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28th May 2019, Shanghai

Sustainable, traceable start for fashion brands

Domestic exhibitors at Yarn Expo Spring edition. © Messe Frankfurt / Yarn Expo Spring edition

Domestic exhibitors at Yarn Expo Spring edition. © Messe Frankfurt / Yarn Expo Spring edition

In recent editions of Yarn Expo, new opportunities have been presenting themselves as demand for transparency in the textiles supply chain increases. At Yarn Expo Spring 2019, three highlighted exhibitors were selected for in-depth case studies: Birla Cellulose (China), Cotton Council International (USA) and Safilin (France).

Each exhibitor gave their opinion on shifting sourcing trends, what needs to be done to achieve sustainability in the textile industry, and how they found entry points into new markets at Yarn Expo.

The next edition of the fair, Yarn Expo Autumn 2019, will take place at the earlier date of 25-27 September at the National Exhibition and Convention Centre (Shanghai). With positive feedback from exhibitors on the quality of trade buyers at Yarn Expo Spring 2019, and satisfied buyers reporting a diverse variety of products that met their sourcing needs and trends, the Yarn Expo case studies are a valuable insight into the fair’s success stories, organisers share.

Visible supply chain for concerned consumers

A common theme across each case study conducted this spring was the rise in consumer demand for sustainability and transparency, and the consequent ripples all the way through the industry. “A spinner cannot be sustainable by themselves. We see it as B2B2C. All of us face the common consumer, because the entire textile supply chain is now visible to the consumer. Creating an environmentally-friendly product begins with the fibre, and brands are increasingly recognising this,” observed Manohar Samuel, Senior President of Marketing & Business Development at Grasim Industries.

Organisers received positive feedback from both exhibitors and visitors on the quality of the show. © Messe Frankfurt / Yarn Expo Spring edition

Organisers received positive feedback from both exhibitors and visitors on the quality of the show. © Messe Frankfurt / Yarn Expo Spring edition

Cotton Council International (CCI) gave a similar viewpoint, noting why trade buyers from further along the supply chain are sourcing directly from yarn and fibre suppliers. CCI represents US cotton farmers overseas and describes the US cotton industry as “one entity” with reliable quality, due to strict national standards.

“Our partners are hearing clear messages from their customers. They are demanding traceability. So the beautiful advantage of using traceable cotton is that it’s easier for the brands and retailers to do their due diligence, by starting right from the origin,” commented Karin Malmström, Director of CCI China & Northeast Asia.

By exhibiting at Yarn Expo, the companies positioned themselves in the ideal place to attract a wider variety of trade buyers looking to improve their traceability. Safilin is a company with such rooted heritage that it can point customers to the exact fields that grew the flax for its linen. “Usually, when you are a spinner, your customers are weavers. Today that is changing. We are getting enquiries directly from brands who want to learn more about improving their carbon footprint. It’s very interesting. We are meeting a variety of trade buyers at Yarn Expo, it’s very diverse here,” noted Herve Denoyelle, Business Development Manager of Safilin.

Sustainable solutions that make sense

The exhibitors noted the other benefits that come for companies sourcing directly from yarn and fibre companies. These include access to innovative yarns and fibres that ultimately offer product differentiation. What’s more, sourcing higher quality yarns and fibres reduces the risk of costly production problems such as breakage, while creating a product that commands higher premiums at retail.

Satisfied buyers reported a diverse variety of products. © Messe Frankfurt / Yarn Expo Spring edition

Satisfied buyers reported a diverse variety of products. © Messe Frankfurt / Yarn Expo Spring edition

“We are exhibiting at Yarn Expo because it’s the beginning of the supply chain. If you don’t get it right at the beginning, you’ll never get it right at the end. Your finished product is as good as the material you put into it. It’s that simple,” explained Ms Malmström.

www.yarn-expo-spring.hk.messefrankfurt.com

Further reading

Sustainable supply chain from the ground up

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