed towards Asian markets. China, in particular, is an absolutely important market for Italian companies: the first in Asia and the second worldwide behind Turkey in 2022. In the first six months of this year, Italian machinery sold in China reached a value of 81 million Euro.

“The general outlook for the Chinese market remains positive, although the demand for foreign machinery from local textile manufacturers has slowed somewhat for this first half of the year,” comments ACIMIT president Marco Salvadè. “Investments in the textile industry have never stopped, so there is no shortage of opportunities in China. I believe ITMA ASIA + CITME will confirm our expectations for a recovery in demand.”

At the association’s General Assembly held on July 4th, Marco Salvadè has been appointed to replace Alessandro Zucchi as President of ACIMIT.

Marco Salvadè began his career at Salvadè Srl, the family company specializing in the finishing machinery sector, founded by his father and uncle in 1967. After being a member of the company’s board of directors, he has been President since 2021.

Following the election of Salvadè, the General Assembly expressed its gratitude to the outgoing president, Alessandro Zucchi, who has guided the association for the past six years.

Along with the new president, the General Assembly also elected its new Vice Presidents, Chiara Bonino (Bonino Carding Machines SRL), Federico Businaro (Sperotto Rimar SRL), Ugo Ghilardi (Itema SpA) and Cristian Locatelli (Marzoli Machines Textile SRL). Marco Salvadè’s first comments as newly appointed ACIMIT president: “I wish to thank the Assembly for the trust they have placed in me, and I want to express my gratitude to the former President Alessandro Zucchi for everything he has done during the last six years to strengthen the role of the association and of Italian industry on the international scene. With the new vice-presidents and the ACIMIT Board, I will continue the work that has been done in recent years by previous presidents. It will certainly not be a simple task, but one that will no doubt prove stimulating. My primary goal is to increase the sense of belonging to ACIMIT of its member companies, with which we share the same values, and to adjust the association’s strategies to changing conditions in the economic and geopolitical context.”

INDA, the Association of the Nonwoven Fabrics Industry, welcomes six new members to its 2023 Board of Directors. The Board of Directors are responsible for contributing to INDA’s strategic focus in support of the industry. They inform INDA’s policies and programs to ensure the association meets the needs of their more than 360 corporate members.

The Board is comprised of elected Board Officers. One-third of the entire Board is elected each year for a three-year term by a majority vote of INDA’s general membership. INDA’s Executive Committee, empowered to act on behalf of the Board between meetings, consists of the Board Officers plus four appointees.

The new board members are:

Ricardo Fasolo, Managing Vice President, Fitesa Inc.
Ricardo Fasolo is Managing Vice President for Fitesa in North America. He is responsible for all operations, sales, business development and P&L activities for the region. Mr. Fasolo has been with Fitesa since 2005. During this period, he has worked in various roles from leading the supply chain management in Latin America to Sales in the USA. Prior to joining Fitesa, Mr. Fasolo worked for a Tier 1 OEM supplier responsible for producing assisted steering gear systems.

Neil Johnson, President, AstenJohnson
Neil Johnson is President of AJ Nonwovens, a division of AstenJohnson Holdings, a multinational private technical textiles company. AJ Nonwovens is a newly branded entity that includes Foss Performance Materials, Eagle Nonwovens, and a new greenfield site in Waco, Texas. As President, Mr. Johnson has responsibility for all aspects of AstenJohnson’s Nonwovens business. Reporting to the Chief Executive Officer, Mr. Johnson regularly updates the Board of Directors on matters of strategic significance and has a proven track record of leadership and broad business experience.
Mr. Johnson has spent 33 years with AstenJohnson in a variety of roles. These include VP of business development, VPHR, and General Management. A dual US / Canadian citizen, he has lived and worked in both countries and had global leadership responsibility. Outside of work, Mr. Johnson has had experience on several boards.  He has served as treasurer of a $10 million charitable foundation, served as President of the Board for a large non-profit in Charleston, SC and served on the Board of the Charleston youth hockey league. Mr. Johnson graduated from McMaster University in Hamilton, Ontario, Canada with a Bachelor of Commerce and an International MBA from the University of South Carolina.

