A World of Softness. Buxton Midyette VP Marketing & Promotions
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1 A World of Softness Buxton Midyette VP Marketing & Promotions
2 Introduction MicroModal / Supima Background Supima History Benefits Marketing Supima/MicroModal apparel Supima Design Competition Conclusions Overview
3
4 This is a marriage of the world s softest fibers
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6 Supima Background
7 Extra-Long Staple (Supima) Short Staple (Regular Cotton)
8 Extra-Long Staple (Supima) Short Staple (Regular Cotton)
9 Extra-Long Staple (Supima) Short Staple (Regular Cotton)
10 Definition of ELS Cotton In the U.S., cotton must be 34mm or 1 3/8 inches or longer to be defined as an Extra-Long Staple (ELS) cotton or Luxury Cotton.
11 Supima Represents the Top 1% of the World s Cotton
12 ELS COTTONS Egypt (Giza 45, 88) Peru (Tanguis/Pima) Barbados (Sea Island) U.S. (Pima)
13
14 Supima History
15 1911: Pima is born
16 Pima s Industrial Heritage 1920 Goodyear Tire Co.
17 1954- The Start of Supima
18 Supima Grown only in Southwestern U.S., mainly CA Highly environmentally regulated 100% Machine picked
19 Supima Production Areas Eureka Redding Winnemucca San Joaquin Valley 93% Reno NEVADA Santa Rosa Carson City Oakland Sacramento San Francisco San Luis Obispo Santa Barbara CALIFORNIA Los Angeles Fresno Bakersfield San Diego Las Vegas San Bernadino Salt Lake City Provo Yucca Cedar City ARIZONA Phoenix UTAH Flagstaff Tucson Grand Juction COLORADO Durango Santa Fe Denver Raton Albuquerque NEW MEXICO Las Cruces El Paso Colorado Springs Ft. Stockton Oakley Amarillo Lubbock Odessa KANSAS Lawton Salina Wichita Oklahoma City Ft. Worth TEXAS Austin Waco Kansas TopekaCity Ponca City OKLAHOMA Dallas Tulsa Houston 7% San Antonio Corpus Christi
20 Supima Advantage #1
21 Softness
22 Length Supima is up to 35% longer than regular cotton
23 Length Longer Fibers Produce Smoother, Cleaner Yarn Supima Regular Cotton
24 Supima Advantage #2
25 Strength
26 Strength Supima is up to 40% stronger than regular cotton
27 Strength Stronger fibers allow fabrics to be both durable and comfortable.
28 Strength Test
29 The Supima MicroModal Challenge
30 Supima Advantage #3
31 Lasting Color
32 Fineness Supima fiber is consistently finer than regular cotton fiber: This makes it ideal for dyeing.
33 Fineness Thinner fiber absorbs dye better
34 Lasting Color Supima Regular Cotton
35 Supima / Modal Marketing
36 Lacoste + Malandrino Harem Pant $175 38% MicroModal / 57% Supima / 5% Elastane
37 Gradient Stripe Hoodie $72 MicroModal / Supima / Polyester
38 Twill Tape Romper $118 50% MicroModal / 50% Supima
39 Alex Cotton Blend Jersey Tunic $245 50% MicroModal / 50% Supima
40 Gradient Stripe Hoodie $74 MicroModal / Supima
41 Maritime Stripe Maxi Dress $138 MicroModal / Supima
42 Splendid Signature Terry Romper $89 43% MicroModal / 43% Supim / 14% Polyester
43 Thermal Venice Stripe Hoodie $70 MicroModal / Supima / Polyester
44 Ella Moss Garland L/S Lace Dress $178 Shell: Cotton / Nylon Lining: 50% MicroModal / 50% Supima
45 Supima Design Competition
46 Participating Design Schools
47 Supima Design Competition Two Finalists, graduating seniors, from each school Each Finalist will produce five looks Shirting Denim Knit Twill Corduroy Runway Show to take place at Lincoln Center during New York Fashion Week September 2012 Winner receives $10,000
48 Fabric Sponsors
49 Supima Design Competition
50 Supima Design Competition
51 Supima Design Competition
52 Supima Design Competition
53 Supima Design Competition
54 Conclusions
55
56 This is a marriage of the world s softest fibers
57
58 About Business and market analysis for the global fibre, textile and apparel industries
59 Spun-off from the Economist Unit in 1992
60 Four publishes four regular titles: Global Apparel Markets Performance Apparel Markets Technical Textile Markets Textile Outlook International
61 Textile fibres for a sustainable future: cotton, synthetic or cellulosic? by Robin Anson Managing Director, Tribute to Edelweiss, St Wolfgang, Austria, July 3, 2012
62 The global economy
63 Recession...
64 World, USA and EU: GDP growth rates, (%) World USA EU Sources: Economist Unit (EIU)
65 ... followed by recovery...
