28/08/2019 – Sustainable, great product, what now? — auf Deutsch lesen
Tips for successful branding from Braind
Braind has identified five key points that can be important for suppliers of sustainable materials or technologies.
Sustainability is clearly the most crucial topic in the field of textiles, above all for suppliers of raw materials, new textiles or specific production processes such as dyeing. The concept of eco-design requires that we plan for the re-use or disposal of the products as early as during the design and production phase so as to come one step closer to creating a circular economy.
Tomas Vucurevic, Founder and Managing Director of Braind and one of the world’s leading experts in ingredient branding, states: “We’re witnessing a paradigm change from the purely performance-based ingredient brands of the first generation to a more value-based generation of ingredient brands. The performance aspect remains, of course, at the heart of it all.”
With so many new sustainable labels appearing on the fashion market, textile network asked him for a few tips for suppliers of sustainable materials and technologies – particularly for newcomers.
Tomas Vucurevic, Founder and Managing Director of Braind:
“We’re witnessing a paradigm change from the purely performance-based ingredient brands of the first generation to a more value-based generation of ingredient brands. The performance aspect remains, of course, at the heart of it all. At Braind, we have identified five main points which may be of importance to suppliers of sustainable materials or technologies. Companies who fail to carve out a clear definition or preference in their field will find it difficult to assert themselves in the ‘jungle of sustainable products and labels’.”
5 tips for suppliers of sustainable materials and technologies:
1. Overcoming inertia. First of all, the inertia of the current supply chain has to be overcome. The processes used in the processing and production of textiles are well over a century old.
2. Brand first. In the past, companies would initially develop and test a product and then start thinking about how to market it. Today, this trend is largely reversed.
3. No exclusivity. Although at first glance exclusivity with a major, reputed brand manufacturer sounds promising and is a great reference, it can also lead to a certain amount of dependence on one supplier.
4. Quick availability. If this does not succeed, there is a high risk that the initial euphoria will wane and the market will go in search of other solutions.
5. Jockeying for position. All solutions are competing with each other to gain a slice of the resources held by brands, retailers and consumers.
Ingredient Branding – what is it?
The Ingredient Branding model offers innovative companies a golden opportunity to market new technologies through the complex textile supply chain. Generating a pull effect through the media, influencers and consumers are, of course, of paramount importance. Ingredient Brands that have relied solely on the “push effect” in recent years are increasingly losing visibility.
Next generation Ingredient Branding
In a representative market survey, 93 percent of all consumers in German-speaking Europe stated that a well-known ingredient brand that commits to a specific business practice, to sustainable production, to certain certifications or safe transactions will definitely be more important for them in the future.
Read more about the tips from Braind in our upcoming issue. You don't have a subscription yet? Then please click HERE.