WORLD FABRIC OUTLOOK
What will 2020 bring to the world of top-end furnishing textiles?
Just like in past years, this fair season starts in January with the Heimtextil in Frankfurt. We were there too, to see how the firms that will exhibit at Proposte have tackled the first exhibitions of the year and how they have set up the activities for the year 2020 in terms of product trends and offer intended for the big buyers of the sector.
First of all, let us state that the guiding theme for all of our interviewees, and encompassing all product categories, is a single word: ‘Sustainability’. An absolutely correct refrain that, much more than in past years, has appeared real and not staged merely to justify marketing approaches. More than a theme, therefore, it has become an indispensable premise that has taken on various shapes according to the segment of application: the use of recycled yarns, the sustainability of textile materials and processing procedures, the decommissioning of plastic from the packs.
We have interviewed about thirty Italian and foreign exhibitors who we will meet again on the shores of Lake Como in April, and the gist of their answers can be summarised in the word ‘caution’. Each one has plans and projects for expansion – namely in markets and clientele segments, the introduction of new product and research areas – but all are proceeding with great caution because what the new year will bring is almost unanimously undecipherable. All this starts from the not entirely negative numbers of 2019. Last year was definitely not a fantastic one, but the enterprises who declared a drop in turnover can be counted on the fingers of one hand, while most of them reported marginally positive results. The impression we got, except for a few single cases, is that the Italian textile manufacturers will tend to tighten up their ship in order to consolidate their business, possibly by introducing new procedures for making service quicker, by exalting the range of products, by improving focus on the Contract area – while the foreign firms seem to be a little more enterprising in research and in expanding towards possible new sales and marketing areas. The most comforting aspect, although perceived with lightning speed within the Fair context, seems to be the fair amount of activism shown by everyone: no grumbling, acknowledgement that the market is in a complex situation that can be tackled, however, and that can even be profitable if the strategies are right. This is a positive attitude that was missing in the past.
All this is confirmed also by a certain clarity in the short-term fair strategies: being present at Proposte means to take the opportunity to reach out, in a relaxing and sophisticated environment, to the entire top-end and exclusive sector of international buyers within a defined logic of market segmentation and client targets. It may seem banal, but to have a clear idea that the fair-related investment must be built up according to the specific characteristics of each event, is a practice not to be taken for granted, at least not in these recent years. Instead, or at least in our sector, this issue is clear-cut, and Proposte is the proven leader in the global top-end home furnishing textile business. It is an event that also allows exhibitors to present their products specifically to designers, architects and textile printers, and to interpret with clarity the requests and the stimuli of the buyers. Our interviewees have confirmed that this function is being carried out even better since the shift in opening dates in order to dovetail the closing of the Salone del Mobile of Milan. This feeling is common among non-manufacturers too. As you will read in the interview with an illustrious Proposte visitor collected "on air" in the corridors of Heimtextil, the buyers too have highly appreciated the new strategies of the Italian fair.
In short, we can say that the year 2020 is off to a fairly good start. Now come three months of work and then the test at Cernobbio, from April 27th to the 29th, to get an even clearer idea, if possible, of how short-term business will fare.
TRENDS, DESIGN AND DISTRIBUTION
Alexander Lundin: the Italian magic of Proposte
His name is Alexander Lundin and he is a large furnishing textiles buyer. Truly a large buyer, because his firm, Unico Interiors Decoration, that in June will celebrate its 30th anniversary, in addition to being an important furniture manufacturer and to having an operational structure capable of furnishing any home, contract or hospitality interior, is also the leading importer of Italian furniture and textiles in that entire ‘sub-continent’ that includes Russia and the countries bordering the area under the influence of the former Soviet Union. In addition to all this, in the 2020-2021 period, Alexander Lundin will stand as president of the Russian Association of Furniture Complements and Textiles, the country’s major commercial institution of that sector. In short, talking to him is tantamount to talking with the person who runs the interior decoration firm with the largest geographical area of activity of the world between Europe and Asia. We couldn’t miss the chance to ask his opinion about the trade fairs system, about how the Eastern European market – that is so important for our companies – moves, and which are the trends he sees rising in the short term.
Let us begin straight away by saying that our interviewee is the absolute representative of the infinite love Russians have for Italian design and interior decoration. Our production has a noticeable competitive edge but, beware – Lundin warns us – that, for this reason, Made in Italy is constantly under pressure to prove it is one step ahead of the others, without ever leaving the sphere of excellence. This applies to the products and collections as well as to fairs. Lundin visits a large number of events all over the world, but the Cernobbio appointment cannot be missed because Proposte brings together only the top-end collections and constructs the yearly offer of textile manufacturing excellencies. And more. Our interviewee confirmed that he has much appreciated the choice of moving the Fair’s date up close to the Salone del Mobile because this has allowed him to join the visits to the two fairs he is most interested in, and that of better placing the date of the event because in May starts the busiest period for the furniture and interior decoration market.
But what Lundin has defined as ‘the Italian magic of Proposte’ today is suffering from the speeding up of a market that has lost the cadence typical of a decade ago. In the first ten years of 2000, in fact, once a collection had been created one had the certainty of having at least six months of breathing space and originality. Today all this has changed, and therefore the Italian event is under even greater pressure to protect its value and its choice of being the exclusive gathering of the elite of the world’s textile manufacturers. It would be suicidal to change this.
In view of the dominating theme of the German fair, it seems mandatory to touch upon the ‘sustainability’ issue. Lundin explains that in this regard the Russian market is still slightly behind. In Russia there is little awareness of the issue and therefore demand is as yet rather low, but it is a topic that is being brought forward in a pressing manner and therefore, he thinks, it will quickly gain visibility and interest.
As regards the most popular style trends in his area of business, our guest explains that their scope of activity is so wide that it becomes difficult to identify a specific trend. Aesthetic preferences radically change from the large private villa to the international hotel. Certainly, the Russian public clearly prefers the classical themes and the important and traditional textile decoration, while in the mobile and Contract segments the choices are ‘quieter’ and more international: soft and warm single-colour velvets and high-value linings such as nubuck leathers and the entire textile world that is centered around the definition of ‘Alcantara’. Obviously, a lot of this depends on the price range we are talking about. Today the Russian public is layered too. This means one must be able to offer different price alternatives because, if in the past only large financial resources allowed clients to approach a more Western taste in upholstery – especially the Italian style -, nowadays even the less wealthy consumers ask for valid alternatives. In short, people are the same the world over, although Lundin at heart remains attached to Italian excellence and exclusivity ... and to "the magic of Proposte".
MADE IN PROPOSTE
Photo gallery of Heimtextil 2020
25 photographs for 25 exhibitors you will meet at Cernobbio in April. A consistent anticipation of what is being presented in the year that has just begun by the world’s top textile manufacturers and what are the trends they are following in terms of decoration, aesthetics, materials and fabric performance.
01 - Albert Guegain & Fils - The French embroiderer and textile manufacturer, in addition to having an enormous assortment of classical decorative patterns, also interprets and proposes embroidery in a modern and stimulating version, thereby demonstrating that an ancient and traditional technique can be perfectly integrated into more modern and minimalist ambiances. The curtains shown are 75% cotton and 25% polyester on a polyester backing and are created using the ‘soutache’ embroidery technique. They weigh approx. 100 g per metre.
