From the Sector

Industry people at the 18th Bangladesh Denim Expo thinks that the country will continue to be an indispensable global sourcing destination even during the times of tariff and trade wars. Capacity building and innovation will be the building stone for the industry to sail through the uncertain times.

The 2-day expo kicks off today where 57 exhibitors from 13 countries are participating includes Bangladesh, India, Pakistan, China, Turkey, Spain, Italy, Vietnam. UAE, Germany, Switzerland & USA.

“Bangladesh has emerged as the fastest-growing apparel exporter to the United States in the first quarter of 2025, posting the highest year-on-year growth of 26.64%. This performance placed Bangladesh ahead of other major exporters such as India with a 24.04% rise, while Pakistan, Vietnam, and China with the rise of 17.49%, 13.96%, and 4.18% respectively at a time when US market is volatile because of imposing worldwide reciprocal tariff by the Trump’s Administration recently. I think even on the negotiation table of the trade issues our card should be the industry’s steady progress towards skill development, sustainability and innovation. As we need our trade partners as much as their consumers need us’’ said Mostafiz Uddin, Founder & CEO of Bangladesh Denim Expo.

Bangladesh is the largest denim exporter both to the USA and Europe. The country is enjoying duty-free market access to the EU under the Everything But Arms (EBA) and Generalized Scheme of Preferences (GSP) as an least developed country (LDC); but the status to be changed to a developing nation next year.

If Bangladesh could not attain GSP Plus, the country from 2029 could not export duty free to the EU, the region accounts for 50.15% of Bangladesh’s total apparel export.

“In the last edition of Bangladesh Denim Expo, we had experts panel sessions on the LDC graduation where all the speakers unanimously stressed on the capacity building of the industry to cope up with the changing tariff regimes.  So, in this edition of the expo, all the panel sessions we designed are solely meant for capacity building of both the professionals and the industry. You may also say that from this edition we shifted from plans to actions to prepare Bangladesh’s denim industry for 2029 and beyond,’’ added Mostafiz Uddin.

There are two panel sessions scheduled for the two-day event on the topics “The growth of the Bangladesh denim industry, through the perspective of denim washing” and “Stretch-ability of Bangladesh denim traceability”.

Abdus Samad, Director, Well of Washing, Arief Labu, Co-founder & Creative Director, Ruhrose RBT Ltd. Julie Davies, GM - Processing Innovation, and Education Extension, The Woolmark Company, Kamal Uddin Mia, Chief Operation Officer (Washing), Bitopi Group, Marco Volpi, Head of Sales for the Europe and Africa region, Bluesign Technologies AG, Md. Forhad Hossain, Owner, Pure Chemicals, Raquib Imtiaz, Business manager, LC WAIKIKI, Reza e Rabbi, Head of Operation, Vertex Wear Limited,  Shohel Rana, CEO, Designer Fashion LTD and Designer Wash LTD, are sharing their expert insights in the panel sessions.

There will be also one special presentation on ‘The denim business beside sewing and wash production’ by Mohammad Jahangir Alam, Head of Operation, Square Denims Ltd, Garment Unit.  

At the expo also a fashion trend-zone is set up to showcase cutting-edge denim innovations and unique fabrics from Bangladesh.

The National Council of Textile Organizations (NCTO) sent a letter to Treasury Secretary Scott Bessent, following remarks the Secretary made about the U.S. textile industry at this morning’s White House daily press briefing:

Dear Mr. Secretary:

On behalf of the U.S. textile industry and our 471,000 American workers, we appreciate the Trump administration’s efforts to advance an America First Trade Policy to reshore high-quality industrial jobs by addressing unfair trade practices that have harmed U.S. manufacturers and workers for decades. As you may know, our industry publicly endorsed President Trump’s America First Reciprocal Trade Plan and the White House included our endorsement in its April 3 press release highlighting statements of support for the president’s initiative.

