Textination Newsline

• Production and Exports on a recreation Course
• Investments in Capacity and Modernization

Taipei (GTAI) - Taiwanese textile and clothing manufacturers see improved sales prospects in 2017 and 2018, following a weak development in the previous year. With its range of functional textiles in particular, the country occupies a position of great importance throughout the world. In order to maintain competitiveness, the sector companies invest in new equipment and product innovations. One of the most important machine suppliers is, among others, Germany in third place behind China and Japan.

Taiwan's textile industry is looking more optimistically on business performance in the current year as well as for 2018. This is attributable to the high level of consumer spending in the most important sales markets, price increases and major international sports events such as the FIFA World Cup and the Winter Olympics in South Korea. The island is the world's leading supplier of functional textiles used in sports and outdoor clothing.

According to the Taiwan Textile Research Institute, this textile sector accounts for about 50 percent of the world's production value of functional textiles. In order to maintain this position, the manufacturers are investing in capacity expansion, new technologies and the development of innovative textiles, while focusing on the diversification at production sites.

Production is recovering

Despite shrinking production development, the number of companies in the textile and clothing industry has risen over the last few years and, according to the Taiwan Textile Federation, at the end of 2016 to 4,361 companies. Of these, 3,205 (2015: 3,163) belonged to the textile segment and 1,156 (2015: 1,144) to the garment sector. The number of employees however is declining, as companies invest in automation.

According to the Ministry of Economic Affairs the production value of the sector fell by 5.9 per cent in 2016 over 2015. The development in the first half of 2017 however indicated that the weakness phase is declining. In particular textile production, which represents the most important area, showed signs of recovery. Here a more efficient utilization in the second half of the year was expected, as inventories are declining and orders are rising.

On the other hand the production of clothing and accessories and the production of synthetic fibers and yarns have shown a further shrinking trend in the recent years. Most of the industrial companies have moved their production towards abroad. At the end of the first half of 2017 the clothing segment accounted for only 4.9 percent of the total apparel segment.

Rising foreign trade expected

Export development also offers a better outlook. According to figures for the first six months of 2017 the export value of the textile and clothing sector shrank by only 0.3 per cent. For the full year 2016 the Taiwan Textile Federation statistics show a decline of 8.3% to USD 9.9 billion. The exports of textiles reached a value of USD 6.7 billion.

Exports of textiles and clothing are three times higher than imports. While exports are dominated by textile products with a share of 68%, imports of clothing accounts for 55%. Imports of textiles in 2016 were worth only about USD 427 Million.

According to the reports of at the stock market listed companies, it looks good on the orders received from existing as well as from new customers. As a result, the capacities are expanded, as at the Far Eastern New Century. The company is looking above all at Vietnam, where USD 760 million will be invested in the expansion of a supply chain for textiles and clothing over the next three years.

Other manufacturers such as Eclat and Makalot are also expanding their activities in Vietnam. It also will be invested in Taiwan, where, for example, Eclat Textile wants to spend between USD 26 million and USD 33 million to build new facilities for digital textile products. Makalot Industrial has announced plans to create smart production lines in Vietnam and Taiwan to increase efficiency.

With Shinkong Synthetic Fibers, another large textile producer on the island, wants to expand production. The company plans to increase the production of artificial fibers during 2018 from 50,000 tons to 110,000 tons. This is to serve orders from European and Japanese customers from the automotive sector.

Finishing equipment imports show little dynamics

The investment activities and plans of the textile and clothing manufacturers are expected to lead to increasing finishing equipment imports and exports. However, imports of textile machinery show an overall decline in the first six months of 2017. Only China and Japan, the most important suppliers, were able to boast high growth rates. Germany, the third largest supplier, was much less successful.

In the first six months of 2017, textile machine exports rose by 7.5 percent to USD 543 million. It is mainly supplied to the overseas production plants in China and Vietnam, to where in this period about USD 111 million was exported. At the third place follow the USA with USD 40 million.

• In 2017 stagnation expected
• British buy by mouse click

• Textile companies comparatively broadly placed 
• Garment sector scores too little internationally 

New Delhi (GTAI) - India is one of the world's largest manufacturers of textiles. Cotton fabrics and home textiles are among the export hits. The clothing industry plays a comparatively small role and threatens to fall behind in competition. Both areas are required to produce higher qualities and more sustainable. The Ministry of Textiles supports the fragmented industry. Foreign suppliers and buyers can explore the market at trade fairs.

The Indian textile and clothing industry is of an overall economic importance. It accounts for 14% of the total industrial production and employs directly 51 million people. Additional further 68 million people in households and micro enterprises are working for the industrial companies. Because the national economy as a whole needs to create about 12 million additional jobs per year, the government has chosen the textile industry as an employment motor. India, in contrast to the textile giant PRC, has high advantages with its labor cost.

 
The availability of natural materials such as cotton, jute and silk is a further advantage of the textile industry, which can look back on a long tradition of processing. India is now the world's largest producer of cotton. In the cultivation year 2016/17 year (4.1 - 31.3) estimated 5.9 million tons are expected to be harvested.

The cotton will be processed into yarns and fabrics. For the production of yarns, 61 million spindles (measured in spindle equivalents) are available. In 2015/16, they spun about 5.7 million t of yarn, of which 4.1 million t are made out of cotton fibers. The production of cotton cloths was about 38 billion sqm., mainly produced in decentralized weaving mills with simple mechanical looms. The global trend in clothing, however, goes to artificial fibers. In order to protect their domestic production the Ministry of Finance levies tariffs.

Textile industry with its own ministry and many promotional programs 
The Ministry of Textiles subsidizes the sector through several programs, which support the technical modernization, the construction of industrial parks, qualification, training and marketing. Garment factories may even be reimbursed for duties and fees paid. For this purpose the budget of the Ministry of Textiles was once again significantly increased in the financial year 2017/18.

