sportstyle

32 • January 2021 sportstyle • sportstylemag.com LEARNING CURVE E xecs are embracing video conferencing as it is quickly replacing the phone as a means of communication. Schoeller's Stephen Kerns highlights the advantages of video conferencing as focused and productive. No travel time wasted, nor are there outside distractions and the right people are available and in attendance. Schoeller has worked to enhance the calls using powerpoint presentation and addi- tional assets from Schoeller headquarters in Switzerland, including more in-depth product information and sophisticated visuals such as mood boards, all this bringing more to the discussion, explained Kerns. "Because the brand team on the call is more informed the selection process is more thoughtful. We send out three headers versus 20." He added, "We are making more headers than in the past but video conferencing has been a success and will definitely stick going forward." The Lycra Company is likewise bolstering digital assets as remote work continues and business interactions as via virtual meetings become the norm. Explained Julien Born, chief commercial officer for Lycra Company: "By sending out fabric samples in advance of calls, our technical experts can provide commentary on product performance through video conferencing while our customers interact with product in real-time. We are also building up our digital infrastruc- ture to help maintain connections across our business and we continue to lean into digital marketing to drive awareness and interest in our new product offerings and technology solutions." The company has been participating in trade shows, such as Shanghai Intertextile, but has shifted content to better meet the needs of virtual shows like Kingpins24 with video inter- views and digitized collateral. "Back at the start of the summer, we launched a series of webi- nars to further connect with new and existing customers and supplement our traditional B2B marketing activity," said Born. "These webinars are typically attended by hundreds of people from across the industry, including representative of mills, garment makers, brands and retailers." Lycra Anti-Slip fiber for stretch denim is a new development. The product provides a seam slippage solution for single core spandex fabrics that require durable stretch and good recovery power. Introduced last month at Intertextile Shanghai and promoted across our digital platforms, the new product has had overwhelming favorable response from brands and retailers, according to Born. "By sending out fabric samples in advance of calls, our technical experts scan provide commentary on product performance through video conferencing while our customers interact with the product in real-time." JULIEN BORN, CHIEF COMMERCIAL OFFICER FOR THE LYCRA COMPANY PUT DOWN THE PHONE!

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