We are writing to request a meeting at your convenience with our top industry leaders. We noted your comments today during the press conference that “President Trump is interested in the jobs of the future, not the jobs of the past. We don't need to necessarily have a booming textile industry where I grew up again, but we do want to have precision manufacturing and bring that back.” Our industry saw your remarks and were disheartened to hear this sentiment, especially since this industry has been noted by President Trump himself on a number of occasions as critical and strategic. The U.S. textile industry was proud to make lifesaving PPE during the first Trump Administration in response to COVID. The U.S. proudly makes over 8,000 different products to the U.S. military alone to ensure we do not have to rely on foreign adversaries to make essential products. This is a strategically important, relevant, and key industry – which is why we were pleased the White House amplified the industry again in its press release on reciprocal tariffs.´

Today we write to underscore the importance of our industry and the jobs it offers to thousands of workers, sustaining communities across the United States. The U.S. textile industry provides much-needed employment in rural areas and has functioned as a springboard for workers out of poverty into good-paying jobs for generations, including in your home state of South Carolina. Last year, the multifaceted U.S. textile supply chain directly employed 471,000 workers and produced shipments of man-made fiber, yarns, fabrics, apparel and non-apparel sewn products valued at $64 billion.

The United States exported $28 billion worth of textile-related goods to global markets in 2024, making it the second largest exporter of textile and apparel products in the world. Most U.S. textile exports go to Canada, Mexico, or other Western Hemisphere countries with which the United States has a free trade agreement for finishing and return to the U.S. as apparel. This vibrant production supply chain with our closest trading partners competes directly against imports from China and other countries in Asia that often deploy unfair, predatory trade practices, such as subsidized production, dumped exports, intellectual property theft, undervalued currency, abhorrent labor abuses, and unsustainable environmental practices.

Our industry proudly remains a world leader in textile innovation with unparalleled breadth and scope of manufacturing capabilities. Over the past 10 years, the U.S. textile industry made $22.3 billion in capital investments in pursuit of the latest innovations related to sustainability and production. This focus on innovation enables the industry to create tens of thousands of products including apparel, industrial textiles, and home furnishings.

With the right policies, the Trump administration can encourage the U.S. textile industry to reinvest in America, preserve and grow our existing workforce, and spur greater production and sales of American-made textiles now and in the future.

We would like to meet at your convenience to discuss the critical nature of the U.S. textile industry and how the Administration can help this key supply chain onshore jobs. Thank you for your consideration of this timely request.

Respectfully,
Kimberly Glas, President and CEO

DyStar, a leading specialty chemical company with a heritage of more than a century in product development and innovation, announced the cessation of manufacturing operations at DyStar Hilton Davis with partial integration of production within DyStar LP in Reidsville, North Carolina.

The latest integration will impact the production facility of DyStar Hilton Davis, which primarily manufactures Food, Drug, and Cosmetic Dyes (FD&C), Drug and Cosmetic Dyes (D&C), Lakes, Technical Dyes, and Pigment Dispersions. As part of our ongoing efforts to consolidate and optimize our manufacturing footprint (MFO) in Americas, the facility will cease production operations on 30 June 2025.

Following the final instalment of the Group’s consolidation plan, DyStar’s Americas will focus our main production activities at the sites in Reidsville, North Carolina, and Cheyenne, Wyoming.

Mr. Xu Yalin, Managing Director and President, DyStar Group said, “We believe that the success of the strategic plan will position DyStar to decisively respond to the fundamental changes taking place in the industry and enables us to improve profitability while maintaining strategic product development capability, and to accelerate growth over the long-term.”

Mr. Clement Yang, Vice President, Global Manufacturing, DyStar Group said, “The overall plan builds upon our global capabilities and resources, and it reinforces DyStar’s strong commitment to strategic investments, product and service excellence, as well as productivity improvements that will drive our Company, customers and industry forward.”
DyStar remains committed to working closely with all stakeholders, including affected employees, customers, suppliers, and partners to minimize the impact on business operations and to ensure a smooth global transition. We will treat all affected parties with due respect and dignity, adhering to company policies, collective bargaining agreements and regulatory requirements.

The company will support affected employees with necessary resources during this transition, including resources and opportunities for employees to apply for open positions at other DyStar locations in Americas.

Die FORTEC Group bietet europäischen Unternehmen mit Kunden in den USA dank lokaler Fertigung und intelligenter Vorassemblierung kostengünstige Wege in die Vereinigten Staaten.

Die FORTEC Group, Anbieter von Lösungen industrieller Display-, Embedded-, Systemlösungen und Stromversorgungen, ermöglicht europäischen Unternehmen mit Kunden in den USA eine optimierte Produktionskette. Durch die Kombination aus lokaler Fertigung in den Vereinigten Staaten und strategischer Vorassemblierung elektronischer Bauteile in Ägypten bietet das Unternehmen mit seinen Tochterunternehmen einen günstigen Weg für die Elektronikindustrie, um den US-Markt zu beliefern.

