supply chain marketing: value creation through the...
TRANSCRIPT
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Supply chain marketing:Value creation through thetextile chainAndreas DornerGlobal Marketing DirectorLenzing Textile
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Value through innovation inthe textile chain
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Textile value chain: Yarn
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Added value on TENCEL
Grimsby / UKMobile / USA Heiligenkreuz / AT Lenzing / ATunder construction
Made in US Made in EU
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Spinning innovation –Air jet and Lenzing fibers
Up to date Air Jet spinning sytems: Rieter J 20 und Murata MVS 870
Lenzing Fibers have the best quality tobe processed on high end spinningmachines like Air Jet
Cooperation with leading machinerymanufactures guarantee LenzingFibers first choice at customer level
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Textile value chain: Fabric
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Value more performance: moisture management for seamless knitswith TENCEL®
Seamless technology for knits:
TENCEL® is suitable for this technology
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Value: Texile Forecasts
Trend informationtrend offices
Stylesight
…
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Trend colorsApparel
Womenswear
Menswear
Lingerie
Interior
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Textile value chain: Finishing
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Innovation in dyeing & finishingSavings (cold pad batch)
T-Shirt made of 100% TENCEL® A100
1/2 Dyestuff1/2 Chemicals1/2 Energy1/2 Water2/3 Processing time
Trouser made of 100 % TENCEL®
1/3 Dyestuff1/2 Chemicals1/2 Energy1/2 Water
Research on the right dyestuffand chemicals safes moneyfor the textile chain
Development of new chemicalsand processing routs
Cooperation with chemicalcompanies
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Denim made out of TENCEL®
stand aggressive finishingStrong aggressive and mechanical finishing requires robust raw material.
TENCEL® is the only man made cellulose fiber which survives the traditional denim process.
Denim process
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Textile value chain: product
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BOTANIC BEDBed linen
Mattress ticking
Comforter
Mattress Foam
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TENCEL in DenimPerformance
Comfort
Sustainability
Skin friendly
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TENCEL DENIM TRENDSLadies Denim
Soft not raw
Skinny Silhouettes
Color INDIGO
Comfort with high stretch
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Blouses Shirting
Skin friendlyClimate controlMoisture absorbentSilky touch
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Wool Blends with TENCEL A 100Lightness
Soft hand
Elegant luster
Summer wool
Natural and Botanic
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Workwear
Skin friendlyClimate controlMoisture
absorbent
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ActiveClimate controlSkin friendlyMoisture absorbentPerformance
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MobilityCar seat
Plastic reinforcement
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Skin care with TENCEL C
100% TENCEL®
Skin repairAdditional Moisture Climate controlCosmetotextiles
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Upholstery
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Textile value chain: Fabric
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Retail / Brand
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Globale Customer focused network
1) per 31.12.2011
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Value sourcing knowledgeGlobal offices help to service global retailers:
Supply chain management
Fabric certification as a guarantee for quality
Innovation meetings – transport product ideas
Merchandising organization
B to B Sourcing plattform (www.expo-tex.com)
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In touch with
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End Consumer communicationLenzing’s blog – social media activities
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End consumer value branding
Gesamt
0
50.000.000
100.000.000
150.000.000
200.000.000
250.000.000
300.000.000
350.000.000
400.000.000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012(est)
2012 - over 350 mio of Lenzing fiber brands in the market
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What´s next ?
Increase end customer perceived benefits of TENCEL
What should Lenzing do to increase your market share and the visibility of TENCEL® at the Global Retail and End consumer ?