02 - Baumann Dekor - Since 2019 the Austrian textile manufacturer has mainly shifted its focus on cruising and has high expectations regarding this new business area. The new product presented for 2020 is a jacquard decoration fabric called Paradiso and belongs to the Bellezza collection. It is 100% FR (flame-retardant) polyester, weighs 235 g per square metre, is supplied in 140 cm wide bolts and comes in seven chromatic swatch colours.
03 - Casalegno Tendaggi - The Italian curtain manufacturer presents the Fair with a line of pure linen yarn dyed fabrics with 101 colours, all ready in bolts and in stock. This translates into a very high level of service for this product that comes in 335 cm wide bolts and with a weight of 342 g per metre. The line is supplied in two finish versions: traditional and soft feel.
04 – Mario Cavelli - With a stand dominated by the theme of recycling, among the various novelties of the curtain manufacturer from Brianza we have chosen to photograph the new pure linen Class 1 flame-retardant collection created using the natural treatment called COEX. The collection includes yarn dyed and natural linens featuring the typical weaving patterns, evident and almost three-dimensional, of the natural fibre. Weights around 150 g per metre and bolt widths of about 300 cm.
05 - Crevin - The Catalan manufacturer in 2020 presents a focus on shades of colour created using mixtures of multicolour yarns on high tensile strength and abrasion-resistant textiles, expressly dedicated to the furniture industry and featuring a unique and innovative weft. So, here is Ito, a 100,000 Martindale cycles bouclé 140 cm wide, made of 71% polyester, 20% polypropylene and 9% cotton.
06 - D'Etoffe - Zolfo is the name of one of the many novelties presented by the Tuscan textile manufacturer at Heimtextil. It is a 83% viscose and 17% polyester velvet jacquard with viscose pile, destined for the Contract market, weighing 790 g per metre and supplied in 140 cm wide bolts.
07 - Manifattura Tessile di Nole M.T. - In the vast range of fabrics produced by this Piedmont manufacturer, 2020 gives generous room to the collections linked to the Sustainability theme. Velvets and fabrics crafted with Gots certified organic cottons and often used in mixture with recycled polyester yarns. The picture shows a series of new proposals all featuring the colour red and environs.
08 - Güleser Tekstil - For this Turkish company, the main passwords for the strategies of these coming years aim at textiles with significant percentages of highly recyclable natural fibres. For the Frankfurt-located event, we have photographed Stenay, a jacquard with a geometric decoration and obtained using 52% cotton, 21% polyester and 27% viscose chenille. It weighs 530 g per metre and is 140 cm wide.
09 - Imatex - The stand at Heimtextil of the Lombard manufacturer this year is a veritable celebration of bouclè in all of its forms. Lots of wool in the fabrics, often mixed with linen in the more precious proposals or with acrylic for the weaves designed for the Contract sector. Highly variable weights - from 600 to 1200 g per metre – in fabrics made to interpret the solid colour concept in an original and different way.
10 - Francisco Jover - Highly active on the research and sustainability front – it produces ¾ of its industrial energy using (solar and gas) renewable sources as well as by reusing the exhaust steam – this Spanish textile manufacturer presents an anti-electrosmog fabric called "Stop Radiation". With an average absorption value of 30 dB in a frequency range from 400 MHz to 3000 MHz, it helps humans protect themselves from radiation by screening the electromagnetic field at high and low frequencies.
11 - Libeco - After a good 2019, the Belgian manufacturer opens 2020 by insisting on the eco-sustainable access of its products and processes. The fabric it presents – dedicated to the decoration and light contract sectors – is made with a fresh and performing mixture of linen and polyamide.
12 - Martinelli Ginetto - The universe of "I Pronti" of the textile manufacturing group from Val Seriana is vast and capable of meeting the demands of many user profiles. It is not by chance that, next to many home furnishing textile proposals, there are also solutions ideal for the curtains sector. Cottons and linens mixed with Lurex and polyester diversify the weaving effects, the feels and the weights. All fabrics are 300 cm wide.
13 - Neutex Home Deco - In addition to being a completely integrated and verticalized company, this German manufacturer is highly sensitive to new communication technologies in contact with the clientele. In 2019 it developed a specific application in order to send its clients its catalogue in digital format and therefore make ordering easier. The fabric it has highlighted this year is called Serenade and belongs to the 2020 Spring Collection. Serenade weighs 179 g per metre, comes in 13 chart colours and is 145 cm wide.
14 - Parà - The photo we took to illustrate the new products presented by Parà is dedicated to Myrto, a line of dobby-weave piece dyed polished fabrics made from 57% cotton and 43% linen, weighing 420 g per square metre and 140 cm wide.
15 - PIF - The Moroccan textile manufacturer based in Casablanca proposes a new jacquard fabric that expands its offering for the Contract sector, and, more specifically, the flame-retardant line. The fabric, designed for the outdoors, is 100% Trevira CS. The strategy of the Moroccan enterprise in 2019 was aimed at widening its hotellerie and hospitality activities in China especially. This strategy seems to have been successful and should be confirmed in 2020.
16 - Pozzi Arturo - A series of new piece dyed chenille from the Lombard manufacturer. To the left we see Stuart, 51% viscose and 49% cotton, centrally there’s Beth to Basket, a viscose, polyester and cotton mix for a geometrical jacquard, and to the right Mamas, a false plain/striped fabric made with 45% acrylic, 33% polyester and 22% cotton. Weights vary from 580 to 800 g per metre and width about 140 cm.
17 - J.A. Raymakers - The Dutch textile manufacturer insists in making fabrics and velvets prevailingly made of natural but high-performance materials for the Contract market. Here it presents a high-performance velvet made of cotton (76%) and polyester (24%) that is creaseless, highly abrasion-proof (35,000 Martindale cycles) and flame retardant thanks to a finishing treatment using acrylic-starch gel on the back of the fabric.
18 - Redaelli Velluti a Division of Marzotto Lab - From the textile brand of the Marzotto universe, a presence at the fair in tune with the Sustainability theme. The most important process is Cinque Terre, a natural dyeing process achieved using biopolymers that guarantee performance and very high resistance to light. An entirely Italian technology.
19 - Sirio Tendaggi - The Lombard manufacturer works in close contact with its spinner partners and the curtain we are showcasing is proof of this. In fact, the fabric is created ad hoc using the mouliné technique and the texture of this wool (40%), linen (40%) and silk (20%) warp fabric is especially delicate thanks to the presence in weft of different (multiple tension) threads. The curtain weighs 170 g per square metre and is 300 cm wide.
20 - Spinelli Vincenzo - New jacquard creations with an elegant base of silk mixed with cotton, viscose and lurex, dedicated to interior decoration and upholstery as well as to the wallpaper sector using the lighter fabrics. Based on a colour chart that varies from 12 to 25 proposals, a series of coordinated patterns with weights varying from 300 to 350 g per metre and a fixed width of 140 cm.
21 - Standfast & Barracks - The English manufacturer, the indisputable master of printed fabrics, comes from a past year of excellent results and is optimistic about the year that has just begun. Here it presents a new digital printing product. The printed pattern is called Athena and is a rich and full pattern suitable also for rather important supports and fabrics made with evident wefts.