The textile and clothing industry does not only want to score on the domestic market, it also wants to play a bigger international role. In a five-year plan, the Ministry of Textiles had targeted an expansion of exports to USD 64 billion by 2016/17. This target has not yet been achieved, in 215/16 the exports of textiles and clothing amounted to USD 37.6 billion. The exports of textiles even shrank against the year before. 

Sources: Ministry of Textiles, Ministry of Statistics and Programme Implementation

The local garment industry has good chances of development on a large and growing domestic market. According to industry estimates the retail sector sold clothing worth approximately USD 45 billion in 2016. Experts say the world's fifth-largest market is expected to grow well above 10% in the medium term. The backlog of the 1.3 billion inhabitants is not yet covered. The trade imports international branded goods mainly from China and Bangladesh. Standard articles and custom-made products are sewn by the local industry.

Garment sector with opportunities and problems 
Cheap wages are a location advantage. They vary however very different within the subcontinent. The statutory minimum wage regulations differ between the 29 federal states. In addition the person's age, the company membership and abilities are used to calculate the minimum wage.

Due to the increasing production costs in China, labor-intensive manufacturing is moving to more favorable locations. Not only labor costs play a major role here. The complex labor law strongly restricts the efficiency of labor markets in India. Investors consider the labor law, logistics and the structure of supply chains as to be difficult. The World Bank found in its study "Stitches to Riches" in 2016 (see https://www.openknowledge.worldbank.org/handle/10986) that Bangladesh, Indonesia, Cambodia and Vietnam, surpass the competitor India in the points quality, delivery times, reliability and sustainable social responsibility.

India is also missing free trade agreements (FTAs) which facilitate access to international markets and regulate them reliably. The European Union and India have been negotiating as an example a comprehensive FTA for over 10 years with longer interruptions.

Fragmented sector structure with international Champions 
Information on the number of companies, their size classes and investment volumes are not available. Smaller textile companies and retailers are partially not registered and do not pay taxes. Medium-sized companies are very flexible, but they need to   mechanize, automate and upgrade technically in order to survive.
Larger companies look back on their long-standing tradition and have developed into internationally networked corporations. According to the Indian financial service Moneycontrol, the three largest corporations in the clothing industry are: KPR Mills (last net sales circa USD 300 million), Page Industries (USD 270 million) and Gokaldas Exports (USD 170 million); In the textile sector in general: Bombay Rayon (some USD 640 million), Sutlej Textiles (USD 350 million), SEL Manufacturing (USD  300 million), Mandhana Industries (USD 250 million); in the knitting sector: Nahar Industrial Enterprises (USD 270 million), Rupa (USD 160 million); Cotton spinning: Vardhman Textiles (USD 860 million), Trident (USD 560 million), Indo Count (USD 310 million); Spinning of synthetic fibers: RSWM (USD 450 million), Indorama (USD 390 million), Sangam (USD 230 million); Weaving and other processes: Alok Industries (USD 1.8 billion), Welspun (USD x750 million), Garden Silk (USD 370 million); Other areas: Arvind (USD 830 million), Nahar Spinning (USD 310 million), JBF Industries (USD 550 million), Bombay Dyeing (USD 280 million).

Foreign textile companies invest and explore
The government is promoting the "Make in India" campaign in the textile sector for foreign direct investments. Company foundations are for 100% in foreign hands (see http://www.makeinindia.com/sector/textiles-and-garments). The sector attracted USD 2.4 billion from 2000 to 2016 in FDI.

Foreign companies can explore the markets at various trade fairs. The textile ministry wants to expand the “Textiles India”, which took place in Gandhinagar (Gujarat) in June 2017, to a mega-event (https://www.textilesindia2017.com). The international garment industry also met at the same time at the „India International Garment Fair" (http://www.indiaapparelfair.com).

The "National Garment Fair" will take place from July 10th to 12th in Mumbai (http://cmai.fingoh.com/event/65th-national-garment-fair-1/Registration). And Messe Frankfurt is organizing "Techtextil India" from September 13th to 15th in Mumbai. Here German exhibitors can participate in a community stand (http://www.auma.de/de/messedatenbank/seiten/moesetailseite.aspx?tf=135499).

• Production stabilizes at lower level
• Import of textile machines increased

Jerusalem (GTAI) - The Israeli textile and clothing industry has largely stabilized after years of decline. This applies both to the added value of the sector and to exports. Thanks to new capacities, the textile sector was able in 2106 to record a significant increase in production. In the import of textile machinery Germany plays the leading role. On the other hand, the German import market share of imports of textile and clothing products is low..

For a long time, Israel's textile and clothing industry was a serious problem sector of the manufacturing industry. But now it seems to catch up itself again. This is confirmed by the production statistics. In a crisis phase between 2007 and 2013, the added value by the textile and clothing industry had declined by a total of 25.7%. While the shrinking of the clothing sector was 21.4%, the textile industry fell by 31.2%. The reasons for this development were the increasing competition from low-cost imports on the domestic market and declining exports. Since 2013, however, the figures have stabilized and are pointing upwards.

*) HS-section XI (spun textile fabrics and articles thereof)
Source: Monthly paper on foreign trade statistics, various editions, Central Statistical Office

Product range cleared up

The stabilization was achieved through a comprehensive clearing up process in the textile and clothing industry, in the course of which products and production processes, in which Israel was no longer internationally competitive, were discontinued or outsourced to cheaper locations. Thru rationalization processes the productivity was increased.  The added value of the textile and clothing industry in 2016 per employee reached 4.8% above the level of 2011. The cumulative increase in productivity in the textile sector was 3.5 and in the clothing sector 5.6%.
The adjustment of the product range led to a drop in exports and simultaneously to an increase in imports. The Israeli manufacturers are increasingly looking to raise their turnover in high-quality and less labor-intensive products, which also have opportunities on the world market.

According to the most recent available data, the export rate of the textile and clothing industry in 2014 was 50.1%. There was an extreme division in the clothing sector: while the manufacturers of clothing products other than underwear only accounted for 3.9% of their sales in the international business, almost the entire production of underwear was exported.
The main export position of the Israeli textile industry is covered by HS heading 56 (cotton, felt and nonwovens, special yarns, twine, cordage, ropes and cables). In 2016 these products accounted for 28.7% of the textile and clothing exports, followed by synthetic or artificial filaments with 14.3%, knitted products with 13.0% of the exports.

