Lenzing introduced its new marketing concept about Tencel/Cotton blend at October 9, 2013 in Istanbul with a press conference. Textile Marketing Director Andreas Dorner, Textile Global Communications Manager Christina Kreuzwieser and Merchandising Manager-Turkey Hale Saraçoğlu joined the conference.
During the meeting, with the researches that provides a perfect fit of two fibers; cotton and Tencel’s birth, development and their use in the sector were discussed. After the press conference, Lenzing Textile Marketing Director Andreas Dorner talked with our Edition Group about this developed new marketing concept. At the beginning of the interview, Dorner explains the main application areas of the mixture of cotton and Tencel as shirts and denims at the apparel industry and bed linen in home textile “We cannot put our developed product in just one target. So the target of the product could not be separated as ‘for women, men or children’. Our goal is the textile industry". Dorner points out the cotton, which constitutes an important place in the textile industry has today, more and more use of production; "The main problem is cotton yarn is a very mass market and very common. How to differentiate yourself? We know there is a high import of cotton yarn from Turkey, India and Pakistan. You can buy cheap %100 cotton from anywhere. But if you say you have something special, cotton with a benefit, you can draw attention. There are more opportunities for companies who want to try new and different things. The prices are going up, so they need something to stabilize the price" says Dorner. Lenzing Group, as a leader in the world market for manmade fibers, is performing important work to reduce the effects of environmental factors. The most important studies are Tencel products produced by Lenzing. Besides being environmental, Tencel also offers comfort. Tencel is softer than cotton, it has higher moisture absorption and is much more smoother due to its structure. Considering all the features, products obtained by cotton blended Tencel promises greater comfort to the user.
Tencel / cotton blend reap profits
It’s able to handle Tencel and cotton which are similar to each other in the same machines. In this way higher strength, streamlined and energy-saving production chain occurs. Andreas Dorner explains how the price of Tencel/cotton blend is higher than cotton but actually lowers the cost “Tencel is more efficient fiber. Tencel doesn't have the waste that cotton yarn has from the resulting process. Taken %100 Tencel yarn less than 3 cents per meter sizing process, wet processing operation less than 3 cents, 2 cents more for the finish dyeing process. Linens are earning a grand total of 4 cents per meter.” Dorner indicates the use of space of Tencel/cotton blend products will be improved and will have continuity: “It’s an eager product. From the functional side it’s more equal, it’s high productivity. It needs less programmes this is what the market is asking for. We now have denim, shirts and bed linen. The next we’ll put it into underwears, socks, knits and towels but the difference is in the knits we need a certain combination and there we work together with machinery producers.”
Cotton is a blend partner for Tencel
By adding in 20 percent, 30 percent of Tencel to the products which shows better performance values, Lenzing is aiming to fulfill the demands of high-quality luxury cotton for manufacturers and retailers. “Cotton, is a blend partner for Tencel. Consumers are interested in the natural and high-quality products. This marketing strategy is for the purpose of providing these products to draw the attention it deserves. With this initiative, we are offering our marketing tools to our customers to promote their Cotton / Tencel products for the retail market in the most ideal way.” says Andreas Dorner.
Manufacturers now have a special product to offer to the consumers
Lenzing Textile Marketing Director Andreas Dorner ended the interview by adding the positive reviews from the industry about the product: “The feedback from the retailers was: this is exactly what we want. Chain of the weaving people say: It’s fast. On the spinning level they are very happy They always fight about how it’s always the same product, it’s the same price. Now, less twist more benefit. They have a special product to offer. “