Dank der abgestimmten Produktionskette entfallen die hohen Aufschläge weitgehend, weil bei Produkten mit entsprechender Wertschöpfung lediglich die regulären Zollsätze in Größenordnungen von aktuell 10 % Anwendung finden. Dieser signifikante Unterschied bewirkt stabilere, kalkulierbarere Einfuhrkosten und damit eine bessere Planungssicherheit, selbst in einem volatil reagierenden internationalen Handelsumfeld, so FORTEC.

Neben den Kostenvorteilen will das Unternehmen durch Effizienz und Flexibilität in der Materialbeschaffung überzeugen. Die geographische Diversifikation der Produktionsstandorte und lokale Lagerhaltung reduzierten die Auswirkungen von Handelssanktionen und plötzlichen Zollanpassungen. Europäische Industriekunden profitierten somit von verkürzten Lieferzeiten, hohen Qualitätsstandards sowie einer kalkulierbaren Kostenstruktur.  

„Unsere globale Fertigungsstrategie schützt unsere Kunden vor unvorhersehbaren Zollbelastungen und sichert langfristig eine wettbewerbsfähige Preisstruktur“, betont Ulrich Ermel, Chief Operating Officer der FORTEC Elektronik AG und Geschäftsführer der FORTEC Integrated GmbH.

Researchers at Cornell have developed a new type of smart clothing that can track a person’s posture and exercise routine but looks, wears – and washes – just like a regular shirt.

The new technology, called SeamFit, uses flexible conductive threads sewn into the neck, arm and side seams of a standard short-sleeved T-shirt. The user does not need to manually log their workout, because an artificial intelligence pipeline detects movements, identifies the exercise and counts reps. Afterward, the user simply removes a circuit board at the back neckline, and tosses the sweaty shirt into the washing machine.

The team envisions that SeamFit could be useful for athletes, fitness enthusiasts and patients engaged in physical therapy.

Most existing body-tracking clothing is tight and restrictive or embedded with chunky sensors, according to Catherine Yu, a doctoral student in the field of information science and lead researcher on the project.

“We were interested in how we can make clothing smart without making it bulky or unusable,” Yu said, “and to push the practicality, so that people can treat it the way they would usually treat their clothing.”

Alternatively, athletes can choose fitness trackers, like smartwatches or rings, but these are extra devices that people may not want to wear while exercising, and can’t track movement across the entire body.

“Not everyone is willing to try out a new wearable form factor, but people will have clothes on,” said co-author Cheng Zhang, assistant professor of information science in the Cornell Ann S. Bowers College of Computing and Information Science. “We provide a very neat form factor that is always on you.”

Their study,“SeamFit: Towards Practical Smart Clothing for Automatic Exercise Logging,” published in March in the Proceedings of the ACM on Interactive, Mobile, Wearable and Ubiquitous Technologies, and will be presented at the UbiComp/ISWC 2025 meeting in October.

Most mass-produced clothing has seams, which Yu realized could be exploited to make a comfortable, affordable piece of smart clothing. She constructed three SeamFit shirts – in small, medium and large – using a home sewing machine to attach conductive threads on top of the seams. The three sizes allowed users to choose a looser or tighter fit, but did complicate the process of interpreting each user’s movements.

To test the shirts’ performance, the team recruited 15 volunteers, who did a series of 14 exercises – including lunges, sit-ups and biceps curls – while wearing SeamFit. Without any calibration or training for each user, SeamFit’s model classified the exercises with 93.4% accuracy and successfully counted reps, with counts that, on average, were off by less than one.

SeamFit works because when people exercise, the threads’ capacitance – their ability to store charge – changes as the threads move, deform and interact with the human body. The circuit board at the back neckline measures the capacitances and transmits them through a Bluetooth connection to a computer. A customized, lightweight signal-processing and machine-learning pipeline then deciphers the movements.

After the workouts, Yu washed and dried the shirts at home.

The project is a new iteration of SeamPose, a previous effort to track body postures using conductive threads in eight seams of a long-sleeve T-shirt.