*) Conversion of official internal price data according to the yearly average exchange rate
Source: Central Office of Statistics

Following the successful stabilization, the Israeli industry is also daring to create new production capacities. In 2015 and 2016 two new factories were set up for the production of nonwovens and have started to operate. On the one hand, this became reflected in increased machinery investments by the textile sector, and secondly in the strong increase in the production of the textile industry in 2016 by 15.8%.

Germany leading supplier of textile machines

Parallel to the increase in production the import of textile machinery is increasing since 2014. In 2016, it reached USD 62.2 million, more than twice the low level of 2013. German textile machinery manufacturers were able to participate in this growth in a leading position..

Source: UN Comtade Database

In 2016 the German import market share of textile machinery reached a hight of 60.2%, so the Federal Republic was by far the most important delivery country, followed by Italy and France.

Source: UN Comtrade Database

The leading supplier in the import market for garments and textile products is P.R.China. In 2016 39.3% of the imports of the HS section XI (textile materials and articles thereof) accounted for China. Germany played with 1.6% (USD 39.1 mio) only a subordinate role. The main German delivery positions were clothing and clothing accessories (HS chapters 61 and 62) with 43.7%, followed by synthetic or artificial spun fibers (14.3%).

Contact addresses
Manufacturers Association of Israel Textile and Fashion Industries Association Ansprechpartnerin: Ms. Maya Herscovitz, Director of Association
Hamered St. 29, Tel Aviv 68125 Tel.: 00972 3/519 88 55, Fax- 519 87 05 E-Mail: maya@industry.org.il,, Internet:  http://www.industry.org.il.

• Japan replaces Germany as the most important supplier of textile machines
• Digitization is the trend of the future

Beijing (GTAI) - China, the largest apparel export apparel nation, is losing international market share due to rising personnel costs. The companies react with increased automation and production dis-placements. While imports of textile machines from Japan are gro-wing, deliveries from Germany are falling above average. The next wave of modernization will involve more digitization.

Internationally, the PRC is by far the largest exportation nation of clothing. According to UN Comtrade after decades of ascent the peak seems to have crossed in 2014 with a record share of global clothing exports of 39.3%. Since then things are developing slowly but continuously downwards. In 2016, the Chinese share was estimated to be 37.1% (compared to 3.8% in Germany).  China loses market shares particular in favor of ASEAN countries such as Vietnam, Bangladesh or India. 

1) from 2014 estimation of world export; 2) based on information provided by partner countries; Source: UN Comtrade

Domestic textile machine manufacturers catching up

In fact, the Chinese textile industry is under considerable pressure because of the increase in personnel expenses. According to a Euromonitor study, the hourly wages of Chinese workers tripled between 2005 and 2016 from USD 1.20 to USD 3.60. Thus the People's Republic not only left classic emerging countries like Thailand ( USD 2.20 ) or Mexico (USD 2.20) behind  - not to mention USD 0.70 in India - but is already approaching individual European countries like Portugal (USD 4,50).

More information (in German) on wages and salary costs in China can be found at:
http://www.gtai.de/GTAI/Navigation/DE/Trade/Maerkte/Geschaeftspraxis/lohn-und-lohnnebenkosten,t=lohn-und-lohnnebenkosten--vr-china,did=1718070.html

Many companies face the challenge by greater automation. The Chinese textile companies can increasingly rely on textile machinery made in the country itself. While in 2016, according to official statistics, investments in the sector rose by 8.5% year on year to Yuan 1,142.4 billion (RMB, around USD 172 billion, 1 USD =6.642 RMB, annual average price in 2016), imports of textile machinery fell by 12.5% to USD 2.8 billion. However, there are no statistics on the extent to which sales are distributed by purely local companies or to those with a foreign background.

The fact is that, for example, German textile machine manufacturers have invested heavily locally in recent years in order for being able to meet the needs of their local customers. Against this backdrop, Germany was still able to defend its top spot with an import share of 29.5% against Japan in 2016, but had to cope with a strong minus of 30.6%, while the Japanese increased by 5.8%. Italy, ranked third and the most important Europe an competitor recorded a drop of 16.1%.

Source: China Customs, GTAI calculation

In the current year 2017, however, the Japanese seem to take the rank of the competitor Germany with an increase of 51% in the first four months. The overall textile machinery import grew by a strong 19.7% after the weak previous year before. Import from Germany however did not benefit from this and fell by 8.9%. As a result the German share of machinery supply decreased from 29.5% (2016 as a whole) to 25.0% in the first four months of 2017, while Japanese companies increased their share from 26.9% to 31.9%.

Source: China Customs, GTAI calculations

Production shift continues

Many Chinese textile companies are also thinking about a dislocation production - either to cheaper foreign countries or to the more favorable Chinese hinterland. In 2016, the Autonomous Region of Xinjiang became the main destination for new settlements in the western part of the People's Republic. On average, two new textile factories were opened every day in Xinjiang.

The regional textile industry office in Xinjiang is expecting an even greater run for 2017, thanks to massive political and financial support. Many jobs however are not created there. On-site visitors report about state-of-the-art facilities operated by only a few specialists. The political message is clear: Chinese textile production should remain in the country, be of a higher quality and, if necessary, be reoriented in the direction of technical textiles.However, at least private fashion manufacturers are skeptical about whether the politically favored "Go-West" actually pays for them. Because there too, wages are likely to rise sooner or later, according to the justified Apprehension.

The fact that Vietnam, Bangladesh, South Korea and Cambodia have entered the league of important PRC purchasing countries within a few years is a result not least of the fact that Chinese (and other) manufacturers already have dislocated production capacities. They return their products from there for sale to China.Nevertheless, the very large displacement wave so far has not yet happened. In fact, certain limits are imposed on the shift, since the target countries often encounter their capacity limits. Added to this is the extraordinary advantageous network of the various production stages in China: from cotton harvesting to textile processing and final finishing.

