Page 62 - July-August-2017

“Opportunities,” it has often been said, “should not
September 2012 with the introduction of SILVADUR
invisible to millennials and other consumers
be neglected because they rarely visit us twice.” That
who want information on the products they
™ Antimicrobial, Dow’s advanced odor-control
is sound advice for the global textile and apparel
purchase and their performance attributes. In
technology for apparel and textiles.
industry when it comes to marketing to millennials,
providing market l

July 2016, Dow Microbial Control addressed
whose mindset, consumer behaviors and spending
The Vice president

This intelligent technology neutralizes odor-causing
this issue by introducing the INTELLIFRESH™
power are reshaping the global economy and
segment, Mr Andre

bacteria on fabric surfaces, which directly plays into
brand, which is designed to give consumers
shared the belief,
creating a substantial and viable marketing opportunity

peace of mind that the products they purchase
consumer desires for healthy, sustainable lifestyles.
for product manufacturers and brand owners.
Oerlikon with TEXt

are providing the reliable, durable odor control
For example, apparel products treated with
insightful; explai

and long-lasting freshness protection that is so
SILVADUR stay fresher longer, which reduces the
How substantial an opportunity? Millennials, generally
solutions from the

need for frequent launderings, saving water and
important to them. The INTELLIFRESH brand on
defined as people born between about 1980 and the

a product is a signal that Dow’s SILVADUR
energy, as well as time that is so valuable to today’s
TEXtalks: What doe
early 2000s, number 1.7 billion people or approximately

technology is in the product and performing at
busy millennials.
André Wissenberg:
one out of every four people on the planet.

a high level.
the most important

Since its introduction, SILVADUR technology has
Shared Values
We – from the Oerl

INTELLIFRESH is available to select manufacturers
enabled many brands to provide long-lasting odor
with Oerlikon Barm
A growing body of research shows that while

and retailers of consumer goods who collaborate
protection across a wide array of product lines.
solutions for the
millennials are impacted by their local cultures, there

with Dow through a brand licensing and quality
These include, but are not limited to,
BCF, filaments, st
are more commonalities among them than there are

assurance program. The quality assurance program
commonly-worn base-layer products where odor
grass – are focusi
differences. That is because they share the same

is designed to ensure that all products featuring the
can build up, such as t-shirts and underwear, sports
ourselves since a
information channels and media content with their
INTELLIFRESH label meet measurable and
and fitness apparel, socks and shoes. SILVADUR is

peers in other countries, courtesy of the internet and
ITME India and now
quantifiable performance standards, specifications
also adding value in denim, including jeans, and
social media, helping them form common

with solutions in
casual clothes for men, as well as home textiles,
and quality protocols and comply with industry and
perspectives, values, behaviors and motivations.

such as bed linens, sheets, pillows and rugs, and
regulatory requirements.
I would like to gi

other product categories.
The research highlights some overarching trends that
Microsoft HoloLens

An Opportunity for the Taking
provide a roadmap to successfully marketing textile
Microsoft in 2016

Clearly, the opportunity has never been greater for
Extensive testing has shown that SILVADUR has a
companies in Germa
and apparel products to millennials no matter where

those manufacturers and retailers of apparel and
high degree of efficacy against a wide range of
for our customer s
they live. Findings from the research company

odor-causing bacteria and is highly durable.
textile products who understand the enormity of the
remote access. Tha
Nielson, which are confirmed by Dow Microbial

Feedback from apparel manufacturers indicates
millennial cohort and the importance they and other
a plant, might hav
Control proprietary research, show that:

consumers place on personal and family health and
that the technology is efficient and effective and the
• Among the most prominent trends among
by yourself. You j
application process is easy to adopt and use. The
wellness. Those who partner with Dow Microbial
glass and share al

millennials is a desire for sustainable, balanced,
Control to take advantage of this opportunity by
solution is compatible with softeners, optical
camera and the scr
healthy lifestyles and a need to assert greater control

the products they purchase perform and the
manufacturing and marketing products that feature
brighteners and most auxiliary agents and does not
business practices of the companies that produce
share the situatio
over their personal and family health and wellness.

advanced odor control technology and longer
react with other chemical treatments. It can be
example, sitting s
• Almost 75 percent of millennials are willing to pay
and sell them.

lasting freshness can be rewarded with increased
easily incorporated into the existing operating
extra for sustainable offerings and believe that their
facilities in Germ

sales, higher margins and repeat purchases
systems of a mill, using either exhaustion or
Dow: Ahead of the Trend
personal values are more important than personal
problem. The opera

padding processes, without requiring excessive
by loyal customers.
benefits, such as cost savings.
together can find
Dow Microbial Control recognized the emerging

processing temperatures, times or added binders. It
need among millennials and others for a healthy,
• Millennials expect today’s products to have
minutes and this b

Author Karel Williams is global strategic marketing
can also be applied by spraying or other methods.
increasingly better performance benefits than
more sustainable lifestyle and developed a strategy
both, for us and f

associate director and brand manager for Dow
to help apparel and textile manufacturers take
yesterday’s products.