Chris Roeder, Director – Strategy, Marketing & Innovation, Global Cellulose Fibers, International Paper
Chris Roeder joined International Paper (IP) in 1996 in Kansas City, MO, as an engineer for IP’s Consumer Packaging business. Over the next 20 years, Mr. Roeder held a variety of leadership roles with increasing responsibility in Beverage Packaging, Foodservice and Coated Paperboard, where he focused on business and product development as well as sales management. In 2016, Mr. Roeder was named Marketing Director for IP’s Containerboard business and was responsible for a number of key strategic initiatives.
In 2020, he was named Regional General Manager for IP’s North American Container business, and later that same year, he was named Director – Strategy, Marketing & Innovation for IP’s Global Cellulose Fibers business. In his current role, Mr. Roeder is responsible for collaborating across the business and enterprise to develop IP’s go-to-market strategy. He and his team work closely with the Sales team to drive successful innovations for IP’s customers.

Paul E. Rollin, Jr., Ph.D., Senior Principal – Global Hygiene, ExxonMobil Product Solutions Company
Paul Rollin earned his B.S. in Chemistry from Morehouse College in Atlanta, Georgia and his Ph.D. in Polymer Science from The University of Akron in Akron, Ohio. Dr. Rollin began his career with E.I. DuPont de Nemours & Co. developing “Flashspun” nonwoven products in the Tyvek® Business. He later transferred from Richmond, VA to Old Hickory, TN where he provided technical support to manufacturing, as well as led product development efforts for bi-component spunmelt fibers and fabrics.
For the past 11 years, Dr. Rollin has worked for ExxonMobil in Baytown, TX. During this time, his roles and responsibilities have included developing new products based on polyolefin resins, customer and application development. In 2018, he became the Global Nonwovens Team Lead at ExxonMobil. Dr. Rollin has several patents and has contributed to the nonwovens industry for more than 24 years.

Jodi Russell, Vice President R&D, Cleaning Innovation, Packaging & Sustainability, The Clorox Company
Jodi Russell has spent 25 years leading global innovation across multiple categories in the consumer-packaged goods industry. She began her career at P&G after graduating from the University of California, Berkeley with a B.S. Chemical Engineering, and has continued for 20 years at Clorox creating consumer-winning products in Cleaning, Foods, Litter, Trash, Natural Personal Care and Water Filtration. Ms. Russell is an innovation leader, with a proven track record of driving profitable growth, with current R&D responsibility for >$2B product portfolio including the company’s flagship Clorox Bleach™ and Clorox Disinfecting Wipes™ businesses. Ms. Russell excels in setting vision for R&D that leads to breakthroughs and in collaborating with industry partners to create leading edge technology for the Clorox global portfolio.

Julie Schertell, President and Chief Executive Officer, Mativ
Julie Schertell is Mativ’s President and Chief Executive Officer and serves on its Board of Directors. As the former Neenah Inc. Chief Executive Officer, she held numerous leadership positions within the company over the last 14 years, including Chief Operations Officer, Segment President of Technical Products and Fine Paper & Packaging and Vice President and General Manager of Fine Paper & Packaging.
Ms. Schertell began her career at Georgia-Pacific in 1992 as a Cost Analyst in a plant supporting Consumer Products. She served in several roles over her 16-year career there, all within the Consumer Products Division, including Vice President of Sales and Marketing Strategy, Vice President of Supply Chain, Director of Sales Operations and Director of Financial Planning & Analysis. Ms. Schertell graduated from Florida State University’s College of Business in 1991 with a BA in Accounting and received her MAcc degree from the University of Georgia’s Terry College of Business in 1992.

• Annual assembly of ACIMIT, the Association of Italian Textile Machinery Manufacturers

• Digitalization and Sustainability Key to Resiliency for Italian Textile Machinery Sector

The objective critical issues faced by Italy as a whole throughout the course of 2021, primarily dictated by a pandemic that upset any and all pre-existing equilibriums, have not slowed or halted the Italian textile machinery sector.

Indeed, data presented during the annual assembly of ACIMIT, the Association of Italian Textile Machinery Manufacturers, held on 1 July proved decidedly positive, showing that in 2021 the sector recovered significantly compared to 2020, to the point of returning to pre-Covid levels.

Specifically, Italian textile machinery production amounted to 2.388 billion euros (+35% over 2020 and + 5% over 2019), with total exports amounting to 2.031 billion euros (+37% over 2020 and +9% over 2019).