Future theme digitization As part of the country-wide "Made in China 2025" strategy, the textile industry is trying to exploit the many and new opened possibilities of digitization. In view of the increasing individualization of consumption, more machines will probably be required in the future, which are, for example, able to knit sweaters according to the size, color and pattern of the individual customer. In principle, intelligent networking of production, real shops and e-commerce are seen as the challenge of the future.

• Foreign companies should adapt their fashion to Chinese needs
• Increasing health awareness strengthens sportwear market

Beijing (GTAI) - The Chinese clothing market is one of the largest in the world and is developing rapidly. From the lower mass volume over the in quality and optic pretty products in a midprice segment to luxury and haute-couture the range of products in the sectors is constantly expanding. In addition to the tendency towards recognized brands an increasing individualization of consumption can be observed. What is needed, what fits well is liked and moreover is somehow "special".

According to the Chinese Statistical Office (NBS), the retail sales of clothing increased in 2016 to more than USD 150 billion (these figures include companies with annual sales of over USD 3 million in their main business). This makes the Chinese clothing market to one of the largest in the world.

The Chinese consumer desires are increasingly demanding, differentiated and personalized. The new possibilities of the Internet, including the booming e-commerce, are changing the purchasing behavior drastically. The level of information has risen significantly, especially as a result of visits abroad. Customers are increasingly aware of prices that have to be paid outside of China. Too high price increases are therefore perceived as discrimination and damage the image of brands.

"The success is not decided by online or offline trading or whether it is a local or international company, but whether the supply meets the demand," Liu Xiaolu, founder of the popular underwear brand Neiwai says.  Essential are the right materials and a quick response to the changing needs of the customers. Finding the right piece online can actually be difficult. A number of hitherto exclusively online offering vendors such as Miss Rhino have recently opened additional conventional stores in order to provide a better advice to customers.   

Fashion must meet Chinese expectations

This makes the sector division representative for the entire Chinese fashion market: the products must be liked and should fit. From the customers' point of view, it is important to find the balance between foreign flair and local characteristics. Not without a reason the 345 yuan (RMB, around 52 $, 1 USD = 6.6442 RMB, as annual average price 2016) for expensive model O2bra "Naja Nina", is one of the bestsellers of the Neiwai brand in Shanghai. It unites Chinese and Western elements: from the outside plain black, decorated inside with erotic motifs from classical Chinese painting.  In general, the underwear sector within the fashion market is considered to be the least saturated and segmented. The Chinese retail trade sold women's underwear at about USD 20.1 billion in 2016. It is estimated to reach USD 25 billion in 2017. For 2020 Euromonitor International predicts sales of USD 33 billion.    

The top ten producers share 13% of the market only. The bulk of this is due to thousands of hardly known companies selling their products at low prices. The prices for a bra range from RMB 50 piece from the Chinese mass producer Cosmo Lady to one hundred times higher Italian brand La Perla. In order to benefit from the more demanding wishes of the Chinese women's world, for example Victoria's Secret from the USA opened its first subsidiary in the People's Republic in Shanghai in March 2017 - a four-storied flagship store.

According to the industry in the long term it hardly will be possible to bring for Western women designed goods to China.  Although in the medium to long term the Chinese ladies statistically seem to become larger and more corpulent, but the purely physical differences will still remain considerable. According to the China Physical Fitness Surveillance Center, women aged 20 to 24 in 2000 were 158.6 cm tall in average, their breast circumference was 82 cm, ten years later they were measured 159 cm respectively still 82 cm. Women of the age of 25 to 29 years measured in 2000 about 158.7 cm / 82.5 cm and in 2010 at 158.2 cm / 83.4 cm. At this background, the companies need not only to develop appropriate fit-sizes. They also have to accept that Chinese women have a more functional or conventional attitude than, for example, women from the USA. This is not least true for swimwear also.

The market for sportswear is growing strongly

According to taobao.com, the largest online platform in the country, more than 21 million bikinis and bathing suits are being sold annually. It is true that every third piece is a bikini, but according to Taobo Chinese women generally prefer to dress more covered than the Western ones. Preference is given to models made with a lot of fabric, looking often much like skirts. Leading are the local companies Hosa, Heatwave and Zoke with prices between RMB 400 and 500. However, many younger Chinese prefer more likely to shop on foreign websites.

Given the strong growth in beach and spa tourism, the demand for swimwear in China will grow at an above-average rate. In general, the sporting goods sector is predicted to get an above-average growth together with increasing health awareness. According to Euromonitor International, sales of sportswear in China are expected to grow to around RMB 281 billion by 2020, of which about RMB 20 to 30 billion will be spent on sports underwear. In total, an estimated value of RMB 170 to 180 billion of sportswear will be sold in the PR China in 2016. The sector is happy and looking forward to a growth of around 10% per annum.

• Impetus for retailers: Practice-oriented talk in cooperation with TEXTILWIRTSCHAFT and shop-in-shop concept “JETZT!”
• Optimised hallstructure: better overview with new segmentation

The trade fair duo Greenshowroom and Ethical Fashion Show Berlin will start the coming summer season with a new location, fresh impetus and a special focus on retail. The new Funkhaus Berlin abode in particular has met with great enthusiasm and promises to give the three-day fashion event during the Berlin Fashion Week (4-6 July 2017) an extra boost. 'Numerous key players and established labels have already announced their intention to take part in the trade fair and we and they are looking forward to the excellent presentation possibilities that the Funkhaus offers', says Olaf Schmidt, Vice President Textiles & Textile Technologies at Messe Frankfurt.

With the so-called Shedhalle, the new location has a level exhibition hall flooded with light, meaning that the trade fair duo can be hosted in spacious and clearly laid out surroundings. As part of this change of location, Messe Frankfurt is optimising the structure of the exhibition space and introducing new segmentation. This will provide better orientation for visitors to the trade fair. The multifaceted Ethical Fashion Show Berlin in particular will gain from this new structural segmentation.  The fashion shows will also take place in the Shedhalle. The Funkhaus offers a stimulating backdrop for the catwalk shows, during which the exhibiting labels will present their highlights.