22 - Manifatture Toscane Ta-Bru - The Tuscan company specialised in interlacing presents several new products made of totally natural cellulose fibre that are perfectly dyeable (piece dyeing for this particular line). These proposals weigh between 400 and 600 g per metre and are all 140 cm wide. Where the interlacing uses variable thickness strands, the process is coupled with Gots certified organic cottons.
23 - Torri Lana 1885 - From the Bergamo manufacturer we present a selection of fabrics that are very full but feature extraordinary softness. Micro bouclés made with natural yarns – prevailingly wool – with weights varying from 600 to 1200 g per metre and 140 cm wide. These highly resistant fabrics are perfectly adaptable to the Home or Contract markets.
24 - Dina-Vanelli Tekstil - A timeless classic of textile patterns, the pied de poule, is set by the Turkish manufacturer in a rather large size on a background fabric consisting in 35% of acrylic fibre, 30% of polyester, 20% of viscose and 15% of cotton. A heavy fabric weighing 825 g per metre and 140 cm wide.
25 - Viganò - Among the many novelties presented by this Lombard manufacturer, we have chosen a brand-new collection of GRS certified recycled wool fabrics. There’s something to suit every taste: solid colour fabrics, laminated fabrics, digitally printed or quilted fabrics. The color swatch features seventy solid and melange colours. The fabrics’ weight ranges from 400 to 500 g per metre and their width from 140 to 150 cm.
WORLD FABRIC OUTLOOK
The upcoming yarn
When talking about fabrics one inevitably ends up talking about fibres and yarns. The same happens when talking about innovation and evolution in the textile industry. In short, regardless of whether it’s furnishing or clothing, the high end of the production chain in our sector - that in which one finds the most important raw material or semi-finished product of the entire process - in one way or another is always the leading actor on stage.
This justifies the need to understand what the situation is with the production of yarns, the research in the field of raw materials (be they natural, artificial or synthetic), and, most importantly, what the outlook is for this sector. To achieve this we have asked the opinion of one of Italy’s most distinguished and competent figures in the field of textile development and research, Aldo Tempesti, who since 1998 has been the director of TexClubTec (Italian Association of Technical Textiles) and today is in charge of the research and innovation area of Sistema Moda Italia and is Cluster Manager of the Italian Technology Cluster "Made in Italy".
Q. - Mr. Tempesti, let’s start by painting a picture of the current situation concerning materials and yarns…
A. – In order to understand where we stand at the international level with the production of and research in yarns, we must take a step back and briefly relate the history of the last few decades of this sector. Let us say that in the 1980’s the large chemical groups were veritable giants that dominated the market and called the shots. The R&D of these groups would create new raw materials and place them on the market that was then supposed to find possible applications for them. When these giants started breaking up, a period of chaos ensued, creating some disorientation in the users of the chain downstream. After a necessary period of adaptation, the end users themselves became drivers of innovation by indicating to the teams of producers the lines of research to be developed based on market requirements. Thus we went from the classical ‘product oriented’ situation to a more modern ‘customer oriented’ one. This evolution has led us to pay greater attention also to global environmental issues, seeing that they have become pressing and urgent and that the pressure comes from the ‘bottom’ and doesn’t fall down only from the heights of the marketing departments of the giants of the chemical industry.
In the last few years we have seen research focus ever more intently on whatever concerns sustainability, recycling and environmentally compatible processing procedures. Very simply put, if we consider the set made up of natural/artificial/synthetic fibres as a straight line with three stops precisely in that order, we could say that research is pointing increasingly towards the centre in order to find a solution to the issues met with when operating at the ends. This means more artificial fibres in order to lessen the problems arising with natural and synthetic fibres. This is an absolutely general picture, however, that leaves room for myriad clarifications.
Q. – Does this mean, for example, that natural fibres are not as virtuous as they seem?
A. – You see, there’s always the need for many explanations when discussing these topics. The problem is not whether cotton is good or bad. It is obviously good, but today we know that the cultivation of many vegetal raw materials may create issues too when related to the planet’s general conditions. It is not by chance that the European Commission within the Horizon for Europe (2021-2027) program is financing a large number of study and research projects pertaining to sustainability. Take cotton, for example. What with pesticides used, high water consumption, large cultivation areas, the question arises as to whether there could be some alternative natural materials that have less impact on the environmental system. Similarly, as regards synthetic fibres, the issues concern their disposal and possible reuse and recycle. But let’s take one thing at a time. Within the sphere of natural fibres, much experimentation is being made with materials alternative to cotton and that have less negative impact when cultivated, from all points of view – i.e. fewer pesticides and less water – and that, in Europe, are already being cultivated on our lands. I’m talking about flax and hemp. And not just them. The fragmentation of the giants I was talking about before, along with the "4.0" evolution of enterprises, has allowed for the blooming, in Italy too, of a set of extremely interesting start-ups proposing absolutely cutting edge projects. I am thinking of a new enterprise in Sicily that is working at the production of an artificial fibre obtained from orange peel, or even another firm also in Italy that is conducting advanced research in the production of fibres made from wine processing waste. Another very interesting project is the one regarding the improvement of the production process and of the application of fibres made from weeds, such as nettles.
Q. – You have mentioned "Industry 4.0 and Digitization". Very popular topics. Are they important in the textile sector too?
A. – They are fundamental. Their importance is due to the fact that they are the main tools in providing small and medium-sized enterprises with the means for meeting the needs of a market that now features small quantities and short delivery times but wide ranges of requests and applications.
And more. Digitization allows for the birth of small companies that study and design entirely computer-aided processes - comparable to a sort of evolved and modern craftsman that uses new technologies – but also allows large-sized companies to plan the production processes focused on increasingly smaller and diversified production lots. In this case, I am thinking, mostly, about paint. Then there’s the management aspect. "4.0" allows for a simpler adjustment to the requirements of the circular economy and therefore of the management of waste. Lastly, the digitization of production processes, precisely because it allows to create small production lots, provides an enterprise with the flexibility and speed required to dialogue fluently with the world of design. In short, "Industry 4.0 and Digitization" allow to create new business models indispensable for the survival of the textile industry.
Q. – Let’s talk more about the future of fibres and yarns. You have spoken about the natural ones, so now let’s look at the synthetic and artificial ones…
A. – Let us say that in this field the passwords could be two: as regards polyester and polyamide yarns, research is being conducted on bio polymers that limit the use of fossil-based raw materials in favour of renewable resources. This means we can say that, once again, we are shifting away from the synthetic towards the artificial. The other password is ‘recycling’, a topic pertinent to all phases of the production processes. The challenge consists in reutilising end of life products instead of what is usually done, namely downgrading them and throwing them away instead of upgrading them and giving them new life. The latter concept applies to anything, such as polyester that, once retrieved and treated, is transformed into new chips that are used to make yarn again, or the dust resulting from the processing of marble that they are attempting to use to colour the fibres. Without moving away from Italy, here is another example: there are sunshade producers that retrieve and recycle production scraps to make new shades, thereby limiting to the utmost the environmental weight of textile waste.