However, these results do not cancel the obstacles that companies are still facing. Looking to the near future, expectations are for a rather uncertain outlook, as underscored by ACIMIT President Alessandro Zucchi: “2022 remains a year replete with unknown factors, starting with the Russian-Ukrainian conflict, along with the persistence of the pandemic, which seriously risk delaying expected growth consolidation for businesses in the sector. Difficulties in finding raw materials and components negatively affect the completion and fulfilment of orders processed as far back as 2021. To boot, rising energy costs and inflationary trends affecting numerous commodities are depressing overall business confidence. So the outlook for the sector is not so good.”
As such, the two cornerstones through which ACIMIT aims to support the Italian textile machinery sector are digitilization and sustainability.

4.0: The textile machinery sector looks to the future
The road to digital transformation has already led numerous manufacturers to completely rethink their production processes, rendering them more efficient and l ess expensive. The digital world is moving ahead at a decisive rate in the textile machinery sector, where the buzzwords are increasingly, for instance, the Internet of Things connecting to a company’s ecosystem, machine learning algorithms applied to production, predictive maintenance, and the integrated cloud management of various production departments. It is no coincidence that ACIMIT has focused decisively on its Digital Ready project, through which Italian textile machinery that adopt a common set of data are certified, with the aim of facilitating integration with the operating systems of client companies (ERP, MES, CRM, etc.).

A green soul
Combining production efficiency and respect for the environment: a challenge ACIMIT has made its own and which it promotes among its members through the Sustainable Technologies project. Launched by the association as early as 2011, the project highlights the commitment of Italian textile machinery manufacturers in the area of sustainability. At the heart of the project is the Green Label, a form of certification specifically for Italian textile machinery which highlights its energy and environmental performance. An all-Italian seal of approval developed in collaboration with RINA, an international certification body.
The assembly held on 1 July provided an opportunity to take stock of the Sustainable Technologies project, more specifically, with the presentation of the Rina Consulting survey on the Green Label’s evolution and impact in recent years.

The results have confirmed the initiative’s extreme validity. The technological advances implemented by the association’s machinery producers participating in the project have effectively translated into benefits in terms of environmental impact (reduction of CO₂ equivalent emissions for machinery), as well as economic advantages for machinery users.

With reference to the year 2021, a total of 204,598 tons of CO₂ emissions avoided on an annual basis have been quantified, thanks to the implementation of improvements on machinery. This is a truly significant reduction which, for the sake of comparison, corresponds to the carbon dioxide emissions generated by 36,864 automobiles travelling an average of 35,000 km a year. In terms of energy savings, the use of green labeled textile machinery has provided excellent performances in allowing for a reduction of up to 84% in consumption.

A round table discussion on the Green Label’s primary purpose
The environmental and economic impact generated in production processes for Italian textile machinery through the use of Green Label technologies was the focus of the round table which concluded the ACIMIT assembly.

Moderated by Aurora Magni (professor of the Industrial Systems Sustainability course at the LIUC School of Engineering), the debate involved Gianluca Brenna (Lipomo Printing House administrator and Vice President of the Italian Fashion System for Welfare), Pietro Pin (Benetton Group consultant and President of UNI for the textile-clothing area), Giorgio Ravasio (Italy Country Manager for Vivienne Westwood), as well as ACIMIT President Alessandro Zucchi.

Called on to compare common factors in their experiences relating to environmental transition processes for their respective companies, the participants were unanimous: the future of Italian textile machinery can no longer ignore advanced technology developments capable of offering sustainable solutions with a low environmental impact while also reducing production costs. This philosophy has by now been consolidated, and has proven to lead directly to a circular economy outlook.

The upcoming ITMA 2023 exhibition
Lastly, a word on ITMA 2023, the most important international exhibition for textile machinery, to be held in Italy from 8 to 14 June 2023 at Fiera-Milano Rho. Marking the 19th edition of ITMA, this trade fair is an essential event for the entire industry worldwide, providing a global showcase for numerous innovative operational solutions on display. A marketplace that offers participants extraordinary business opportunities. The participation of Italian companies is managed by ACIMIT.