Greenshowroom: contemporary and high fashion

Greenshowroom will present an exclusive selection from the contemporary and high fashion segment. High-class labels will showcase avant-garde design in the front section of the Shedhalle.  Greenshowroom highlights include Ackermann Taschenmanufaktur, Biaggi, Jan ’n June, Jungle Folk, Nat-2, Ombre Claire, Suite 13, Werner 1911 and Xess+Baba.

Ethical Fashion Show Berlin: New segments for a better overview

At the Ethical Fashion Show Berlin, identifying segments in the following way will make orientation easier in future: denim and streetwear labels that present progressive and authentic styles can be found in the “Urbanvibe” category (Grand Step Shoes, Feuervogl, Jaya, LangerChen, Miss Green, Recolution, Skunkfunk, Ultrashoes, Zerum). “Moderncasual” stands for clear, long-lasting collections that range from casual to business (Alma & Lovis, Frieda Sand, Harold’s, John W. Shoes, La-na, Lanius, Naturaline, Ten Points). “Craft” presents products made with traditional craftsmanship interpreted in a new way (Toino Abel). “Individual” comprises pioneers of eco fashion and showcases styles with individual class (El Naturalista, Insecta Shoes, Minu). And the “Kids” area delivers fash-ionable highlights for children and teens (Disana, Serendipity Organics).

Focal point retail: Retail area “JETZT!”, presentations and practice-oriented talk in co-operation with TextilWirtschaft

The trade fair duo is focusing more on the visitor group of retailers than ever before, providing them with a range of attractive information and inspirational offers. The central point of focus is the retail area “JETZT!”. With it, the trade fair duo presents a concept space that gives retailers a vision of how they can integrate sustainable fashion and lifestyle brands in their product ranges – showcased in a fashionable, experience-oriented and contemporary manner. The area presents a shop-in-shop concept that can be individually decorated by retailers within a variable space. Greenshowroom and the Ethical Fashion Show Berlin function as a source of ideas with the aim of making access to the topic of sus-tainable product worlds easier for retailers and motivating them to establish contemporary presentations in their own shops. Guided tours are also offered to interested visitors to get them more involved in the sales concept.

The programme of talks also provides information and incentives relating to retail. In addition to a range of talks from retail experts, visitors can look forward to a special event highlight on the third day of the trade fair at 11 a.m. in the Shedhalle of the Funkhaus: with the practice-oriented talk “How you can earn money with green fashion”, TextilWirtschaft, as a media partner of the trade fair duo, has developed a new discussion format. It is derived from the TW Fair Fashion and will take place on the exhibition grounds of Greenshowroom and the Ethical Fashion Show Berlin for the first time in cooperation with BTE Handelsverband Textil. On the podium, experts from the eco fashion industry will discuss how you can be successful in retail with fair fashion. 

Innovative solutions are still waiting to be discovered 

The latest edition of the study: Curtains, Screens and Sun Protection has been published. In February 2017, the market researchers and analysts from Marketmedia24 and NoceanZ wanted to know it exactly: How do consumers think in terms of curtains, screens and sun protection? A fashionable and emotional factor is accounted by almost 46 percent of people buying such products. Desire for a new decoration or the discovery of a great new idea is initiating shopping. For many consumers this happens even every five years.

The power of emotions plays a decisive role - the trend professionals know and recognize in the new "hygge-like" lifestyle (derived from the Danish happiness philosophy Hygge) the return of the consumers back to familiar, even magical worlds – say back home. Where, by the way, one does not go back to the times of cocooning, but rather enjoy live with family and friends in security and individuality.

However, consumers showed the marketing strategies of the sector the red card: The technological added value of modern articles is hardly significant, brands have a just marginal importance, therefore purchasing happens primarily priced-oriented. Eva Barth-Gillhaus, a member of the authors’ study team, is certain: "Our consumer survey reveals clearly that in the sales orientation of the manufacturers the communication with consumers missed out. This is regrettable because many brands have a lot to offer.

For the brave, however, a wide field opens up for brand strategies to add emotional appeal, pointing out added value and innovation. The value of habitation and the potential of modern products provide an ideal basis. B2C communication undoubtedly is a tour de force, where creative viral strategies and the use of social media may help to save some advertising EUR." The expert predicts that sector campaigns, especially breadthwise, could bear fruit more quickly, but at the same time she has to limit the feasibility: "Perhaps an illusion, but the alternative is interchangeability, dependence on the market partner and the primacy of the price."

Eight sales channels are mainly responsible for the sales on the German market for curtains, screens and sun protection. Handicraft and converters represent the strongest market power, followed by the retail trade. The furniture stores are the number one for the majority of the res-pondents when it comes to purchasing of curtains, screens and sun protection products. However, this result is not a true reason for joy for those persons involved. Men prefer to buy (about 21%) in hardware stores while women (just under 25%) prefer furniture stores, but only if they do not prefer to sew the curtains and decoration shawls themselves, what is favored by at least 5%. As number two online providers came out of the total survey.

Anyone who is familiar with the life span of furnishing articles will be surprised about the renewal rhythm at the window. While, for example, living room luminaires with an average hanging time of 15 to 25 years prove to be extremely long-lasting, curtains, screens and sun protection products seem to be fast exchanging. After all, almost 39% say they replace the products every five years. A similar group of the same size changes even more frequently.

At first sight, functional and fashionable buying impulses are balanced. It does not seem to be surprising that 58% of the interviewees call protection from the sun and about 40% the desire for dim-out as purchase reasons. On the other hand, the high number of those who can be infected by "great" discoveries is astonishing.