Q. – In conclusion, you have painted a rosy picture full of investments and innovation. Are you really that optimistic?
A. – It’s not a question of optimism. Your question was, where is research on fibres and yarns going, and that is what I have described. We still have to see what will become truly applicable and what will remain just a dream. The trends, however, are exactly those I have described. There is also a question of inevitability: it is an indisputable and uncontestable fact that the European industry, and the Italian one in particular, must remain state of the art in terms of production processes in order to provide the market with efficiency, innovative solutions and flexibility. Another inevitable fact is that the main problems to be solved for the world’s textile supply chain, at a global level, regard the sustainability of the natural raw materials’ cultivation processes, the increasingly lower use of fossil-based raw materials (oil and its derivatives, editor’s note), the recycling and management of textile waste. These themes are essential and are the objectives of our research and innovation activities, both as Sistema Moda Italia and as Technology Cluster "Made in Italy".
TRENDS, DESIGN AND DISTRIBUTION
“Mare textorum”, or: is there a Mediterranean textile?
In its DNA, Proposte has the mission of being the selective and international exhibition of high-end furnishing fabrics and curtains. We can boldly state that Italy is the absolute leader in this segment but it is not the only player in existence. Indeed, more than half of the exhibitors of the Cernobbio event come from other countries and, when reasoning in terms of manufacturers who work in the countries bordering the Mediterranean sea, one discovers that they are definitely a majority. The question therefore arises as to whether there exists a common trait, a sign of shared history or elements of contiguity that may point to an absolutely millennial textile tradition shared among the different inhabitants of the shores of what the ancient Arabs and Romans called "The White Middle Sea" and "Mare Nostrum" (Our Sea). In seeking an answer, we put a few questions to Nabil Tazi, the manager of PIF Textile, a Moroccan textile enterprise leader in Morocco in the decorative furnishing and upholstering textiles sector.
Q. – Let’s start with a brief history of your firm; you are a family enterprise but also a large-sized company...
A. - Certainly. PIF Textile is the leader in Morocco in the production of high-end upholstery and decorative textiles, although we are not solely a textile company but rather a vertical and complete industry. PIF is an acronym from the French words for "production", "printing" and "finishing". Our firm was founded in 1975 and exports to over 40 countries across the world. Our philosophy is based on timeless designs for high-end products and on modern and efficient service, translating into pre- and post-sales assistance, fast sampling capacity and a ‘customer first’ approach. With our long family tradition we have always cultivated and kept long-term relationships with our customers. This for us is a highly precious value that, together with our vast inventory of yarns and products, makes us a reliable and constant partner for our clientele. Our vertical integration, based on yarn dyed and piece dyed fabrics and finishing units, plus the weaving output of 120 looms, allows us to meet any requirements coming from the home sector or the contract sector. We guarantee not only the availability of a very wide range of colours but also superior quality. Our collections can meet the demands of any kind of client, from upholstered furniture manufacturers to interior decorators and all the way to outdoor fabric dealers, including the most technical and highly performing ones for the Contract world (mostly flame retardant Trevira CS).
Q. – Which aesthetic and colour trends are you preparing for the 2020 sales season?
A. – We export our products all over the world, and therefore we are always diversifying our quality and the styles of our textile creations so as to meet the needs of the widest range of clients possible. Some of our collections could be defined as Chic & Modern, with elegant decorative patterns and very soft colours, ideal for dressing up luxury interiors or sophisticated mansions and hotels. We take special care in our weaving and finishing processes, offering sometimes for the same fabric proposed various qualities of yarn (ranging from natural fibres to the Trevira CS proposals for Contract clients) in order to show our clients that in every version, even the most technical and flame resistant ones, we can ensure feel and effects that are similar to the natural products. We also have more vivacious and trendy lines with bright colours and more distinctive graphical and decorative patterns, such as the ethno-chic or the pop–modern patterns. As regards the outdoor sector, we have obviously very technical and highly performing collections (Trevira CS) offered in a vast range of strong and solar colours, ideal for decorating outdoor spaces on cruise ships or in comfortable interiors.
Summing up, our textile tradition is closely linked to natural materials. Precisely to this end, we have developed many textile lines designed to meet the requirements of an environmentally responsible industrial and commercial dimension that uses recycled materials (cotton in our case).
Q. – Could one say that there is a "Mediterranean" fabric, or a style, a decorative fil rouge linking the textile worlds that historically look out onto the shores of this Sea located between Africa and Europe?
A. – Historically speaking, the Mediterranean area has been the cradle of human civilisation. Its art history is very rich and has influenced humanity since the beginning. A Mediterranean fabric certainly has a highly faceted dimension and authenticity. This is how we can evoke many Mediterranean arts, such as Byzantine, Roman, Greek, Moorish, Egyptian, Iberian, and so on. All of these influences have been represented by means of home fabrics and interior decorations. One can simply evoke the impact of certain regions or cities of the Mediterranean on the history of textiles, like Damascus, Toile de Jouy and many others. So I would most certainly say that there is an aesthetic fil rouge linking these textile traditions. Many textile manufacturing firms, however, cherish a sort of ‘genius loci’, of local industrial and manual skill that others struggle to achieve.
Q. – How much of the immense textile and decorative traditions of the Arab world do you propose and insert in your collections?
A. – As a Moroccan company that has contacts also with the Middle East, we sometimes receive requests for the reproduction, through our own sensitivity, of an interpretation of authentic documents that portray Arabic geometric patterns or "Zellige" mosaics. It is always a pleasure to live this kind of experience, to feel the size and impact of such a rich and gratifying decorative custom.
Q. – As regards fibres and weaving techniques, which ones do you prefer? What does the international buyer ask of you when it contacts you?
A. – The core of our firm and of our work consists in creativity and in product development. Our long-standing experience in furnishing textiles helps us in translating the clients’ needs even when the expectations are very high. It is always a gratifying challenge when we succeed in meeting the requirements of our clients. In order to obtain these successes, however, we must closely listen to their demands, comprehend and feel the cultural background they are expressing and transform them into a product that will be appreciated over time. This process requires that the partners share mutual comprehension, trust and consideration. This is the key to the success of any long-term relationship.
Q. – What do you think of Proposte and, in your opinion, which role can it play in the global market?
A. – The personality of Proposte is clear and well defined: it is the exhibition of furnishing textiles of the international elite players of our sector. This means that its role is to maintain the level as high as possible by selecting the best high-end firms so as to keep on being the “trendy event of trends" throughout the world.
TRENDS, DESIGN AND DISTRIBUTION
Tradition in textiles as a global value
In the history and tradition of European textiles, there are many countries that can boast to have played an important and characteristic role next to Italy. In the past, textile manufacturers were spread throughout the continent. With the passing of decades, however, and especially in the second half of the 20th century, many nations saw their textile manufacture transform from factories to commercial and distribution outlets. One country that survived, at least in part (apart from Italy, obviously), is Belgium that has a solid textile tradition, especially in the field of furniture upholstering. Who can say they have never heard about ‘Flemish cloth’, which in Italy is often simply known as ‘Fiandra’ (Flanders) not to indicate a region in Northern Europe but the type of cloth itself, used to embellish an important dinner table for instance?
A historically famous Belgian linen manufacturing company represents the heart of the textile industry in Northern Europe. This makes it the perfect starting point in our exploration of the trend and market indications expressed by the exhibitors at Proposte coming from that geographical area. They are industries, factories, textile families that have not only a solid background and outlook but have also defined the style and the trend of global textile furnishing by creating very precise and successful aesthetic models.
