eMAILBOX Issue 2010-07 USA textile special
  TENCEL® Lenzng Modal® Lenzing FR®

Recent Events

Lenzing hosted thirty-three of its best customers in a booth at the 9th Texworld USA show recently. Lenzing launched the TENCEL® Workwear theme at the show.

At the same time, the very first home textiles trade fair was held. A special exhibition space displayed the extensive range of home textile products made of Lenzing fibers. Lenzing presented talks by industry specialists which proved to be a major attraction for the show attendees. The participants in the Lenzing booth took part in a seminar about the American economy and working with American customers. Additional seminars were held on the topics of fiber innovations, color trends and sustainability and home textiles.

Market trends

The USA is and continues to be an important consumer market. The USA is home to the largest and most important retailers and trends that emerge here shape the textile market around the world.

We asked our colleagues from the Lenzing Office in New York to share their insights on the markets. Tricia Carey is responsible for the clothing sector and Nina Nadash for the home textile sector in the USA.

Tricia Carey Nina Nadash

Tricia Carey

Nina Nadash

Tricia, who are the biggest and most important retailers in the US market for apparel?
The Top 5 retailers in the USA are Walmart, Target, Costco, Sears, and Macy’s. However, these retailers sell much more than just apparel, like food, furniture and jewelry. Keep in mind that only 10% of Walmart's total sales are accounted for by apparel and jewelry.

Nina, who are the biggest retailers for home textiles?
Walmart is number one in the category of Home Textile Discounters. Walmart is the largest of the retailing giants in the Home Textile sector. Bed Bath & Beyond is ranked second of the large US home textile retailers. Over 40% of its sales is due to Home linens and Lenzing fibers are a large contributor to their success. No other product category at BB&B surpassed 10% of net sales in the past two years.

Who do you think who are the most innovative retailers in the apparel sector?
In my perspective one of the most innovative retailers is J. Crew. This label stands out due to the perfect design and the merchandising of new styles. They are a leader in novelty tee shirts, as well as mixing business and casual looks. In the activewear market, Lululemon have made a name for themselves and developed a strong connection to their customers by hosting complimentary yoga classes.

Nina, who are the most innovative home textile retailers?
For Home BB&B is the most innovative of the ten top US retailers because this retailer has remained strong during these bad ecomonomic times and this retailer is so successful with bed linens. Also no other product category at BB&B is as successful.

Tricia, how is the business after the economic crisis?
Consumers have shifted their buying habits and are demanding products with a higher value. Many consumers are "trading-down" and shopping at stores with lower price points.

How is the home textile business after the economic crisis?
The ranking of the top 10 retailers has changed a little in the past year. Target and J.C. Penney have lost sales most recently. Only TJ Maxx, Williams-Sonoma and Family Dollar have changed positions and remain within those rankings.

What are the strategies of the apparel retailers after the crisis?
Retailers and brands have tighter control on inventories after the crisis. Some strategies are:
1. Exclusive designer collections such as Madonna at Macy's or Stella McCartney at GAP.
2. Seeking new supply chains to reduce leadtimes or have flexible minimums.
3. International expansion, for example Levi’s, J. Crew, GAP or Nike.

Nina, what are the strategies of the home textile retailers after the crisis?
The strategy of the retailers is to enhance their product assortment without increasing the cost to the consumer which is already giving the retailers tightly limited margins. In the home products area the suppliers are being squeezed while their supply chain costs rise.

Tricia, what are the important topics to the retailers now?
With more than 160,000 apparel retail stores and 14,500 brands in the USA, retailers are seeking differentiated products. They are looking for performance, environmentally-responsible products, and new technology in yarns, dyeing and finishing.

Nina, what are the important topics to the home textile retailers now?
All sectors of retail are experiencing declines in sales and profits and they wish to counter act that direction. Co-Branding and liscensing seems to be developing as a strong influence especially in the supplier market, however whether this is also adopted at retail, it is too soon to tell until after Sept.13th market week results are published. Ecofriendly products, comfort and wellness are the Key Account focus at this time. An epidemic of bed bugs in NYC has resulted in a $500,000 Mayoral investment in a task force to combat this problem. It will be interesting to see it this phenomenon has an effect beyond New York.

Shopping Tour in New York

New York is a fashion metropolis which is basically unparalleled. Lenzing Fibers have a foothold in this city and in the collections of many top labels. If you go on a shopping tour in New York, you will find Lenzing Modal® and TENCEL in all the most important stores.

Here is a little excerpt from our Shopping Tour in July 2010:

Lenzing Modal®

 

TENCEL®

Jcrew Jcrew   Banana Republic Banana Republic

discovered at J.CREW
5th Avenue, 16th Street
www.jcrew.com

 

seen at Banana Republic
5th Avenue, 16th Street
www.BananaRepublic.com

TENCEL®

 

Lenzing Modal®

Macy's Macy's   Juicy Couture Juicy Couture

seen at Macy's
34th Street between 7th Avenue & Broadway
www.macys.com

 

in the current collection from Juicy Couture
5th Avenue between 17th and 18th Street
www.juicycouture.com

Lenzing Modal® und TENCEL®

 

TENCEL®

Armani Exchange Armani Exchange   West Elm West Elm

at Armani Exchange
5th Avenue, 20th Street
www.armaniexchange.com

 

discovered at West Elm
18th Street and 6th Avenue
www.WestElm.com

Lenzing Modal®

 

Lenzing Modal®

GAP GAP   GAP GAP

seen at Bed Bath & Beyond
6th Avenue between 18th and 19th Street
www.bedbathandbeyond.com

 

in the GAP collection
42nd Street & Broadway
www.gap.com

Lenzing – Leading Fiber Innovation
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