To Accelerate Public-Private Cooperation in Supply Chain Transparency

Asia Pacific Rayon (APR) has joined the first neutral and public traceability platform capable of visualising blockchain-based supply chain data from multiple companies and sources. It aims to help businesses across industries respond to consumer demands for ethical and environmentally friendly products.
The neutral and safe space for collaboration is provided by the World Economic Forum and created in collaboration with Everledger, Lenzing Group, TextileGenesis™, and the International Trade Centre. APR will contribute to Phase 2 of the initiative which seeks to incorporate more data sources.

“APR has started harnessing the potential of enterprise blockchain technology to enable customers to trace finished products back to the plantation forest origins on a smartphone app. To be able now to connect our data to other similar industry initiatives is a natural next step for APR, as is extending the benefits of our upstream traceability to the rest of the textile value chain.

Enhancing Follow Our Fibre with New Mill Sustainability Dashboard

Launched in mid-2019, APR’s blockchain-based Follow Our Fibre allows customers and stakeholders to scan its viscose product with a user-friendly app to access data that traces the product’s journey from plant nursery to viscose manufacturing and on to seaports. In October 2019, APR announced a collaboration with TrusTrace to integrate Follow Our Fibre with the latter’s T-Trace module. This helps connect APR’s upstream data to downstream textile value chain actors such as yarn and fabric customers and fashion brands.

More recently, a sustainability dashboard tracking key mill environmental performance indicators has been added to Follow Our Fibre. The dashboard presents APR’s performance in its first year of operations where a baseline has been established for quarterly tracking, reporting and continuous improvement.
The performance indicators follow key industry standards being set by ZDHC for Man-Made Cellulosic Fibres (MMCF), as well as the European Union Best Available Technologies (EU BAT).

Drogeriemarkt dm verteidigt den Spitzenplatz vor Amazon
Der „Einzelhandel-Index 2018“ der internationalen Unternehmensberatung OC&C Strategy Consultants analysiert jährlich aktuelle Trends der Handelsbranche und ermittelt die beliebtesten Einzelhändler der Deutschen. Für die aktuelle Studie wurden weltweit über 50.000 Konsumenten zum Leistungsversprechen von weltweit 650 führenden Handelsunternehmen (darunter 84 aus Deutschland) befragt. Eine zentrale Erkenntnis der Untersuchung: Weiche Komponenten wie Vertrauen, Kundenservice und die Emotionalität der Marke gewinnen für das Gesamturteil weiter an Bedeutung. Härtere Faktoren wie die Preisstellung oder das Preis-Leistungs-Verhältnis verlieren hingegen an Gewicht. Beliebtester deutscher Händler bleibt dm, gefolgt von Amazon.de und Rossmann. Douglas verfehlt erstmals seit 2010 den Sprung unter die Top 10.

Weitere Erkenntnisse:

• Starke Eigenmarken befördern die Qualitätswahrnehmung im Lebensmitteleinzelhandel (LEH)
• Online-Handel: Amazon führt in der Verbrauchergunst vor Otto und eBay
• Hoher Wettbewerbsdruck im LEH: Edeka vor Rewe und Kaufland sowie Lidl vor Aldi und Penny
• Kaufhof, Karstadt und Co.: Warenhäuser kämpfen um ihren Platz in der Einzelhandelslandschaft
• Mode: Discounter drängen in den traditionellen Modemarkt – C&A der beliebteste Fashion-Retailer
• Schuhe: Deichmann an der Spitze vor Tamaris und Görtz
• Die Lieblinge der jüngsten Konsumenten aus der Generation Z: dm, Media Markt und Saturn

Die Drogeriemarktkette dm ist erneut der beliebteste Händler Deutschlands und steht an der Spitze des „Einzelhandel-Index 2018“ der internationalen Unternehmensberatung OC&C Strategy Consultants. Der „Einzelhandel-Index“ analysiert jährlich das Leistungsversprechen führender Handelsunternehmen und ermittelt die Kundenbewertung in insgesamt neun Dimensionen: Vertrauen, Produktqualität, Service, Preis, Preis-Leistungs-Wahrnehmung, Einkaufserlebnis, Verbraucherfreundlichkeit, Auswahl/Sortiment sowie ein auf den Konsumenten abgestimmtes Warenangebot. Die Verbraucherperspektive wird auf einer Skala mit einem Maximalwert von 100 erfasst.