Here we are, ideally transported to a place halfway between Bruges and Brussels, at the Nelen & Delbeke mill, an historically famous Belgian firm that since 1923 has been championing the tradition of Flemish cloth. This industry, that is on the brink of celebrating its first century of activity, has seen a succession of three generations of Nelen and four of Delbeke with a type of management that is still ‘family based’. This is practically a dynasty of absolute value founded on linen and therefore proudly exhibiting at Cernobbio for Proposte and at Frankfurt for Heimtextil.
What we wanted to know, first of all, was how similar or different are, in our textile companies and in those of Northern Europe, the typical dynamics that make up the activity of a textile industry, from the creation of the collections to the choice of trends, from the approach to the global clientele to the competition on the international markets. In short: here in Italy we continuous speak of and exhibit the ‘Made in Italy’ concept, but outside our borders, when considering the manufacturing firms of value, can one speak of ‘Made in … their country’, or are other marketing levers being used?
One must say, first of all, that in the case of Nelen & Delbeke the similarities with the activity of our Italian firms are much more evident than the differences: namely, tradition, textile industry experience, high quality fabrics and materials, exclusive cloths, historical references. In other words, allow us to playfully state that, if it were not located in Kruisem, this Belgian textile factory could easily be located in Brianza!
We put a few questions to Liesbeth Imschoot, who in Nelen & Delbeke works in the commercial area, in order to better comprehend and picture their activity starting with the questions pertaining to trends and products.
Q. – What are the main aesthetic and material trends you are proposing in your next collection?
A. – Our history and our expertise has always been based on linen, which plays the leading role. This is why, regardless of the aesthetic and of the decorative and colour choices we make, it is always the natural material and how it is woven, the choice of yarns and of the weaving and finishing processes, that define the trend indications. Even when we venture outside the classical realm of our Flemish linen, our research focuses mostly on the discovery and use of structured yarns of great value and naturalness, obviously, such as jute and wool.
Q. – Is there still a precise and recognisable profile of the famous ‘Flemish cloth’ on the market or has it become a historically obsolete definition?
A. – Oh yes, it still exists. In this respect, we still receive lots of requests and the desire for reassurance from our clients. It is still a very important added value as regards the success of our collections, and the origin of our yarns is always one of the first aspects our clients verify. And more so, the fact that we are a company that still uses Flemish linen very often sparks the desire for contact and curiosity in our clientele that does not know us well, and gives clients the opportunity to delve into the origin and history of natural fibre. So, for us it’s a primary defining factor: flax has always grown in Flanders and we are proud to process it.
Q. – Do you propose a universal ‘Nelen & Delbeke’ style, or do you adapt the collections to the requirements of each market you operate in?
A. – Suffice it to say that we apply both strategies. We start from the assumption that linen has its own typical appearance and consistency. We all know, for example, that linen is fresh in summer and warm in winter, that its feel is exalted mostly by relief weaving techniques. So, clearly, the profile of our collections has a unique personality and is recognised everywhere. Nelen & Delbeke is a linen manufacturer, and this is so throughout the world. What is also true is that we focus with great care on the clients’ requests, and we are willing to create totally customised products, even on an exclusive basis, from the chosen collections. This means, in this case, that we perform veritable ‘localisations’ on the design and composition of our products.
Q. – Your company is on the brink of celebrating its centenary. You have never abandoned your linen-based approach, but do you think that in recent years the clients’ relationship with natural materials has changed?
A. – If you are referring to the clientele’s loyalty to the natural material fabric, then I can say that it has been and is still thriving after all these years. We have a loyal and faithful clientele. Generations change but the familiarity with linen fabrics and the reliability we guarantee as a company are persisting values. There is a strong traditional component in all this. Obviously, though, we cannot base everything on preserving our clientele. We must always propose innovation in order to attract new clients and new generations. Hence our research to discover new yarns. We are conducting much research, for example, on texturization and on the ensuing weaving processes, on new ennobling and finishing processes so as to add stimuli and provide innovative values to our products. In short, quality is the constant value and is what makes the client come back, while the collections expand and evolve and trigger curiosity. I believe this is the reason why we are growing especially in the field of furniture manufacturing.
Q. - Jacquard, textured fabrics, false plain or plain solid colour textiles: what do your markets of reference demand the most?
A. – Historically speaking, the more simple cloths are those that are best suited when flax is the main material, and indeed they have always led our sales. This said, our mission as weavers has given us excellent expertise in jacquard, resulting in highly decorative products in our collections, featuring predominant patterns, small all-over decorations or the more classical textured fabrics made on dobby looms.
Q. – Within the market segment you refer to, is price becoming an increasingly important variable?
A. – I am aware that on the global market today the price is becoming an increasingly important variable that alone can determine the success or failure even of previously solid businesses. Our clientele, however, knows we base our business on linen and that therefore we are tied to a fiber that grows naturally and whose price is subject to the quality and quantity of each year’s harvest. Consequently, we can only partially establish the final price of the cloth that cannot be considered an absolute distinction. This factor partly limits our work but, to tell the truth, it somehow protects it too, because any client knows this state of affairs and cannot ignore it. It is not by chance that the market we are aiming at for important growth is a rich market with high economic availability: the United States of America.
MADE IN PROPOSTE
Before giving you the report from Germany, here are another few anticipations for 2020…
While waiting for the final press release that will sum up the 50th edition of Heimtextil, to be used to draft our own report on the event, on the exhibitors and on the collections seen, let us talk some more about the companies that have described their trends by anticipating their collections for the year that has just begun. In this article we have photographed some new creations of the Italian firm Lodetex, of the Indian firm G.M. Syntex and of the Turkish weaver Vanelli. These three firms are all located in geographically distant locations but perfectly illustrate how Proposte is truly the global synthesis of the best firms in terms of furnishing fabrics and curtains. And this is the real success of this event: without anticipating anything, I can say that I have heard the opinions of several prestigious visitors of both Heimtextil and Proposte, and the opinion that the event in Cernobbio is truly the synthesis of what is tops in the global production of home textiles is not just common, it’s unanimous.
This said, here is the story behind the pictures. Let’s start with the Lodetex creations. The company, located in the environs of Varese, in creating its new 2020 collections intended to meet the rising demand of its Contract and home clientele for environmentally friendly fabrics. With this in mind, the company invested significant resources in researching ‘green’ raw materials (antimony free, recycled, etcetera) and increasingly energy-saving production processes. It followed the same strategy in its search for dyeing and finishing products having the lowest environmental impact possible. All this is based on the consideration that sustainability concepts are now considered to be vital and that over the next 5 years their importance will continue to rise. It is not just a question of production process sustainability however. The aspect on which Lodetex is focusing is that which will allow to recycle the products at the end of their useful life (cradle to cradle).
In terms of trends, the company makes weighted and distinct choices. For the collections dedicated to the Contract world, the aesthetic and colour choices fall on blue indigo hues and intense colours that integrate the more neutral and classical colours, while for the lines developed with the textile printing and home interior sectors in mind, the colours become softer, starting with the whites, the beiges and ending with the more sophisticated blush pink, mauve and classic blue. In general, Lodetex’s research in yarns and weaves has aimed at obtaining innovative fabrics, with special focus on feel and on more special looks: weaves and materials that guarantee three-dimensional effects, unusual cuttings aimed at obtaining new transparencies and finishes capable of creating soft embossing and well-being. In order to illustrate these indications, we have photographed two new products: the curtain fabric Star Light White, made of 100% Trevira CS (width 310 cm) featuring a jacquard pattern with a delicate vertical design on a base of light gauze, and the fabric Est 3, also made of Trevira CS, a decisively heavier jacquard, suitable for decoration (width 320 cm) with a complex abstract design and nuances of colour that are alternated with small white insertions.