When asked, "Which brand names do you know spontaneously?", the respondents named more than 180 brands. Among them Ado and Goldkante or Otto and My Home as two separate brands. But also stationary and virtual shopping sources were used as brand names for curtains, screens and sun protection such as Amazon, Bon Prix, Textilshop.de, Ikea, DM, Obi, Poco, Tchibo and interior decorators.

The fact that in a representative survey consumers also named Nivea and Nivea Sun as brand names for curtains, screens and sun protection products, and that the furniture retailer Ikea, after Velux and Ado reached the third highest degree of recognition, shows a dilemma that not only gives the manufacturers / suppliers of the sector a reason to think about.
With such a low degree of brand awareness it is not surprising, that brand products can seldom be found on the shopping lists of consumers. For a real desire this low brand awareness is not sufficient enough. Therefore almost 50% decide on the price. Whether it is a known brand name or a brand product is not important.

But in principle the signs bode well , for textile living as well as for the offers of curtains, screens and sun protection. Several megatrends and market factors link together to form a powerful market engine. The construction boom and the general demand for residential space are important drivers. In the first eleven months of 2016 already 340,000 new apartments or renovations were approved, 63,600 or 23% more than in the same period of the previous year.

Who as a manufacturer or supplier in the market for screens and sun protection as well as curtains has to decide about larger investments or product innovations - needs to get as much information as possible about the medium and longer-term market development. What has to be expected for the next eight to ten years, until about 2025? Is the growth of the past few years continuing? Is more growth still possible? Or will it weaken, for example because the market is simply saturated? The new sector report 2017 about curtains, screens and sun protection products provides a solid basis for answering such questions.

Living in Space: special event at Techtextil showcases textile processing technologies for the space industry: Some four months before the start of Texprocess (9 to 12 May 2017), the leading international trade fair for processing textile and flexible materials reports the highest number of registrations in its history and thus continues its pattern of growth. Even now, more floor space has been booked than the previous edition had in total. “It is well worth our while continually developing Texprocess further, with regard to the technologies and processes on display, the hall layout and the complementary programme. With this fourth edition, Texprocess is now firmly established in the marketplace and is attracting other market leaders in the sector to Frankfurt,” says Olaf Schmidt, Vice President Textiles & Textile Technologies, Messe Frankfurt.

Texprocess reports growing numbers of companies signing up, particularly in the CAD/CAM and Cutting, Making, Trimming (CMT) product groups. Technologies and material for Sewing, Joining and Fastening are growing steadily, too.

Among the companies that have already signed up are: Amann, Astas, assyst/Human Solutions, Barudan, Brother, bullmer, Caron Technology, Dürkopp Adler, Epson, Filiz Makina, Gemini CAD Systems, Gerber Technology, Gütermann, Juki, Kuris Spezialmaschinen, MACPI, Malkan, Mitsubishi, Morgan Tecnica, Pfaff, Serkon Tekstil Makina, SMRE, Strima, Tajima, Teseo, Tetas, Veit, Zünd.
The range of products at Texprocess once again covers all stages in the value-creation chain for textile goods, from design, IT, cutting out, sewing, seaming, embroidery and knitting to finishing, textile printing and logistics.

Change in placement for CAD/CAM and Cutting, Making, Trimming
To make the profiles of Techtextil and Texprocess even sharper, the bonding and separating technology, CMT (Cutting, Making, Trimming), CAD/CAM and printing product segments will be concentrated together at Texprocess in hall 4.0. Thus, visitors will find Techtextil exhibitors from these segments at Texprocess. These product groups will be deleted from the Techtextil nomenclature.
Apart from this change, the overall concept behind the halls at the previous event will be retained: trade visitors will find Design, IT, CAD/CAM, CMT and Printing as well as the special IT@Texprocess section in hall 4.0. Exhibitors of machines and accessories for sewing and seaming will be presenting their products in hall 5.0 and 5.1; and hall 6.0 will showcase embroidery technology, together with finishing techniques and logistics for textiles.

The technologies of textile processing for space travel
Both exhibitors and visitors at Texprocess will, this year, have the benefit of a rather special experience at the show: under the heading 'Living in Space', Techtextil will be showcasing the wide variety of applications for technical textiles in space travel, together with the processing involved. This is a cooperative venture between Techtextil, The European Space Agency (ESA) and the German Aerospace Centre (DLR). Close to the location for, amongst others, exhibitors of functional apparel textiles in Hall 6.1, and based on the areas of application for technical textiles, a special, interactive area is to be built to display, with the help of four thematic sections, the high-tech textiles and textile processing technologies that have emerged from and for space travel. The highlight of this area is a virtual-reality experience in which visitors to Techtextil and Texprocess get to go on a virtual journey through the universe, where they will learn about the application of technical textiles in space travel and the processing required to make them.

Complementary programme with focus on Digital Printing and international Innovative Apparel Show
Digital Printing will be one the thematic focusses of the Texprocess complimentary programme. The sector's information service, the World Textile Information Network (WtiN) will, for the first time, be organising the European Digital Textile Conference at Texprocess. The conference will centre round technologies for digital printing on textiles and will be held on Wednesday 10 May in the Saal Europa in hall 4.0.
And digital printing on textiles will also be taken up as a topic in a dedicated series of lectures forming part of the Texprocess Forum. The forum offers, in hall 6.0, expert lectures on current issues in the sector, on all days of the trade fair. For the first time, the programme will have been designed jointly by three partners: the Dialog Textil-Bekleidung (DTB), die International Apparel Federation (IAF) and the World Textile Information Network (WTiN).

Following on from the success of its first edition, the Innovative Apparel Show is to be continued and set on an international footing. For the first time, there will be, as well as a German university, three European universities / colleges from outside Germany, showcasing, on the catwalk, their fashion designs from functional textiles and the processing stages that go into making them. The show will take place on all days of the trade fair. The participating universities / colleges are: Accademia Italiana, Florence / Italy; ESAD College of Art and Design, Matosinhos / Portugal; Esmod Paris/France, and the University of Trier / Germany. The young designers will be displaying designs relating to the three key themes of 'Textile Effects', 'Creative Engineering' and 'Smart Fashion'. Visitors will be able to vote for the public's award throughout the duration of the trade fair and the award will be presented at the last fashion show.