Amazon.de und dm liefern sich seit Jahren einen engen Kampf um die Position des beliebtesten deutschen Händlers. Der diesjährige Sieger dm landet in acht Kategorien unter den Top 10 und glänzt besonders bei Vertrauen, Qualität und beim Preis-Leistungs-Verhältnis. Verfolger Amazon.de schneidet bei Verbraucherfreundlichkeit, Produktauswahl und einem auf den Konsumenten abgestimmten Warenangebot besonders gut ab – doch der Online-Händler findet sich in nur sechs Kategorien unter den Top 10. Ein Trend vergangener Jahre setzt sich fort: Die Deutschen kaufen am liebsten bei Händlern, zu denen sie eine emotionale Bindung haben. Die Marke wird immer wichtiger. Der Preis hingegen verliert bei der Kaufentscheidung an Bedeutung.

„Wir sehen einen deutlichen Zusammenhang zwischen den Verbraucherurteilen in den emotionalen Kategorien und der finanziellen Performance der Händler. Erfolgreiche Einzelhändler wachsen, weil sie eine starke und nachhaltige emotionale Bindung zu ihren Kunden aufbauen. Die Emotionalität des Leistungsversprechens ist ein Schlüssel für zukünftiges Wachstum. Insbesondere das Vertrauen der Konsumenten ist dabei bedeutsam. Deutsche Konsumenten setzen vor allem auf Marken, die schon länger am Markt sind. Händler sollten ihre Reputation daher pflegen und schützen, um das wertvolle Vertrauensfundament nicht aufs Spiel zu setzen“, erklärt Christoph Treiber, Partner bei OC&C und einer der Autoren der Studie.

Die zehn beliebtesten deutschen Händler 2018
Mit Rossmann belegt eine weitere Drogeriemarktkette Rang 3 des Rankings, auch Wettbewerber Müller landet in den Top 10 (Rang 8). Fressnapf (Rang 4) und Edeka (Rang 5) haben im Vergleich zum vergangenen Jahr die Plätze getauscht. Neben Drogeriemarktketten und Lebensmitteleinzelhändlern (Edeka, Rewe) finden sich mit Amazon.de und Globus (Rang 6) ein stationäres und ein Online-Warenhaus sowie zwei Fachhändler für Tiernahrung, Fressnapf und Zooplus.de (Rang 10), unter den zehn beliebtesten deutschen Händlern. Fressnapf profitiert von stark verbesserten Bewertungen in den Kategorien Vertrauen und Preisstellung. Zooplus.de glänzt mit Kundenservice und einem maßgeschneiderten Warenangebot. In beiden Kategorien belegt die Münchner Handelsplattform den ersten Platz und schneidet zudem in puncto Verbraucherfreundlichkeit und Qualität hervorragend ab. Auch Media Markt (Rang 7) findet sich in den Top 10. Der Elektronikhändler steht trotz aktueller Turbulenzen bei den Verbrauchern hoch im Kurs. Der diesjährige Index zeigt auch: Die Top 10 der beliebtesten Händler sind fest in deutscher Hand. Nur Amazon bildet als einziger internationaler Händler eine Ausnahme.

„Ein gutes Preis-Leistungs-Verhältnis ist den Deutschen noch immer wichtig. Doch gerade dm verankert neben den funktionalen auch die wichtigen weichen Faktoren des Leistungsversprechens ausgezeichnet bei den Konsumenten. Nachholbedarf, diese emotionalen Komponenten des Angebots herauszuarbeiten, haben neben einigen Warenhäusern, auch die Discounter sowie viele Mode- und Schuhhändler“, erklärt OC&C-Handelsexperte Christoph Treiber.

Starke Eigenmarken beflügeln die Qualitätswahrnehmung
Die Produktauswahl ist für Händler nach wie vor erfolgskritisch. Der Fokus der Retailer hat sich zuletzt allerdings von der Größe der Auswahl hin zu einem exklusiven, auf die Kunden abgestimmten Angebot verschoben. In diesem Kontext spielen Handelsmarken eine neue Rolle: Bis vor kurzem noch als minderwertige Schnäppchen abgetan, haben Private-Label-Produkte stark an Renommee gewonnen. Heute sind Eigenmarken vielfach ein Erfolgsfaktor der Qualitätswahrnehmung. Acht der zehn beliebtesten deutschen Händler punkten bei Kunden hier auch mit ihren Eigenmarken. Zu den Händlern, die sich im Ranking am stärksten verbessert haben, zählen Rewe (+34 Plätze) und Real (+29) – die mit ihren Handelsmarken überzeugen. Private-Label-Marken sind damit ein zentraler Faktor, um das Vertrauen der Konsumenten zu gewinnen und die Markenbindung zu erhöhen. Darüber hinaus befeuern exklusive und innovative Eigenmarken die Umsatzerlöse.