From the environs of Varese we can imagine taking a long trip to reach India and the G.M. Syntex textile factory that, in a little more than twenty years – from the production of women’s clothing collections, just in 1999, it changed to home furnishing textiles - , has become a top player on the international scene with a powerful verticalized structure based on 300 looms and two thousand employees. G.M. Syntex’s trends, veritable moods, for the 2020 collections focus on soft tones and on Nature as the evoking element that links together the various decorative proposals. The keywords of the collection are simplicity and craftsmanship, in search of an immediate and instinctive tactile and visual contact with the cloth using floral patterns, natural textures, animal and abstract decorations. The colours play with the white, camel and beige hues as well as varying shades of terracotta and browns. In general, warm colours sometimes blended with soft greys.
To support this description we have photographed two cloths. The first is called "Cosa" and is a 54% cotton and 46% regenerated wool jacquard mix, intended for decoration and produced in 140 cm wide bolts, with a delicate flora/tropical pattern on a solid colour background, available in various soft colour versions. The second is called "Chico" and is a cloth made on a flax and viscose base (width 140 cm) with an all-over cotton embroidery and overall delavé effect. This creation has a rather evident and three-dimensional pattern with a highly pleasing final effect.
A few thousand kilometres in reverse and we stop in Turkey, in Bursa to be precise, where we find another international leader in furnishing textiles: Vanelli. Once again, a verticalized business that manufactures textiles starting from the yarns, then weaves them and produces collections for all kinds of applications, from home fabrics to Contract clients with collections that include flame retardant fabrics made of Trevira CS (it has been a "Gold" member of the Trevira CS Club since its creation). We have photographed two fabrics of this major Turkish manufacturer too. The first is an open weave fabric for a medium weight curtain – shown here in white – 65% of which made of regenerated protein fibre and 35% recycled polyester FR. The cloth weighs 790 g per metre and is made available in 300 cm wide bolts. The second cloth, that is heavier and more opaque (955 g/m), is a jacquard made using a complex mix: 70% polyester, 25% linen, 4% viscose, 1% chlorofibre. The result is a cloth that has a very soft and enveloping feel, featuring a pattern with a vertical striping ‘linked’ by horizontal threads that evoke a traditional manual weaving effect. This artisanal effect is also supported by natural and raw colours.
World Fabric Outlook
Sustainable textiles? Can do!
Speaking of sustainability, the big risk is that everyone gets all worked up and emotionally involved but ends up trapped in the abstract realm of ideas with nothing concrete in their day-to-day lives, except perhaps when a big event occurs, almost always having to do with the climate. Environmental issues remain relegated to a sort of abstract haze in spite of the fact that it is quite easy for any of us to look around and see how terribly concrete the problem is. Forget the disaster-movie images of a smog-orange Beijing, just look at how much disposable plastic we use every day and it will be clear that we are facing a question of vital importance.
Likewise—let’s be honest—in our industrial world we pay a lot of lip service to sustainability, but almost as a bothersome yet inescapable imposition when we compose any collection to offer our customers. Costly and taxing, something that has to be planned for, but we do it mainly to survive on a competitive market rather than to continue breathing!
For example, I believe that in textile manufacturing, this happens mainly due to a lack of information, because of ignorance of the true figures regarding the environmental impact of the daily production processes of textile companies. Once again, generalized data are useless: saying that world textile production is second globally among industries that have an environmental impact is pointless because textile manufacturing clothes and upholsters billions of people, houses, cars, etc. And so sustainability becomes mainly a high priority marketing topic.
We have to hand it to Confindustria Moda and Sistema Moda Italia (SMI) for giving the topic the attention it deserves during a conference last October 4th in Milan, where two systems for assessing the environmental footprint of a product or process were presented: Product Environmental Footprint (PEF) and Organization Environmental Footprint (OEF). Credit for this effort goes principally to the SMI Sustainability Commission, chaired by Andrea Crespi, president of the SMI Sustainability Committee and CEO of Eurojersey. The Lombard company is a world leader in the production of warp-knit technical textiles, but, most importantly, it is the first textile company to begin addressing the issue of organizational environmental impact, this back in 2007. It is thus a case history to be studied with particular attention, both by companies seeking to understand what it means to dedicate themselves to a project of this nature, and by customers so that they can be duly aware of the manufacturer’s efforts to effectively assess the sustainability of its actions. The figures might seem boring, but in this case they are the best way to get a real sense—beyond marketing claims—of an organizational plan that is truly more sustainable.
Eurojersey has implemented a unique and virtuous industrial model to promote a set of practices and technologies to reduce the consumption of water, energy, and chemical products, and the production of wastes. Manifesting its concern for the environment through a verticalized, completely Italian-made production cycle, it controls the entire production process, constantly monitoring the results of its environmental commitment.
It is obvious that such an effective project can only optimize its outcomes with vertical management of the various production processes. This is a condition that is rarely observed in the furnishing sector because the industry is increasingly organized on the basis of a network of specialized companies. However, this matters little because what we want to highlight here is precisely how a virtuous industrial model not only brings advantages in terms of respect for the environment—and all the positive marketing outcomes that cynically derive from it—but also concrete cost savings with clear benefits for the income statement.
So let us have a look at these numbers, which are the fruit of the study that has prompted the Lombard company to certify its environmental footprint using the PEF method, with the PEF 019/19 certification obtained from Certiquality in April of this year.
There are two clear keywords in the company mission statement that express the basic concept behind this project. First and foremost the noun “reuse”, a key term in water savings that has led to reduction of an impressive 30 million liters of process water over the past year and translated into energy savings of over 200 TOE (tons of oil equivalent). Additionally, thanks to the latest efficiency enhancements, the company has reduced its consumption of natural gas by some 350,000 cubic meters, corresponding to 700 fewer tons of CO2 emissions. The other keyword—in this case a phrase—is “massive wastage reduction”, meaning reduction in production scrap, optimization of dyeing and printing methods, and careful management of packaging. This has all contributed to the achievement of significant results, such as yearly savings of 4,000 meters of plastic wrap and 9,000 cardboard tubes.
With its PEF certification, instituted in 2013 by the European Union’s Joint Research Centre (JRC) as a recommendation for all European companies, Eurojersey assesses the environmental footprint of its entire production process, measuring 16 indicators, including the amount of energy consumed to power the production process, the carbon footprint, the water footprint, eco-toxicity, eutrophication of fresh and salt water bodies, acidification, and human toxicity.
The water footprint—the consumption of water resources caused by a given human activity in a given geographical area—of one square meter of dyed Eurojersey fabric has been assessed at 1.3–4.1 cubic meters, and 3.01–15.42 cubic meters for one square meter of printed fabric. Considering that the water footprint for one 0.75-liter wine bottle (non-sparkling) is 1.27 cubic meters of water, its impact can be compared to one meter of fabric. The carbon footprint, representing the emissions of greenhouse gases responsible for global warming, shows that one square meter of dyed fabric produces an impact of 1.01–2.77 kg of CO2eq, and a square meter of printed fabric produces 1.43–6.71 kg of CO2eq. The footprint of one kilo of pasta is 2.11 kg of CO2eq. Eurojersey’s energy footprint has revealed that one square meter of dyed fabric produces 17.28–47.07 MJ, and a square meter of printed fabric 23.69–112.82 MJ. This impact is comparable to an automobile in the Euro 5 class, which travels 10 km producing 49.1 MJ.