66 World, USA and EU: GDP growth rates, 2009 and 2010 (%) World USA EU Sources: Economist Unit (EIU)
67 ... but in the EU there will be a second dip in
68 World, USA and EU: GDP growth rates, (%) World USA EU -0.5 Sources: Economist Unit (EIU)
69 ... and slow growth in 2013
70 World, USA and EU: GDP growth rates, (%) World USA EU -0.5 Sources: Economist Unit (EIU)
71 Our industry also recovered in 2010
72 World trade in textiles and clothing, US$ bn Western Europe Clothing China USA Source: Textile Outlook International from WTO data
73 World fibre demand, mn tons Silk Wool Cotton Cellulosic Synthetic NB: Excluding olefins and acetate tow; cotton and wool data are consumption figures to minimise impact of inventory swings Source: Fiber Organon
74 But the upturn helped to trigger a surge in raw material prices...
75 Cotton prices, US$/lb, monthly averages Mar Jan 1991 Jan 1996 Jan 2001 Jan 2006 Jan 2011 Source: Cotton Outlook
76 ... causing severe disruption to the market
77 Impact on EU and US clothing imports Surge in clothing import prices......slow growth or decline in clothing import volume
78 USA and EU: growth in clothing import volume and price, 2011 (%) Size (left hand scale) 7.5 EU Price Volume 12.8 US Growth (right Ahand scale) Volume -5 Price Volume Price EU USA Sources: Euratex; US official statistics
79 But the trend in manmade fibre apparel was different volumes and prices kept growing
80 USA: growth in clothing import volume and price by fibre type, 2011 (%) Size (left hand scale) 17.0 Price Cotton Volume Cotton apparel Price Volume 9.7 Price US A MMF apparel Growth 8.3 (right hand scale) MMF Volume Source: US official statistics
81 USA: share of clothing imports in volume terms by fibre type, (%) Size (left hand scale) Cotton apparel Man-made fibre apparel US A Growth (right hand scale) Source: US official statistics
82 USA: growth in clothing import volume and price by selected leading supplying country, 2011 (%) Size (left hand scale) Price Volume Growth (right hand 8.1 scale) US A Pakistan Honduras Bangladesh India China Indonesia Cambodia El Salvador Vietnam Source: US official statistics
83 EU: growth in clothing import volume and price by selected leading supplying country, 2011 (%) Size (left hand scale) Price Volume Growth (right hand scale) Bangladesh Pakistan Indonesia Cambodia India Turkey Vietnam China EU Source: Euratex
84 Since then the cotton price has fallen...
85 Cotton prices, 1991-Jun 2012 US$/lb Jan 1991 Jan 1992 Jan 1993 Jan 1994 Jan 1995 Jan 1996 Jan 1997 Jan 1998 Jan 1999 Jan 2000 Jan 2001 Jan 2002 Jan 2003 Jan 2004 Jan 2005 Jan 2006 Jan 2007 Jan 2008 Jan 2009 Jan 2010 Jan 2011 Jan 2012 June 2012 Source: Cotton Outlook
86 But there are few signs of a return to normality
87 USA and EU: growth in clothing import volume and price, q (%) Jan-Mar EU Price Volume US A Price Volume Price -3.9 Volume EU USA Sources: Euratex; US official statistics
88 USA: growth in clothing import volume and price by fibre type, q (%) 20 Jan-Mar 2012 USA 15 Price Volume Volume Price Cotton Price MMF Volume Cotton apparel MMF apparel Source: US official statistics