LEH: Mit wachsenden Anforderungen der Verbraucher steigt auch der Wettbewerbsdruck
Im vergangenen Jahr fanden sich erstmals vier LEH-Vertreter unter den Top 10. Ein Jahr später sind es nur zwei. Edeka erhält von den Verbrauchern die höchste Gesamtnote, doch Rewe hat den Konkurrenten mittlerweile in den Kategorien Preis, Qualität sowie Vertrauen überholt. Zwischen den beiden Kontrahenten lässt sich noch ein weiterer wichtiger Unterschied ausmachen: Rewe spricht besonders jüngere Konsumenten der Generation Z an, während ältere Kunden lieber bei Edeka einkaufen. Während Rewe einen deutlichen Sprung nach vorne gemacht hat, musste Kaufland – 2017 noch auf Platz 7 der beliebtesten Händler – leichte Einbußen hinnehmen und liegt nun auf Platz 11. Bei den Discountern führt Lidl weiterhin vor Aldi und Penny – keiner dieser Händler landet in diesem Jahr unter den Top 10. Penny, Kaufland, Real und Netto haben an der Qualitätswahrnehmung gearbeitet und werden den Erwartungen der deutschen Verbraucher nun besser gerecht.

Die K-Frage: Kaufhof oder Karstadt?
Nicht erst seit der Fusionsankündigung im September 2018 haben es Kunden schwer, die traditionsreichen Vollsortimenter Karstadt und Kaufhof voneinander zu unterscheiden. Zu ähnlich sind ihre Angebote. Zudem ist in Zeiten stylischer Flagshipstores das Konzept „Ein Kaufhaus für alle“ längst überholt. Die Erwartungen vor allem junger Kunden geht klar in Richtung Erlebnis-Shopping. Innerhalb der vergangenen Jahre haben beide Marken aus Konsumentensicht verloren. Kaufhof hat seinen Vorsprung vor Karstadt in einigen Kategorien vollkommen eingebüßt und die Wettbewerber weisen nun sowohl beim Gesamteindruck als auch bei der Preis-Leistungs-Wahrnehmung fast identische Werte auf. Nur beim Kundenservice liegt Karstadt vor Kaufhof. Der erste Platz in der Kategorie Warenhaus geht an Globus. Auf den weiteren Plätzen folgen Tchibo und Kaufhof.

„Karstadt schneidet in puncto Kundenservice und Verbraucherfreundlichkeit deutlich besser ab als Kaufhof. Kaufhof wiederum genießt höheres Vertrauen der Kunden und hat bei der Preis-Leistungs-Wahrnehmung die Nase vorn. Im Zuge der Fusion der Traditionshäuser sollte das Augenmerk darauf liegen, die Stärken beider Häuser miteinander zu verschmelzen“, so Christoph Treiber.

Modehandel: Preiswert und modisch liegt im Trend
In der Kategorie Mode zeichnet sich ebenfalls eine Veränderung ab: Discounter-Modelabel stehen bei deutschen Konsumenten hoch im Kurs. Ähnlich wie im LEH-Bereich, sind Händler wie NKD, Kik und Takko den traditionell anspruchsvolleren Wettbewerbern aus Verbrauchersicht in Sachen modischer Aktualität dicht auf den Fersen. Im Discount-Segment führt C&A vor Ernstings Family und Takko. Im Bereich klassischer Textilhändler erobert s.Oliver die Spitzenposition vor Zara und H&M. In der Kategorie „modische Aktualität“ liegt Zara bei den Modehändlern vor s.Oliver und New Yorker. Bei den Schuhhändlern lässt Deichmann in diesem Jahr Tamaris und Görtz hinter sich. Primark bietet aus Sicht deutscher Konsumenten über alle Handelskategorien hinweg die günstigsten Preise und hängt hier sogar Aldi ab.

Die komplette Studie finden Sie in der beigefügten PDF.