What environmental cost is hidden behind the economic value of a product? Eurojersey has calculated this value, accounting for the damage caused by carbon dioxide emissions throughout the product lifecycle, at 0.30 euros per square meter of dyed fabric and 0.70 euros per square meter of printed fabric. These costs have been calculated using the cost factor provided by the United State Environmental Protection Agency (USEPA Technical Support Document: Technical Update of the Social Cost of Carbon for Regulatory Impact Analysis – April 2016).
So we have attempted to make our reasoning on sustainability a concrete reality. The awareness that the textile industry exerts an environmental impact and that this impact can be reduced can become a criterion in the customer’s future choices: the price may be important, but with the right amount of rhetoric and pride, doing good for the planet is everybody’s business and we Italians can take the lead in virtuous behaviors, proving once again that we are characterized by excellence in this realm as well. As Andrea Crespi said, “Measuring the environmental performance of the entire production cycle and taking subsequent action to improve it is now a strategic asset for companies in the Italian textile industry and represents a competitive edge on the international textile market.”
OUR SOSTAINABLE PROCESS (file .PDF)
MADE IN PROPOSTE
A first glance at 2020: newly arriving textiles...
How easy (but how monotonous) it would be if the talk of upcoming collections had a clear theme, one that were easy to identify and illustrate. It is no coincidence that, in reality, the famous “trends”, beyond the obligatory poetry to justify the effort, for years now have been nothing more than a reshuffling of all the principal colors, simply reassembled in different arrays with very imaginative titles. But beware: saying “everyone does everything” is a simplistic and superficial interpretation. It is more correct to say: “at the fair you can find everything” because the range of offerings is so broad that you will find pretty much all the possible solutions in terms of aesthetics, materials, stylistic inspiration, and decoration. But this broad range of solutions hides—albeit not very successfully—an extreme amount of specialization by each firm, whether the specialization is a question of market strategy, history, company personality, or something else. There are weavers or drapers that still try to cover every segment, however small, of customer demand in the hope of remaining a key landmark on the buyer’s map, within a rationale of partner more than simple supplier. But business seems increasingly to be moving toward a blend of the two trends: seeking a partnership approach but starting from an increasingly specialized position and thus specific reliability.
And this is precisely what seems to be the most common behavior among the companies taking part in Proposte. This is partly because, according to the comments we have collected, there are few who believe in the possibility of opening new markets in the very short term; everyone is opting for a period of consolidation, of strengthening existing relations. So it is smarter to invest in improving on what one already knows how to do well.
Investments are made in compositional materials and combinations of fibers according to the designs to compose (Luna Home/Clerici & C.) for increasingly challenging and exciting weaves/patterns. Those who are already going strong with natural fibers (Nelen & Delbeke) tend to refine their established materials and experiment with new ones (hemp is increasingly in vogue…). Vivacity of color in any sort of media is the distinctive trait identifying the personality of some (Ratti). And an emphasis on using recycled materials and thus being solidly in the field of eco-sustainable production is one of the most respected approaches (Cavelli).
There are many who talk a lot about this last topic even though—and this must be said—not all are convinced that it is such an important matter for home furnishings customers. Unfortunately—and we say “unfortunately” because we were hoping that the high end of home fabrics and drapery consumption was somewhat above the tactics of an all-out price war—the thing underscored by everybody is the fact that the price variable is what consumers watch and consider most closely. A heavy disincentive to any form of investment in research and development of new products.
If we take a good look, things have not changed substantially with respect to past years: nevertheless there is more focus on the difficulties. There is a vague sense that it will inevitably become increasingly difficult to survive in this market. We will see if this impression is borne out after the fairs. We dearly hope not!
So let us begin to take a look at the fabrics we will see this coming year.
We will start with Cavelli. The Lombard draper puts the accent on two themes: the prominent use of recycled materials and fibers, and a collection using the trendiest natural material, hemp. Very similar in effect, weight, and degree of transparency to pure linen, hemp is offered in eight natural colors and distributed in a width of 310 cm (Photo 1). The other two creations are blends of polyester with a high percentage of recycled material—more than 50% overall. One is a heavier version, at 160 grams per square meter and a width of 300 cm in a jacquard weave (Orvieto collection) and five colors (Photo 2). The other—Ravenna—is lighter, 85 grams and 330-cm wide, available in sixteen different solid tones (Photo 3).
Moving on to the colors and prints of Ratti—and others as well, as we shall see—the producer from Como proposes a trio of very different creations that still bear some kinship to one another in the undeniable power of their colors and decorative motifs. We start with a medium-weight (615 grams) jacquard velvet in a viscose-cotton blend (64%-36%) offered in the classic width of 140 cm (Photo 4), made using a screen printing technique (combination of metallic pigments and reactive dyes) and with an excellent Martindale score (50,000 rubs). Next is an elegant and refined fabric known as Toro, a decoupé jacquard in 100% polyester, rather lightweight (324 grams per linear meter) in a width of 150 cm (Photo 5). The last novelty we mention from Ratti is a fabric with very vivacious colors and decorative motif that hews closer to the the company’s traditional products: a pure linen cloth weighing 340 grams per linear meter, sold in a width of 140 cm and characterized by a digital print (Photo 6).
Let return to the realm of jacquards to admire a fabric named Vintage presented by Clerici Tessuto & C. in its Luna Home collection: a full weaving width jacquard measuring 140 cm from selvage to selvage. The design is a contemporary CAD-interpretation of a 1970s-style decorative theme exhibiting a faded pattern that enhances the overall effect. A proposal for upholstery is the decoration in 81% cotton and 19% polyester, weighing 449 grams per linear meter (Photo 7).
We conclude this first taste of what’s in store for 2020 with a look at the creations of a grand European producer that has always worked with the most refined and sophisticated natural fiber: linen. We are talking about the Belgian Nelen & Delbeke, who are introducing two weaves having different weights but both heavy and meant for use as upholstery. They are both rather grossier flatweaves exalting the three-dimensionality of the linen fibers. For the coming year, the firm from Kruisem will present three searchable color proposals for their linen fabric: earth tones (from natural to rust and brown earths), deep, rich colors (green, dark blue, ochre, brick), and vibrant colors such as purple and turquoise. The two fabrics in Photo 8 are a “Dark Green” weighing 1,100 grams per linear meter (width 140 cm) and a “Faded Natural” weighing 940 grams per linear meter (width 133 cm).
Trends, design and distribution
ICE–Agenzia, an invaluable partner. Handbook for optimum use.
Over the past decade, and perhaps longer, the Italian Trade Agency (Istituto per il Commercio Estero – ICE) has witnessed intense development, achieving a level of efficiency that is fully comparable to that of other similar European agencies. Not everyone knows this, but it has become an invaluable tool for Italian companies. Specifically, it can provide solid support for a manufacturing segment composed of small and medium businesses that have to distinguish themselves on the global market, but alone do not have sufficient means to undertake the research investment necessary for successful entry into new and unknown commercial territory. And, something that is equally important, ICE–Agenzia can be a reference point for distant international customers/operators who would have difficulty getting to know all the producers and operators in Italy, because the industrial textile brands do not have the marketing power and visibility that Italian fashion or design brands can wield.
