Textile Insight

"We need to educate the consumer and get them the information that will allow them to do the right things at the end of life with their apparel. Whether it is returning the garment to be remade or whether to resell the garment or repair it," stated Brian La Plante, sus- tainability lead, YKK USA, who believes we need to make it easier for consum- ers to understand w h y t e x t i l e responsibility is important, so that the relationship to the garment is deeper than the current "buy today, toss tomor- row" mindset. He added, "Today's linear relationship with the consumer will not give way to a deeper user experience necessary for the circular economy to take shape." Houdini in partnership with YKK is the first brand out of the gate with the technology, and EON is the software provider on this par- ticular product. June 2021 is the expected launch date. "I believe this is the future," said La Plante. "It hits so many of the right notes and positive aspects that it finally brings connected apparel to the point where the category can start to achieve real growth " Consumer Engagement The increased consumer awareness around how textile products are made — particularly in the area of environmental responsibility — prompted Gore to advance the use of QR codes. Gore has been putting QR codes on hang tags since 2019, but the company was preparing for launching QR codes on hang tags in 2018; QR codes are not directly on the product. It's still early to make projections about 2021, according to the company. However, momentum around consumer use of QR codes seems to be building. According to Gore associates, this could be because more prod- ucts in the market now have codes and more users are scanning. People definitely got more comfortable and more aware of codes during Covid, with restaurants using QR codes to get the menu. At Gore the results are similar to the click through rate in our digital advertising. Another example of connectivity comes from Napapijri, an Italian brand that has developed a unique digital take-back program through which its new Circular Series garments can be returned and recycled. When purchasing Circular Series, customers are invited to register their gar- ments online through a unique identifier. In order to encourage mindful consumption, customers will have the option of returning their garments only after two years from purchase. Circular Series will then be processed into new yarn and new products. Upon returning the garments, custom- ers will receive a 100 Euro voucher to be used at napapijri.com for the purchase of their next Circular Series product. (For more on Circular Series garments, see Page 10.) Consumer Approach On a recent Thursday evening, Sorona's Alexa Raab and Sorona brand ambassador Kaylin Richardson "met" on Instagram Live to talk about sustainability and textiles. Richardson, a professional skier and two-time Olympian, and Raab, global brand and communications leader, covered the topic in a fun, casual manner that Richardson's 11.K followers could easily relate to. The discussion made material science, environmental responsibility and Sorona's blend of renewable resources sound down- right friendly. The company has engaged Richardson to speak about her experience wearing gear that includes Sorona content (Helly Hansen) and her experience with technical performance of apparel, but this IG Live event broadened the discussion. Other examples of Sorona's consumer approach are reflected in a refreshed website and a new series of videos for brand partners. Said Renee G. Henze, global marketing & commercial development director, "We've just updated our website with new imagery that's very consumer- forward. Additionally, we've given our customers the ability, through a portal, to download and use our brand imagery and assets for their consumer communications." Further, the company is putting together a series of videos that will be textileinsight.com March/April 2021~ Textile Insight • 19 THE CRITICAL ROLE CONSUMERS PLAY IN ADVANCING A CIRCULAR ECONOMY • BY EMILY WALZER "We've updated our website with new imagery that's very consumer-forward, and given our customers the ability, through a portal, to down- load and use our brand imagery and assets for their consumer communications." Renee Henze, Sorona

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