Issue link: https://viewer.e-digitaledition.com/i/1445643
TEXTILE SHOW & TELL Want to learn the latest developments in materials, sourcing and sustainability hap- pening in denim? The Turkish denim mill ORTA invites textile execs to hop on a hot air balloon ride through the Turkish coun- tryside and enjoy an immersive sensory virtual reality experience as a fun, relaxing and informative way to discover it's denim innovations. Prefer to stay grounded? Designers can browse the "shelves" housed in a variety of digital fabric libraries now available from suppliers or visit the latest virtual sourcing platforms to select materials from around the world without getting on a plane. Want to listen to a podcast hosted by an ingredient brand? Or catch up on company news and climate goals via textile-specific YouTube videos? How about a quick check of factory certification on a brand's self service portal just like you'd check your bank balance online? All these options are now easily accessible. As the textile industry continues to undergo change, new and different ways to inform and engage customers are taking shape, transforming how companies connect with customers and the end consumer. Execs are quick to point out that many of today's strategies were in the pipeline prior to the pandemic, but COVID, combined with good leadership, accelerated things. That is certainly the case with digital platforms and online initiatives. We've been hearing and talking about digitalization for years, but adoption hasn't been nearly what many expected. That has changed to the point that the momentum in digitalization is now influencing how industry designs, sources, and markets textiles. Digitalization is also changing how the industry connects. In-person events are returning, and execs confirm the value of live fairs. Yet video conferencing, virtual sales meetings and livestream trade shows are here to stay. Consider that this Fall several new products from ingredient brands were introduced digitally, often during online textile trade shows; a trend that marketers are convinced will become the norm. Sustainability is at the root of modern-day sales and marketing decisions. Execs say they like that today's advances in technology can provide customers big experiences with a small carbon footprint. Here, a handful of textile company execs explain how preparedness and an eye on innovation crafted contemporary corpo- rate brand strategies fit for a transforming industry. W.L. GORE Thoughtful Development "No one could have foretold the pan- demic but there was a feeling of what was happening. So for us, it wasn't a knee jerk New Ideas, Business Models Transform How Industry Connects. By Emily Walzer DESIGN January/February 2022 • 43 sportstylemag.com • sportstyle