Textile Insight

F or decades, the textile supply chain was a nice, predictable, linear structure. Companies bought from vendors, added value, and sold to customers up the line. This process repeated itself until the final product was eventually sold to the end-user. However, as consumer interest in sustainability and business accountability has grown, companies at all points along the supply chain find themselves compelled to understand the consumer, either proactively or reactively. Learning more about the consumer can yield invaluable information that positively influences business decisions, impacts product design, contributes to stronger communications, and helps market the product in ways that benefit the entire supply chain. We strongly encourage our clients to dig deeper to understand how consumers want their products to contribute to their personal experiences. For example, in a topline survey, consumers may say they want a "more breathable" waterproof jacket. However, companies who really want to understand the consumer should not take that at face value. They should ask deeper questions to understand why consumers want more of that feature. How will more breathability make their experience in the jacket more enjoyable? What personal result does the consumer hope to achieve with a more breathable jacket? What are the other aspects of the jacket that could also be improved to contribute to that ideal experience? For a truly unique and meaningful product, companies should innovate with their supply chain partners to create a jacket that delivers that result or that experience, not just more breathability. At AKCEL Partners, we encourage our clients to factor the end-user into all important business decisions. Relying on an expansive network of market research partners, we help our clients utilize unique consumer insights to help them optimize sales and business strategies. About AKCEL Partners: AKCEL Partners is a sales consultancy founded by three executives with strong bonds throughout the textile, apparel, brand and retail industries. AKCEL Partners offers strategic sales planning combined with experienced, highly networked sales professionals who give clients immediate access to targeted decision-makers. We are dedicated to meeting or exceeding our clients' short- and long-term revenue goals. To learn more, go to www.AKCELPartners.com. P R E S E N T E D B Y Supply Chain Strategies Should Begin with the End-User in Mind AKCEL Partners: Sales Consultants for the Textile Supply Chain SELLING TEXTILES TODAY We strongly encourage our clients to dig deeper to understand how consumers want their products to contribute to their personal experiences.

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