89 Impact of the cotton price hike downstream?
90 Interesting work on pass-through by Jon Divine and Alejandro Plastina of ICAC...
91
92
93
94
95 9 Asian countries USA USA
96 Isn t this all in the past now? Surely, the cotton price hike was a one-off...
97 ICAC press release July 2,
98 World Cotton Trade to Decline Significantly in 2012/13 After a 20% jump to 9.2 million tons in 2011/12, the volume of cotton traded internationally is expected to drop by 18% to 7.6 million tons in 2012/13. The leap in global cotton trade in 2011/12 does not reflect improved demand for cotton. In fact, global cotton mill use is estimated down by 7% to 22.7 million tons, the smallest in eight years. High and volatile prices and a slowing global economy drove demand for cotton yarn down. Increased cotton trade in 2011/12 is due to a neardoubling of shipments to China to 5.1 million tons. Chinese mills have turned to imports to compensate for the shortage of domestic cotton caused by the rebuilding of the national reserve. In addition, large quantities of cotton were imported by the Chinese government specifically to help rebuild that national reserve.
99 In fact raw material prices will climb again over time because there are long-term problems
100 Fibre demand per head is growing
101 World end use consumption of textile fibres per head, Source: International Cotton Advisory Committee (ICAC)
102 So is world population 1.4 bn more people by 2030
103 The result?
104 World fibre consumption, mn tons Source: ICAC
105 That s good news for the textile and clothing industry. But where will the extra fibre come from?
106 Sustainability issues
107 Dilemma: food vs fibres? % change Fib re s Fo od Popu latio n Arable land Source: Franz Martin Haemmerle
108 Harvested area of cotton rangebound Source: Franz Martin Haemmerle
109 So, to grow more cotton, yields must rise
110 Yields are rising Source: Franz Martin Haemmerle
111 But there is a big cost to the environment: more intensive farming more fertilisers, more water genetically modified (GM), Bt cotton
112 And how long can yields keep rising? India's cotton yield may fall to 5-year low... even as the area under Bt has grown to 93 per cent of the total area under the cash crop Business Standard, Wednesday, 26 October 2011
113 Water consumption Cotton production based on irrigation requires times more water than cellulose fibre production based on wood pulp Only 45% of cotton growing is based on natural rains (Source: Franz Martin Haemmerle)
114 Can the planet spare the amount of water needed? Source: Franz Martin Haemmerle
115 Cotton production heading for a plateau Planted area down to 28 mn ha Yield up to 925 kg/ha Maximum theoretical cotton production 26 mn tons a year
116 If fibre consumption keeps rising, cotton s share must fall
117 Share of cotton in world fibre consumption, % Source: International Cotton Advisory Committee (ICAC)
118 Non-cotton fibres will have to fill the gap
119 World textile fibre consumption, mn tons Cotton Non-cotton 80 Western Europe 60 China USA Source: International Cotton Advisory Committee (ICAC)
120 Question: what fibre type can fill the gap?
121 Polyester?
122 Problem: consumers want fibres with absorbency, moisture management etc 33-37% has to be cellulose based, says Franz Martin Haemmerle
123 The cellulosic gap Syntheti c % shares Cotton The cellulos ic gap
124 Where will the cellulosic gap be greatest?
125 South Asia is the most dependent on cotton
126 Share of mill consumption by fibre type 2010 Japan, SK, Taiwan China, HK S East Asia South Asia Western Europe China All Asia USA Wool Cotton Man-made fibre More dependent on cotton
127 But can it fill the gap?
128 Cellulosic fibre output by leading producer mn tons India is no match for China Source: Fiber Organon China Western Europe Indonesia India 3 countries plus W.E. = 90% of global output
129 Cellulosic fibre capacity and growth, Mar 2012 and Dec 2013 mn tons % growth India capacity growing but no match for China 36.1% growth 6.3% growth 0.0% growth March 2012 December China India Indonesia Western Europe Source: Fiber Organon
130 Filling the cellulosic gap by 2030 will certainly be a challenge!
131 Finally, something interesting for Lenzing planners to think about...
132
133 What are we looking at?
134 A cellulosic material made from fermented wine...
135 called Micro be from Bioalloy in Australia
136 How is it made?
137 You will wish you hadn t asked!
138 acetobacter is added to vats of wine to turn it into vinegar fibrous cellulose forms on the surface of the wine in the vats the resulting fibrous cellulose is draped over a mannequin the material shrinks to fit the mannequin s shape the mannequin is deflated and the garment remains
139 Is this serious?
140 Artist Donna Franklin has designed a collection of stitchless dresses, T- shirts and swimwear
141
142 Wet strength?
143 OK, it s not perfect yet! More info at
144 Thank you!
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