The team envisions that this type of unobtrusive smart clothing could be especially useful for athletes logging their exercise routines and for physical therapists monitoring the progress of patients at home.

More broadly, this type of technology could assist with human-AI interaction, because by tracking human movements and activities, AI can better understand when to interact and when to wait – such as when someone is eating or sleeping.

Enabling AI to understand human activity is the main focus of Zhang’s Smart Computer Interfaces for Future Interactions (SciFi) Lab, which develops new, AI-powered wearable sensing systems, to enable AI to comprehend human activities and intentions in everyday settings and provide support when needed.

“While this paper demonstrated the approach for a simple garment, we believe it can easily be adapted to a wide range of garments and could take advantage of the complex seam patterns of advanced sportswear,” said co-author François Guimbretière, professor of information science in Cornell Bowers CIS and the multicollege Department of Design Tech.

To create SeamFit, Yu set up a “little sewing factory” in the lab. However, she is currently exploring how the manufacturing process could be affordably scaled up, using industrial serger machines – which sew and make seams using three or four threads simultaneously – and more robust conductive threads.

“By just replacing a single thread in this mass manufacturing process, all of the clothing could easily become smart and be able to have this motion tracking capability,” Yu said. “I’m imagining one day, you open your closet and there’s really no difference between smart and nonsmart clothing.”

Additional authors on the study include Manru Mary Zhang ’25 and Luis Miguel Malenab ’25; Chi-Jung Lee and Ruidong Zhang, both doctoral students in the field of information science; and Jacky Hao Jiang, a visiting undergraduate from Rice University.

Funding for this work came from the National Science Foundation.

A significant delegation of Italian textile machinery manufacturers will participate in Techtextil North America, the trade fair set to take place in Atlanta, Georgia, from May 6 to May 8. ACIMIT, the Association of Italian Textile Machinery Manufacturers, together with Italian Trade Agency, has organized a dedicated exhibition area, where 21 Italian manufacturers will showcase their latest innovations.

The ACIMIT member companies exhibiting in the Italian pavilion include: 4M Plants, Bianco, Bonino, Color Service, Fadis, Flainox, Ima, Marzoli, Monti Antonio, Monti-Mac, Omr, Ramatex, Ramina, Reggiani Macchine, Siltex, Simet, Stalam, Tecnorama, Unitech, Zanfrini, Zappa.

The U.S. textile industry remains one of the most significant sectors within American manufacturing, with annual sales exceeding 64 billion USD and a workforce of over 500,000 employees. U.S. textile companies are among the leading investors in technology, as evidenced by the value of U.S. textile machinery imports, which amounted to approximately 1 billion USD in 2024.

For Italian manufacturers, the U.S. market ranks as the fourth largest export destination after China, Turkey, and India. In 2024, Italian exports to the United States reached 112 million euro, remaining stable compared to the previous year. “The 2025 edition of Techtextil North America,” commented Marco Salvadè, President of ACIMIT, “comes at a time of economic uncertainty for the global textile machinery industry. However, the increased number of Italian companies attending the fair, compared to recent editions, reflects a cautious optimism regarding the development of projects within the U.S. textile sector.”

Der Bundesverband Medizintechnologie (BVMed) kritisiert, dass die angekündigten US-Zollmaßnahmen bislang keine Ausnahmeregelungen für Medizinprodukte vorsehen. „Zölle und Handelsbeschränkungen für medizinische Produkte stellen einen Bruch mit der bisherigen Praxis dar, Medizinprodukte aus humanitären Gründen von handelspolitischen Maßnahmen auszunehmen“, so BVMed-Geschäftsführer und Vorstandsmitglied Dr. Marc-Pierre Möll. Der deutsche MedTech-Verband fordert daher, MedTech-Produkte und wichtige Komponenten von allen geplanten Zoll- und Handelsbeschränkungen auszunehmen.

Medizinprodukte aus Deutschland sind von den aktuell eingeführten US-Zöllen auf EU-Produkte in Höhe von 20 Prozent betroffen. Viele MedTech-Unternehmen verbauen in ihren Produkten zudem Komponenten aus Stahl und Aluminium, was sie direkt dem erhöhten Steuersatz von 25 Prozent aussetzt.

