Page 5: Marketing strategy
TENCEL has been targeted at fashion range builders and selectors who, via expert spinners, weavers, knitters, dyers, finishers, printers and designers, supply textiles to a variety of outlets. Its combination of fibre properties makes it ideal for end-uses not previously open to man-made cellulosics - such as softtouch denim jeans, chambray shirts, shorts and yarn-dyed colour woven blouses and skirts.
The marketing of TENCEL is supported by promotional, technical and product development activities from Courtaulds, all of which are designed to foster partnerships throughout the textile chain. Known in the business as ‘push-pull’ marketing, it has resulted in the formation of a circle of enthusiastic authorised TENCEL users exploiting the special attributes of what so many people are calling the new wonder fibre. The strategy involves the ‘pushing’ of the product along the textile industry chain to finished fabric level and then ‘pulling’ through the finished garments to consumers by creating desire and demand through promotional activities.
An example of this strategy in Japan is the TENCEL KAI, a grouping of spinners, weavers, knitters, dyers, printers, finishers, garment laundries and fabric wholesalers committed to a set of business principles in the development and promotion of TENCEL to the Japanese apparel industry. Product positioning involves using the marketing mix in a way which takes into account the thoughts and perceptions of consumers relative to other products and brands. TENCEL has been positioned with well-known designers and up-market niche brands embracing sportswear and more formal styles. As new fabric developments are commercialised, it is clear TENCEL’s potential will be exploited still further.
How TENCEL is made
Amine oxide solvent dissolves the woodpulp into a viscous solution. After filtration, the solution is extruded to yield fine filaments, from which the solvent is removed by washing. Virtually all the solvent is recovered and recycled. The resulting fibrous tow is dried and cut to staple fibre. The product is then baled and delivered to spinners in Europe, Africa, Asia and the Americas.