Yarn Expo exhibitors offer a sustainable,traceable starting point for fashion brands

The next edition of the fair， Yarn Expo Autumn 2019， will take place at the earlier date of September 25th - 27th at the National Exhibition and Convention Centre （Shanghai）. With positive feedback from exhibitors on the quality of trade buyers at Yarn Expo Spring 2019， and satisfied buyers reporting a diverse variety of products that met their sourcing needs and trends， the Yarn Expo case studies are a valuable insight into the fairs success stories.

A visible supply chain for concerned consumers

A common theme across each case study conducted in March was the rise in consumer demand for sustainability and transparency， and the consequent ripples all the way through the industry. Mr. Manohar Samuel， Senior President of Marketing & Business Development at Grasim Industries Ltd. （of the Aditya Birla Group）， observed， “A spinner cannot be sustainable by themselves. We see it as B2B2C. All of us face the common consumer， because the entire textile supply chain is now visible to the consumer. Creating an environmentally-friendly product begins with the fibre， and brands are increasingly recognising this.”

Cotton Council International （CCI） gave a similar viewpoint， noting why trade buyers from further along the supply chain are sourcing directly from yarn and fibre suppliers. CCI represent U.S. cotton farmers overseas， and describe the U.S. cotton industry as “one entity” with reliable quality， due to strict national stan-dards. Ms Karin Malmstr？m， Director of CCI China & Northeast Asia， expressed， “Our partners are hearing clear messages from their customers. They are demanding traceability. So the beautiful advantage of using traceable cotton is that its easier for the brands and retailers to do their due diligence， by starting right from the origin.”

By exhibiting at Yarn Expo， the companies positioned themselves in the ideal place to attract a wider variety of trade buyers looking to improve their traceability. Safilin is a company with such rooted heritage that they can point customers to the exact fields that grew the flax for their linen. Mr. Herve Denoyelle， Business Development Manager of Safilin， noted， “Usually， when you are a spinner， your customers are weavers. Today that is changing. We are getting enquiries directly from brands who want to learn more about improving their carbon footprint. Its very interesting. We are meeting a variety of trade buyers at Yarn Expo， its very diverse here.”

Sustainable solutions that make sense for business

The exhibitors noted the other benefits that come for companies sourcing directly from yarn and fibre companies. These include access to innovative yarns and fibres that ultimately offer product differentiation. Whats more， sourcing higher quality yarns and fibres reduces the risk of costly production problems such as breakage， while creating a product that commands higher premiums at retail. Ms Malmstr？m explained， “We are exhibiting at Yarn Expo because its the beginning of the supply chain. If you dont get it right at the beginning， youll never get it right at the end. Your finished product is as good as the material you put into it. Its that simple！”

To read the three full case studies， as well as interviews with more companies like Sinterama， Novetex and Indorama， please visit： https：//yarn-expospring.hk.messefrankfurt.com/shanghai/en/press. html#featured-contentT.

First ever Yarn Expo Media Tour

The shows success in March was in part reflected by the fairs 9% increase in visitor numbers， which suggested greater recognition of the Yarn Expo brand as a prime sourcing location amongst global trade buyers. As well as this， the fair enjoyed its first ever Media Tour， inviting textile industry media to meet with highlighted exhibitors from a range of product categories. The increased media attention was evidence of both the fairs growth and the suppliers growing role in the textile industrys continuously adapting sourcing trends.