Microbial Control. He can be reached at
Giving Consumers Peace of Mind
TEXtalks: Can you
advantage of it. That strategy initially played out in
• Millennials want to be more informed about how

klwilliams@dow.com
SILVADUR is an ingredient technology, making it
62 Oerlikon is a lead
we have the production solutions for that. We There are smart textiles, functional textiles and
took the opportunity in Frankfurt to listen to the sportswear – and this is not a classical technical
customers and offer our solutions for the textile in terms of industry textile. So, technical
production of manmade fibers. fibers will be more and more part of our daily An Interview with
life. But there is another topic at the Techtextil
TEXtalks: How do you see the future of technical that you can see more and more coming up –
textiles? it’s the composites topic. There are also a lot of Tony NASCHBERGER
André Wissenberg: The future of technical textiles technical textiles in this regard. So, I see the
has many opportunities and as we can see here Techtextil will grow and will adapt and take over General Manager
at Techtextil in Frankfurt more and more other topics like apparel and maybe Zimmer Maschinenbau GmbH,
technical textiles will be used in daily apparel. hometextiles – like the composites.
Austria
Driven by perfection and committed to the credo – new contacts with potential customers which are
First in Quality & First in Service – ZIMMER has interested in our technology. Especially VAT printing
become the benchmark for dependable high-class attracts the visitors, because we are the only one in
machines in the textile printing industry. While talking the industry offering such a solution.
to TEXtalks at Techtextil, Tony NASCHBERGER
briefed about new technologies, the idea of industry TEXtalks: How do you see the future of technical
4.0 and sustainability to Zimmer. textiles?
Tony NASCHBERGER: I think everybody is going for
TEXtalks: What solutions is Zimmer providing at technical textiles, because we see the range of
Techtextil? applications growing very fast. All our customers are
Tony NASCHBERGER: We are providing solutions in the looking for a way to become more individual in
fields of printing and multipurpose coating systems, comparison to the mass printing and coating market.
using the ‘Zimmer Magnet System PLUS’. On the We see also a very good potential for digital printing
coating side, we also work on digital coating and and coating on technical textiles. AD
functionalization technology. Here we furnish the
substrate with specific functionality like waterproof, TEXtalks: What does sustainability mean to ZIMMER
antibacterial, fire resistance and so on. Chemicals AUSTRIA?
and other liquids are applied using our digital Tony NASCHBERGER: I think sustainability is not just a
technology. On the printing side, ZIMMER AUSTRIA temporary keyword. I think every company is in need
offers the high-quality and high-performance screen of sustainability, because companies will not survive
printer ROTASCREEN, built at Zimmer Klagenfurt. without sustainability.
COLARIS is our family of digital printers using up to 96 TEXtalks: How does ZIMMER AUSTRIA see industry 4.0
Fuji Starfire® circulation print heads. COLARIS offers an digitalization?
open ink system, and we work with suppliers from India, Tony NASCHBERGER: Concerning 4.0 digitalization, I
Europe, Asia, and America. Our brand new digital VAT think every company is going in this direction.
printing system offers excellent light- and wash Technology is digital, so the whole world will be
fastness. This ink is a joint development between digital - it will come. Either you are going in this
DyStar and ZIMMER AUSTRIA, with perfect properties direction, or you are disappearing.
for home textiles, work wear, uniforms and camouflage.
COLARIS is also used for high-pile applications like TEXtalks: How do you see the Pakistan market for
polyester blankets and tufted or woven carpet products ZIMMER AUSTRIA’s products?
out of polyester or nylon. Tony NASCHBERGER: Pakistan has always been an
important market for ZIMMER AUSTRIA – today
TEXtalks: How is the response from the visitors during especially for denim coating using our MAGNOJET
Techtextil? applicator. On the digital side, Pakistan is not jet so
Tony NASCHBERGER: This show develops extremely important for ZIMMER AUSTRIA, because we are
good for us, because firstly we meet a lot of our more on the high-end side and in specialties. But we
existing customers, but there are also a number of also see tendencies that Pakistan is moving upwards.