With the Texprocess Innovation Award, Messe Frankfurt seeks, for the fourth time, to honour the best new technological developments in the field. Submissions for the award may be made up until 20 February. The competition is open both to exhibitors at Texprocess 2017 and to other companies, institutes, universities, colleges and private individuals, who are not otherwise exhibiting at the fair. The awards in the various categories will be presented during the joint opening ceremony for Texprocess und Techtextil, on 9 May 2017. At the same time, there will be a special display area in Hall 4.0, showcasing all the prize-winning products at Texprocess.

Visitors will, once again, find many new IT solutions for the apparel industry in the IT@Texprocess section in Hall 4.0, where exhibitors will be presenting product life-cycle management systems (PLM), 'Cloud' applications and 3D CAD systems, which make it possible to create tailor-made clothes in real time and without the need for a Fitting.

Sewing and apparel-making technology record significant rise in Sales According to information provided by the Textile Care, Fabric and Leather Technologies section of the VDMA (Association of German machinery and plant manufacturers), conceptual partner of Texprocess, the German sewing and apparel-technology industry achieved an increase in turnover of 15.9 percent compared to the previous year in the period from January to October. “With export sales of € 523 million, Germany is in third place amongst exporting nations worldwide, behind China and Japan,” observes Elgar Straub, General Manager of the VDMA Textile Care, Fabric and Leather Technologies Association. “Our member companies are outstandingly well placed amongst the international competition. Above all, that is because they are continually developing and innovating. The individualisation of apparel, the digitalisation of the value creation chain and new technologies, such as digital printing and sustainable processing technologies, are currently at the heart of our members' planning for innovation.”

Texprocess will again be taking place in parallel to Techtextil, leading international trade fair for technical textiles and nonwovens (also from 9 to 12 May 2017). In all, 1,662 exhibitors from 54 different countries attended Texprocess and Techtextil in 2015, together with a total of 42,000 trade visitors. Over 13,300 of them came to see Texprocess. Added to that, there were around 7,600 additional visitors, who came across from the concurrently held Techtextil.

• Visual marketing increases in importance for offline retail in view of e-Commerce competitors
• Display mannequins are in focus for this
• Emotionalising is decisive
• Individuality and flexibility are also demanded
• There is a shift towards semi-abstract mannequins with regional and genre differences
• Proportion of customised mannequins is rising
• Sustainability remains an issue

EuroShop is one of those trade fairs always teeming with visual highlights. Guaranteed to present a special treat here is, of course, the Visual Merchandising Hall, the exhibition place of display mannequins and store window decorations. March 2017 will see Hall 11 of Düsseldorf Exhibition Centre (instead of Hall 4 previously), become a POS experience guaranteed to attract plenty of attention. After all, in view of the e-Commerce competition, visual marketing and the resulting emotional, personalised appearance will become more and more important for bricks-and-mortar retailers. “Consumers’ emotional needs will become the overriding theme for EuroShop,” says Andreas Gesswein, CEO of Genesis Display from Auetal, with conviction.

Display mannequins hold special emotionalising potential. It is not by chance that Düsseldorf visual artist Domagoj Mrsic once presented them as “super heroes” in one of his stagings - as Superman and Wonder Woman, Batman and Catwoman, Spiderman and Spiderwoman. Provided the displays are done well mannequins are in a way real heroes. With their appearance, their posture, gestures and mimics they can really breathe life into shop windows and in-store decorations, serve as sales-promoting tools or arouse empathy, interest and curiosity. And if they are not just headless and very abstract they even give retail stores and brands a profile and signature style. With the power of their poses they send out a clear signal as to which target group is addressed, which degree of fashion and price range is served. Moreover, when arranged in groups, they can serve as story-tellers for passers-by. Unforgettable was the “Ugly’s” line of mannequins by supplier Hans Boodt, which mimicked “real-life” men rather than V-shaped boys with six packs. It included both a long, tall one and a short, fat one dressed in passion-killing underwear. “The new generation of mannequins will say more about the brand. They will participate in communicating more about each brand’s essential values and set them apart from the competition”, says Jean-Marc Mesguich, CEO of Window France headquartered in Carros.

The portfolio offered by the display mannequin industry is wide and varied: in addition to top-model lookalikes it features plus-size beauties, Europeans, Africans and Asians, the afore-mentioned super heroes and funny common people. Kissing couples feature alongside sumo wrestlers. In line with the motto "don't take yourself too seriously", vendors have long also included dogs and cats; and even chameleons since many mannequins prove to be true artists of disguise. “Cameleon”, for example, is a patented concept of Window France: Hundreds of eyes and lips are available to chose from, eye-lashes can be glued on, wigs attached/detached, different make-ups applied or the whole face can be replaced with the help of magnets – in brief, all it takes to ensure a constantly refreshed POS appearance. Add to this what is by now a huge range of colours and materials: surfaces from velvet and rubber are just as common these days as are metallic varnishes or concrete and copper coatings.     

In view of what has been presented over the past few years you may wonder what might come next. Although the majority of fashion retailers and brands have not nearly exploited the full potential already available today. In the past few years abstract mannequins were in highest demand. “They are fit for many applications and easy to handle, since no wigs or make-up have to be styled,” says Andreas Gesswein (Genesis Display) accounting for reasons and adds: “But they are also easier to copy and therefore available in every price segment.” In practice, efficiency sometimes clearly “overrides” emotion. “But when stores do not stand out with the image they project they do not prompt shoppers to enter either,” says Jean-Marc Mesguich (Window France). And for EuroShop 2017 Window France will definitely have far more in store than “exciting variations of the abstract theme”.

