Special Regenerated Cellulose Fibers for Home Textiles and their Marketing Opportunities

Zaradi skrbi za okolje mora tekstilna industrija ponovno razmisliti o strategijah pridobivanja surovin in proizvodnje tekstila. Specialna regenerirana celulozna vlakna, kot sta liocel in modal, predstavljajo eno od alternativ za trajnostni način poslovanja na področju tekstilij za notranjo opremo. Njihov vpliv na kakovost spanja in senzorične lastnosti tekstila je že bil raziskovan, ne pa tudi uporaba teh vlaken v vzglavnikih. V doktorski disertaciji je bila prvič izvedena raziskava o primernosti liocela za polnila vzglavnikov, kakor tudi je bila prvič opravljena globalna študija tržnih priložnosti za liocel in modal na področju tekstilij za notranjo opremo v državah Brazilije, Rusije, Indije, Indonezije in Kitajske (BRIIC). Za potrebe omenjene študije sta bili analizirani struktura in surovinska sestava tržno dostopnih vzorcev tekstilij za notranjo opremo, ki so vsebovali vlakna liocel ali modal. Z uporabo poslovne analize SWOT so bile proučene prednosti, slabosti, priložnosti in nevarnosti proizvodnje oz. prodaje specialnih regeneriranih celuloznih vlaken. Z uporabo Porterjevega modela petih silnic je bila izvedena prva analiza industrije specialnih regeneriranih celuloznih vlaken v segmentu tekstilij za notranjo opremo na trgih BRIIC. Z uporabo strateškega čipa in orodij trženjskega spleta so bili za proizvajalce liocela in modala ugotovljeni najpomembnejši dejavniki, na podlagi katerih je bila razvita prva hibridna strategija za specialna regenerirana celulozna vlakna na področju tekstilij za notranjo opremo v državah BRIIC. Razvita je bila nova metoda za oceno dejanskih potrošniških potreb v segmentu posteljnih tekstilij na trgih BRIIC. S pomočjo obstoječih tržnih konceptov in orodij so bili definirani predlogi za trženje specialnih regeneriranih celuloznih vlaken, s katerimi bi pritegnili potrošnike in potencialne poslovne partnerje, skupaj z vrednostno verigo. Potencialni poslovni partnerji v maloprodaji so bili izbrani z uporabo sekundarnih podatkov, medtem ko je bila za izbor potencialnih poslovnih partnerjev v proizvodnem segmentu razvita nova metoda. Ugotovljeno je bilo, da med državami BRIIC ponuja Kitajska največji, hitro rastoči in zato tudi najbolj privlačen trg za porabo vlaken in tekstilij za notranjo opremo. Velika tveganja so bila identificirana predvsem za uvoznike vlaken. Vse države BRIIC so med vodilnimi svetovnimi industrializiranimi in razvijajočimi se gospodarstvi ter ponujajo različne priložnosti za specialna regenerirana celulozna vlakna na področju tekstilij za notranjo opremo.Environmental concerns are forcing the textile industry to reconsider raw material sourcing and textile production strategies. Lyocell and modal are special regenerated cellulose fibers that represent one alternative for a more sustainable way of doing business in the home textiles segment. Their contribution to enhanced sleeping quality and the sensorial properties of textiles has already been studied, but not for use in pillows. The study of the suitability of lyocell for pillow fillings was initiated by this doctoral thesis. The first global study on marketing opportunities for lyocell and modal in the home textiles segment on the BRIIC markets (Brazil, Russia, India, Indonesia and China) has been carried out. Constructions and fiber content of selected, commercially available home textiles samples containing lyocell or modal were analyzed. Primary data for the first global fiber type study in the area of home textiles were collected. The strengths, weaknesses, opportunities and threats associated with the currently largest producer of special regenerated cellulose fibers were explored using the SWOT business analysis technique. The first industry analysis of special regenerated cellulose fibers in the home textiles segment on the BRIIC markets was carried out using Porter’s Five Forces concept. The most important country data and fiber dimensions for a lyocell and modal producer with BRIIC market penetration goals were identified by relying on the strategy chip and marketing mix tool, resulting in the first hybrid strategy for special regenerated cellulose fibers in the segment home textiles. A new method for the evaluation of actual consumer needs in the bed textiles segment on the BRIIC markets was developed. Value propositions for special regenerated cellulose fibers to attract consumers and potential business partners, together with the value chain, were defined using existing marketing concepts and tools. Potential business partners in the retail segment were selected by means of secondary data, while the development of a new method was required for the selection of potential business partners in the manufacturer segment. It was concluded that China offers the largest, fast growing and therefore the most attractive market for fiber and home textiles consumption, but not without very careful consideration of the enormous risks that arise when the seller produces fibers outside of that country. All BRIIC countries are among the world’s leading industrialized and emerging economies, and offer different opportunities for special regenerated cellulose fibers in the home textiles segment