Thursday, May 26, 2011

Marketing of Man-Made Fibers

Man-made fibres Market analysis:
Man-made fibres are marketed as commodities, as brand name fibers or as controlled brand name fibers. Fibers marketed as commodities are used without identification of source and are sold to any buyer in the open market. A dress labeled 100% Polyester has been made with commodity polyester fibers. Brand name man made fibers are identified by source through the brand names used. The fiber producer spends much Promotion money to establish his brand name and expects manufacturers, wholesalers and retailers down the line to take advantages of it. The man made fiber producer, however, frequently does not have complete control over the use of his brand name after the mill buys the finer. It is possible that a quality fabric could be used to make a poorly constructed garment and that this article would carry the fiber brand name on a label or hang tag. He controlled brand name approach enables the fiber maker to rigidly control the selling and subsequent use of the fiber.

Relationships are established with specific textile mills and fabric users who will utilize the fiber properly. A quality control program by the fiber producer insures that only products, which have satisfactorily passed various tests related to the end use, are allowed to use the fiber brand name. Unfortunately, consumer is usually unable to distinguish between a controlled brand name fiber and an uncontrolled brand name fiber.

Most of the fiber companies will sell their regular type fibers as a commodity as well as with a brand name. Under a licensed brand name or trademark program, the licensing company allows its brand name or trademark to be used by other companies in return for a specified remuneration.
In some cause, the product made by the licensee is carefully checked for quality by the licensor, but in other cases, it is not.

Man-made fiber producers license their Fiber brand names to certain mills that buy their fibers. The fiber brand name hangtags are later attached, for examples, to garments or draperies made from the licensed mill’s fabric. The fiber producer is compensated by receiving a slightly higher price from the mills than if the fibers were sold unbranded.

A licensed controlled brand name or trademark program means that the product also has satisfactorily passed various tests related to its end use before the brand name can be used. The tests are specified by the licensor. Such a program requires the maintenance of a quality control program to insure that the comp anises to which the trademarks or brand names have been licensed are making products that meet certain levels of quality.

In this way, the licensor can best attempt to insure that the brand name or trademark will not lose its value. Unfortunately, the levels or quality are not the same for each program and the consumer frequently does not know which controlled brand names indicate the best quality products.

The licensed controlled brand name programs of the textile industry became important in the early 1930’s when Cluett, Peabody & Company started to license their fabric shrinkage processes using the name Sanforired and Joseph Bancroft and Sons started to license their Everglaze Process, which insured fabric luster. In the 1960’s, the Celanese Corporations became the first major proponent among fiber producers of the licensed controlled brandname programs. Fabrics, as will as garments and other articles containing its branded fibers, had to pass specified quality tests before a Celanese hang tag would be placed on t he item. The program is still continuing.

The following are some of the textile licensed controlled brand name or trademark programs presently in use to market of man made fibre:

A. Polyextra ® textured polyester yarn program for upholstery fabrics—BASF Corporation.
B. Sanforized ® program for shrinkage control of woven fabrics and Sanforized Plus- 2 ® which is durable press program – Cluett, Peabody & Company;
C. Trevira ® polyester program for fabric quality – Hoechst Celanese Corporation;
D. Zepel ® program for fabric water and stain repellency quality
E. I. Du Pont de Nemours & Company. Inc.

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Wish you good luck...........................................................

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