Textile Insight

22 • Textile Insight ~ March/April 2022 textileinsight.com enamored by our own tech. In one way, functionality is assumed by the consumer. That's why our story- telling focuses on differentiating our functionality from our competitors." Pivot, Evolve, Diversify NexTex Innovations launched in 2020 as a B2B start up and captured market attention with its TurboDry technology that is based on biomimicry and provides permanent, fast-action moisture transport drying performance. Having gained traction with brand adoptions, NexTex is now pivoting to B2C. The company is updating its website and social media to tell its wicking performance story and how it is differ- ent from what's on the market. "We have a very visual tech and 'seeing is believing,'" explains Chad Lawrence, CEO, NexTex Innovations, who references a branding term called the 3-second rule. "It is a little window to communicate with the consumer. And video can be an effective way to tell our story in five seconds or less." Thermore also sees value in visual presenta- tion. The company's latest videos address "Is Biodegradable Insulation Sustainable?" and "Durability is Sustainable." The approach is done in an informative and factual manner, yet is approach- able and engaging. "We very much understand that it is necessary to inform our customers about our new developments, but also about our studies/ research on particularly sensitive issues such as sustainability and durability of the garments. We have to be well informed about specific topics and we're obligated to share information with our network," states Joe Digirolamo, sales for North America at Thermore. Kolb notes that brrr messaging gets more sophis- ticated and mature as the business evolves and grows over time. She states, "People are a lot more interested in the science and technological aspects of cooling technology now and they want to know how it works, what ingredients are you using, is it permanent, is it sustainable, does it contain recycled components, and does it make a minimal impact on the earth? You can geek out a little more on the science, and that's a good thing." Polygiene has been diversifying its market pen- etration with recent acquisitions of Addmaster and SteriTouch, focused on antimicrobial protection for hard surfaces, and has also established a brand partnership with Samsonite. All three offer crossover potential in soft surfaces, like textiles. Additionally, Polygiene is expanding beyond base layer apparel to gear. Yet, Polygiene's overarching message, "use more, wash less" along with "use more, clean less" remains consistent and clearly articulated, explains Nick Brosnan, global marketing manager for the company. "It's about longevity and allowing products to last longer with a larger mission of improving the environment by reducing waste." Brosnan continues, "Outdoor is still the tip of the spear, when it comes to innovation and performance- driven product. But Polygeine is not only about baselayer." Brosnan gives as an example the com- pany's recent launches with Gregory for backpacks and Rab for sleeping bags. Versatility is a focus of 37.5 Technology's mes- saging as the supplier looks to keep pace with consumers' hybrid work/home lifestyles ushered in during the pandemic. Preston Brin, VP global marketing, explains: "Consumers are mindfully selecting clothing that works across multiple activi- ties within their daily lives. Clothing made with 37.5 Technology offers seasonless comfort with versatile performance, and bridges the gap between home, office, and sport while allowing consumers to do more with less and focus on their daily activities. Consumers are continuing to demand more from their clothing, with the theme of 'buy better, buy to last' resonating across the globe. And to accomplish this, individuals are investing in functional lifewear that offers comfort, durability and versatility. 37.5 Technology increases the wearer's comfort range, regardless of the activity." Outside Factors & Obstacles Faced There's no doubt that the growth of e-commerce, accelerated by the pandemic, is shifting how com- panies build brand awareness. "There used to be a defined pathway of communication — ingredient suppliers spoke with the brands, the brands spoke to the retailer and the retailer spoke directly to the consumer," observes Kelly. "Those distinct lines of communication are now blurring. That is a big change! Now we have to resonate beyond the brand and retailer to the consumer." Schloss also makes the point that sustainability is on everyone's radar. "Green green storytelling is what the outdoor market is asking for and that encompasses both elite class athletes and the brands that sponsor them down to everyday new entrants into outdoor activities of all kinds." While opportunities exist, suppliers admit they face many obstacles. Themore's Delachi and Digirolamo echo the thoughts of others, stating, "The last two years have been a great challenge. The pandemic, the increase in costs and the difficulty of finding materials are some aspects that have affected not only our market, but the whole world." Other suppliers also mention difficulties faced on a daily basis related to the amount of misinformation present in today's marketplace, the frustrations of slow development cycles, the lack of trade shows, and travel restrictions due to pandemic protocols. Nonetheless, textile suppliers believe continued investment in innovative performance product promoted with clever, concise and consistent sto- rytelling about functional features and benefits will resonate loudly and clearly with the enthusiasts across the board. l PERFORMANCE TODAY "It's comfortable garments that provide a tangible welcome to new participants." DAVID KARSTAD VP of Marketing & Creative Director, Polartec "The end user is changing their shopping habits and are increasingly aware of what they are wearing; respecting not only themselves but also their impact on the surrounding environment." ANDREA DELACHI Communications Director, Thermore "The main focus of the new approach is: How that person will benefit from what we offer. They don't need to know exactly how that happens, just that they will benefit." CHAD KELLY President, eVent fabrics "Functionality, like sustainability, is now something that needs to become systemic and no longer in a long series of bullets." MATTHEW BETCHER Creative Director, ALLIED Feather + Down "It is a little window to communicate with the consumer. And video can be an effective way to tell our story in five seconds or less." CHAD LAWRENCE CEO, NexTex Innovations "The need for high performance rain protection is the same for a day hiker and a multi-night backpacker." MARTIN FLORA VP Business Development, GTT

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