Faces are back again

The fact is: just like the fashion they are wearing, display mannequins follow trends. Triggered by a desire to cut a sharper profile and stronger expression, industry insiders have seen a trend towards semi-abstract mannequins. “A face is at least alluded to. Mannequins are less neutral and it becomes visible: Retailers want to make a statement again showing their true colours. There is a trend towards addressing target groups with a more high-profile message,” explains Cornel Klugmann, Country Manager for the D-A-CH region at Hans Boodt from the Dutch city of Zwijndrecht. Monica Ceruti, in charge of PR & Communication at Almax from Mariano Comense/Italy, agrees: “It is true that demand for abstract mannequins continues to be high but there is a clear trend towards more realistic facial characteristics. This includes such details as the application of eyelashes or wigs. And dynamic postures are also getting more popular again.”

Andreas Gesswein (Genesis Display) remarks: “Especially in the luxury segment we are registering stronger demand for more realistic mannequins with faces and emotional facial expressions that brands are looking for to stand out from the rest.” A trend that Jean-Marc Mesguich (Window France) confirms: “The Haute Couture brands have already abandoned the egghead in exchange for something that will have more impact and - more importantly - get people talking about their brand.” He adds: “The growing trend of viewing fashion and fashion windows online is pushing brands to make more attractive windows and to change their displays on a more regular basis.”

The days of faceless “eggheads” seem to be over. And above and beyond this? “The look and feel is becoming more and more high-end. White and grey are replacing darker shades, glossy replaces matt and aspirational looks with more charisma are more in demand,” says Cornel Klugmann (Hans Boodt). Monica Ceruti (Almax) sees great potential in “handcrafted looks”. This means torsos with and without arms with different materials for the individual components – pedestal, torso and head – and wood as well as metallic surfaces all set the tone here. Sabrina Ciofi from Design Office La Rosa from Palazzolo Milanese/Italy summarises the “principal themes of tomorrow” as follows: “Customers demand high product quality, the right price, maximum after-sales service and high product flexibility and/or diversity.” This statement should be valid across national borders. Otherwise she says despite all the globalisation: “There are as many trends as there are markets.” Monica Ceruti (Almax) concretized: “In Europe and the USA the differences are not fundamental. In the Middle East, however, mannequins without realistic traits continue to be in demand for religious and cultural reasons. This applies especially to female display mannequins.”

Customised becomes cheaper

Producers report that the percentage of customised mannequins is generally rising. These display mannequins are individually and exclusively manufactured to customers’ specifications. In this way retail companies and brands can stand out from their competitors and consistently leverage their CI. At Hans Boodt, for example, the proportion of customised mannequins is now said to be as high as 75%. And thanks to cost-cutting process optimisation it is expected to rise even further. Like Window France these Dutch vendors have now discovered 3D printing which can serve their purposes and their buyers. While in the past prototypes used to be elaborately modelled by sculptors in clay, these can now be “printed” in a time and cost-saving manner. “On top of this, the process is even more true to life and detailed,” delights Cornel Klugmann (Hans Boodt). Graphic designers create the desired mannequins with CAD systems where all the details can be freely configured. Then the files are uploaded to the printer that puts them into practice 1:1. “We can respond to trends so much faster and at the end of the day also design more new collections each year”, Klugmann explains further benefits. Jean-Marc Mesguich (Window France) adds: “Thanks to 3D we can create mannequins that really correspond to each and every brand and every brand’s precise image, to be perfectly in-sync with their public. This is an important evolution in the role that mannequins play.”

Alongside process optimisation sustainability remains important for the sector. “The fashion sector is now highly aware of this topic and attaches importance to its suppliers also complying with the relevant criteria,” explains Monica Ceruti (Almax).   The other market players polled also share this view. For La Rosa, whose mannequins are exclusively designed and manufactured in Italy, sustainability is an integral part of quality. By their own accounts, the Italians have analysed the whole life cycle of their mannequins with a view to minimising their ecological footprint. Almost half of the polystyrene used, they say, is recycled which saves substantial amounts of crude oil and carbon dioxide emissions. On top of this, La Rosa takes back its products after use and re-introduces them into the material cycle. Production operations work with a carbon-capture system, the cooling towers use process water, energy is generated by the company’s own PV park. Andreas Gesswein (Genesis Display) also underscores the importance of this topic: “Our customers focus on trust, honesty and partnership-based cooperation. And this includes providing evidence of sustainability rather than copying other peoples’ marketing straplines. In cooperation with Dupont Tate and Lyle BioProducts we have increased the percentage of biomass in our mannequins even further over the past few years, just the same way we constantly check and optimise our materials, packaging and transport routes for sustainability.” Hans Boodt is also opting for an interesting avenue. The company currently studies whether ocean plastics could be used as a raw material for production.

EuroShop as an opportunity of the future

The display mannequin market is and will be in motion – both on the supply and demand sides. “There are customers who buy their mannequins cheaply online and others who are interested in top quality, professional consulting and holistic visual-merchandising concepts,” explain Andreas Gesswein (Genesis Display) and Cornel Klugmann (Hans Boodt). There should be no doubt about who they expect to be more successful. Andreas Gesswein: “The challenges are enormous. 2016 has been especially challenging for fashion retailers, also in Asia and the USA. Companies are faced with changed market and shopper behaviours. EuroShop 2017 will therefore probably be one of the most important ones since the fair's inception.” Jean-Marc Mesguich emphasizes: “I think that it is essential to be present at EuroShop. For both suppliers and clients. It is a sure way of exchanging views and helps pave the way forward for both parties. This year we are at a turning point in the market, so it will be even more useful for everyone.” Cornel Klugmann also recommends retail representatives to visit the trade fair: “Our innovative power is the opportunity for the future.”
 
EuroShop 2017 will be open to visitors daily from Sunday 5 March 2017 to Thursday 9 March 2015, 10:00 am to 6:00 pm. A day ticket is EUR 70 (EUR 50 for an e-ticket, purchased online in advance), 2-day ticket EUR 90 (e-ticket: EUR 70) and a 4-day ticket EUR 150 (e-ticket: EUR 130). Entrance tickets include free trips to and from EuroShop on all trains, buses and trams within the networks of the VRR transport authority (Verkehrsverbund-Rhein-Ruhr).