„Die eingeführten Zölle haben voraussichtlich erhebliche Auswirkungen auf die deutsche Medizintechnik-Branche“, befürchtet der BVMed. Die USA sind einer der wichtigsten Exportmärkte für deutsche Medizintechnikprodukte. Die Zölle könnten zu erhöhten Kosten für Hersteller und Endverbraucher führen, Lieferketten destabilisieren und den Marktzugang für essenzielle Medizinprodukte erschweren. Schon jetzt ist die Branche mit einer Vielzahl von Herausforderungen konfrontiert, wie etwa Lieferkettenunterbrechungen und Preissteigerungen bei Rohstoffen. Die Zölle könnten diese Probleme weiter verschärfen und zu einer Erhöhung der Produktions- und Endverbraucherkosten führen.

„Wir fordern sowohl die US- als auch die EU-Seite auf, Medizinprodukte als essenzielle humanitäre Güter nicht in handelspolitische Auseinandersetzungen einzubeziehen. Die Branche ist auf reibungslose, globale Lieferketten angewiesen, um die kontinuierliche Versorgung mit lebenswichtigen Produkten sicherzustellen. Zölle gefährden diesen freien Warenverkehr und treiben die Kosten für die Branche in die Höhe. Medizinprodukte sollten daher nicht durch direkte oder indirekte Zollmaßnahmen belastet werden.

The GoodTextiles Foundation (GTF), in collaboration with its local partner Chetna, announces a new project at the Ashram Residential High School for Girls in Rasimetta Village, in the state of Telangana, India. The aim of the project is to empower over 545 female students by providing them with school supplies and digital access to education.

As part of this project, all pupils were provided with new school backpacks and reusable stainless steel water bottles. An additional 5% reserve was set aside for future enrolments. Another important part of the project was the complete refurbishment of the computer room. The existing 21 machines were extensively refurbished and returned to service. An uninterruptible power supply system (UPS) was installed to counteract the frequent power cuts in the region and to ensure smooth classroom operations.

In addition, an experienced computer teacher was hired for a two-year period. This teacher will provide the students with basic digital skills to improve their chances of further education and employment in the long term. These measures not only give students easy access to education but also provide them with the tools they need to succeed in an increasingly digital world.

The Ashram High School is located in a remote part of the state of Telangana. The GoodTextiles Foundation has been involved there for many years. In the past, 37 toilets have been renovated, access to clean drinking water has been provided and sports and recreation areas have been improved by levelling the ground.

With the current project, the GoodTextiles Foundation is sending out another strong signal of its commitment: sustainable support through education - with a long-term impact on the community. The GoodTextiles Foundation is supporting the project with around €14,840.00.

Fueled by robust demand, the fair wrapped up successfully on 13 March at the National Exhibition and Convention Center (Shanghai). Over 370 exhibitors engaged with more than 25,000 visitors from 85 countries and regions, with total visitor numbers up by 8%, and the number of international visitors more than double that of the previous Spring Edition. As consumer preferences continue to evolve, buyers increasingly sought home products that harmoniously blend style, comfort and sustainability. This trend was evident throughout Hall 5.2, highlighted by the extensive mix of exhibitors and the accompanying fringe program focused on eco-innovation and smart sleep, reinforcing the fair as an important business platform for the advancing industry.

Speaking on the final day, Ms Wilmet Shea, General Manager of Messe Frankfurt (HK) Ltd, said: “The visitor flow throughout the hall clearly demonstrated the strong demand and recovery within the Chinese home textile market, with many exhibitors reporting high-quality leads. Notably, there was a significant increase in overseas visitors, highlighting the event's growing international appeal. We observed various trends, but prominent themes were sustainability and smart bedding solutions, as more exhibitors are increasingly incorporating technology and eco-friendly practices into their materials and production processes. Overall, the comprehensive selection of products catered to the varied interests of buyers across the industry.”

Eco-consciousness has evolved from being just a nice-to-have to becoming an essential aspect in the home textiles market. In the bedding sector, this has led to a growing emphasis on organic, reusable, and recyclable materials that are free from hazardous chemicals. Throughout the three-day fair, the fairground was abuzz with products that offered both comfort and environmental responsibility.