For this reason, we have chosen to provide some information about an organization that can be a real booster for our companies’ export business and for their existing or new customers. There are a number of questions we would like to ask ICE–Agenzia, which is represented by Ines Aronadio, Director of the Made-in-Italy Promotion Coordination office.
Q – Ms. Aronadio, how does an Italian company in the home textiles market get in touch with ICE–Agenzia if it wants to enter new markets? We are thinking of producing a sort of handbook for businesses that contact you for the first time…
A – Let me begin by saying that ICE–Agenzia promotes Italian economic relations in the world, helping SMBs in particular to learn about, enter, and position themselves in foreign markets. We work in close collaboration with other institutional actors promoting the internationalization of the Italy System. The website ice.gov.it is the first information channel that can be consulted by companies. Organized by section, it provides a series of direct and free online services that are indispensable for a company in its first approach to key markets or industries.
We offer a range of services including training, information, and support and consulting services that are all part of a single customer-oriented catalogue. These activities are performed by our offices throughout the world, and all our analysts are all able to provide bilingual support, as a minimum. The ICE–Agenzia network consists of 64 offices and 14 correspondence points in 66 countries around the world. The offices are run by Italians, but all employees are local analysts: we thus guarantee excellent knowledge and reliability of the information regarding every business area in which we operate.
The first step is to take advantage of our free services: we provide orientation information on individual nations to assess the possibilities for internationalization and access to a given market. This first phase is followed by custom, in-depth plans. We create a service profile with the companies that turn to us and prepare a composite information dossier, a system of concepts and in-depth knowledge constructed using a platform created by the Ministry of Foreign Affairs and International Cooperation with the collaboration of ICE–Agenzia, ENIT, and the Italian Chambers of Commerce abroad. This information collection is performed by our branches in the various export markets, but this is only part of the work we do. There are many initiatives that may be organized into a sort of program of ongoing assistance and promotion performed by the local personnel, who organize the participation of the company in tradeshows, seminars, independent exhibitions in the fashion sector, averaging more than 40 initiatives per year, with an annual budget of some 30 million euros. A successful example of what we do is Moda Italia, which we have staged in Japan for more than 20 years now.
Q – How do you help a foreign customer in the textile sector who is not familiar with the Italian business community find a partner in Italy?
A – Contact with the foreign office in the customer’s country is essential in this case. We have to create a sort of profile with indispensable information in order to provide the most complete and tailored service to a customer seeking an Italian partner. We have to know the area of activity, as much information as possible on the product or services that the company intends to offer, and the URL of the company website. The company must also provide brochures or other promotional materials, either printed or digital, illustrating what the company does, and clearly state its objectives and target markets and/or the ideal characteristics of a potential partner. Each foreign office works in constant contact with local operators and associations interested in developing or maintaining economic relations with Italy, which greatly facilities the initial meetings and development of relations. Furthermore, the ICE–Agenzia website provides an English version of the two sections “Find your Italian partner” and “Business opportunities”. The former provides a showcase of the individual Italian companies allowing the foreign company to seek and contact the most suitable commercial partner, while the latter allows the foreign company to post its proposal for partnership with an Italian company.
Q – What tools do you make available to the Italian company to allow it to analyze the various markets in which you operate and thus choose which one best meets its interests?
A – As I mentioned, after the free services that constitute the initial contact between a company and ICE–Agenzia, there is a complex range of more specific instruments which are offered on the basis of specific cost estimates to provide specific support in devising strategies for penetrating and consolidating a position on a given foreign market. First of all, we produce product data sheets with statistical analyses and graphs that describe the trend in world demand for over 330 products. For each of these, we indicate the most relevant markets, Italy’s position in them, and a focus on the main competitors. The sheets also include the destination markets for Italian exports and Italy’s main foreign suppliers for each product. We also have “your product on the market”, a dossier illustrating the potentials of a given product or service in a given market and including such information as: the state of the economy, trade with Italy, local suppliers and foreign competitors, consumption trends and target users, contract, customs, taxes, and technical information, and main tradeshows and media. We also offer profiles of foreign businesses in the various target countries with information on the local business climate. Another key service regards confidential information on foreign and Italian companies provided as a report with up-to-date information (the availability of which may vary from one country to another) on a business of interest, such as principal contact information, legal status, constituent data, financial status, and a concise general assessment of its financial standing and solvency. There are also personalized market studies conducted directly by the foreign office or via a specialized agency. They include notes on the economy and finances of the country of interest, analysis of demand in the target market, the distribution of Italian products and competitors, opportunities and critical points, and information on the main local trade fairs and other events for the sector. Lastly, on request, by means of profile matching, we perform searches for customers and/or partners who are potentially interested in establishing business relations with the Italian firm, provide documentation and/or product samples from the company doing the search to selected target companies, perform a telephone follow-up to verify interest in the proposal, and prepare a final report on the results, with a list of the businesses interviewed and their comments.
Q – Generally speaking, what other forms of business and professional-relations support and assistance does ICE–Agenzia provide to Italian companies that export their products or services, or to the foreign customer who is seeking a supplier in our country?
A – There are many relational activities that take place continually on our calendar. First and foremost, we organize business meetings in the local context and prepare and organize bilateral meetings both with economic operators selected by our foreign offices and with operators specified by the Italian client. The meetings may take place at our facilities, in the offices of the potential partner, or at third-party facilities. And again, as a service to operators in foreign countries, we organize incoming missions to Italy for the main tradeshows for the sector (for textiles: Milano Unica, Pitti, Milano Moda Uomo, Altaroma).
Q – So your consulting services are not limited to providing answers to individual questions. I seem to understand that they may continue for the entire duration of a company’s market penetration plan…
A – Absolutely. That is actually one of the key features of our mission. We may provide ongoing assistance, offering more personalized, practical instruments regarding legal, customs, and tax matters, applying on the client’s behalf for local tax reimbursement, providing support in making investment abroad (that is, a service consisting of a preliminary analysis of the state of the economy and the legislative framework in the foreign country), searching for partners/suppliers and leading negotiations with those that are selected, completing the paperwork required by local laws, and searching for local personnel and real estate to implement the activity. It is also possible to use ICE–Agenzia facilities in the target country. The service may include use of telephone and postal contacts, secretarial services, the provision of fully equipped workstations, and other services that may be agreed on a case-by-case basis. We also provide publicity in the media in the target country: here we propose various solutions that range from a single newspaper ad to the design of personalized advertising campaigns in the most pertinent media.
Q – As regards the new forms of communication via Internet and social media, do you have special initiatives to support businesses on the international market?
A – We are active in these new and indispensable forms of commerce. We have agreements with such e-commerce platforms as Yoox, Alibaba, Amazon, WeChat, and others. With Alibaba, for example, we have a specific platform under development known as “Made in Italy”, and we are working with WeChat—which is now a central player in China—to do something similar. In any case, we also organize workshops and training on this topic for small businesses in our offices in Italy, to develop the right initial approach to the various forms of e-commerce.