From smart bedding, featuring temperature regulation and antibacterial technologies, to sustainable home textiles using biodegradable and organic materials, exhibitors showcased a diverse collection of solutions designed to elevate the modern home. Particularly notable was CoolisT Life Technology Co Ltd, which displayed bio-based biodegradable sponges, including Zero Foam and Hydrophilic Foam. Renowned buying brands, including Sainsbury’s, Americana International, Li & Fung, and many more, proactively pursued technological innovations, sustainable solutions, and high-end products to better meet the demands of consumers.

The fringe programme also played a key role in driving industry dialogue around eco-consciousness and innovation. The Green and Low Carbon Forum explored sustainable textiles for bedrooms and homes, while the Sleeping Aid Summit 2025 discussed the integration of smart home technologies into bedding. Another event in the spotlight was Timeless and Transformative Colour: Celebrating the Rich Diversity of Modern Living for 2026, held by the Pantone Color Institute. At this event, participants discovered the vibrant colour palettes for home interiors that are expected to be popular trends in 2026.

Curtains will open next week for Intertextile Shanghai Home Textiles – Spring Edition 2025, taking place from 11 – 13 March, and offering the home and contract sectors a comprehensive selection of products with a strong emphasis on smart bedding and sustainability. Alongside innovative fringe events, over 350 exhibitors from four countries and regions are ready to convene in Hall 5.2 at the National Exhibition and Convention Center (Shanghai) to showcase an impressive range of products, including bedding, duvets, pillows, towelling, carpets, rugs, and more.

Intertextile Shanghai Home Textiles – Spring Edition 2025 will be held concurrently with Intertextile Shanghai Apparel Fabrics – Spring Edition, Yarn Expo Spring, CHIC and PH Value at the National Exhibition and Convention Center. The fair is organised by Messe Frankfurt (HK) Ltd; the Sub-Council of Textile Industry, CCPIT; and the China Home Textile Association (CHTA).

Key exhibitors to display extensive range of home textile advancements
Throughout the show floor, various exhibitors will showcase their innovations across the sector, including:

• 3M China Limited (USA) – as one of the first thermal material brands to emphasise thinness, its product 3M™ Thinsulate™ is an insulating fabric made from a blend of synthetic fibres, including polyester. Its fibres have a diameter of around 2 – 5 micrometres, making it much smaller than the other synthetic fibres used for insulation.
• CoolisT Life Technology Co Ltd (China)  – CoolisT Group specialises in bio-based biodegradable sponges, including bio-based Zero Foam and Hydrophilic Foam. Utilising advanced technology, its products are certified by USDA, OK bio-based, and TÜV AUSTRIA.
• Changzhou Huaji Wool Co Ltd (China) – the company produces wool and linen raw materials, with proprietary patented equipment and technology for shrink-resistant wool and wool strips. Its innovative wool products have received OEKO-TEX STANDARD 100 and RWS Responsible Wool certifications.
• Fujian Anran Textile Technology Co Ltd (China) – holding over 50 patents and multiple certifications, it specialises in 3D spacer materials, fabrics, and various products.
• Jiangyin Hongliu Bedsheet Co Ltd (China) – the company’s bedding set is crafted from high-quality nylon and spandex, offering a soft and comfortable texture. It features moisture-wicking and quick-drying properties while maintaining an elegant appearance.
• Shinwon Felt (Korea) – utilising a needle punching technique, the company regenerates plastic waste into felt products. Its sustainable product lines, certified by GRS, contribute significantly to addressing plastic waste issues.
• Tela's Design (Portugal) – a design studio specialising in home textile designs and decorations. Its core principles – colour, design, and detail – have established Tela as one of the leading and most successful textile design firms globally.

Uncovering trends driving change in home textiles
In addition to a robust lineup of exhibitors, Intertextile Shanghai Home Textiles will host various fringe events to keep attendees informed about emerging developments, trends, and key insights, including:

• Timeless and Transformative Colour Celebrating the Rich Diversity of Modern Living for 2026: held by Pantone Color Institute, participants can experiment with various styles, from industrial to rustic, and explore the vibrant colour palettes for home interiors in 2026.
• Sleeping Aid Summit 2025: one of the most vital yet often overlooked aspects of wellness is achieving quality sleep. At the summit, sleep technology will once again take centre stage, providing in-depth insights into sleep quality and exploring related business opportunities.
• Green and Low Carbon Forum: a growing number of individuals are opting for natural materials and sustainable textiles in their bedrooms and homes. The forum will highlight sustainability and the future direction of the industry.