China : Branding spells success

As competition becomes more intense, brand identity with a deep impact on the mind of customer means everything for textile companies.

And famous Italian yarn producer Nylstar has excelled at that.

Speaking about the success of the Meyrl Actisystem brand that the company created for its sportswear yarns at the 2005 Textile International Forum and Exhibition, Umberto Rognoni, Nylstar's Asia Director said, "Meryl Actisystem may be found as a co-brand at various Taiwanese sporting goods retailers. Products made with Meyrl Actisystem yarns include swimwear, gym clothes, sleeping bags, soccer shirts and mountaineering clothes."

Rognoni further said the reason of developing the Meyrl Actisystem brand was to build an impression that items produced with Meyrl yarns should be underlining utmost comfort and performance – two factors essential for sportswear.

At the TIFE 2005, several speakers stated that branding is the key to success in progressively more competitive textile industry and they opined that brands helped customers remember products.

fibre2fashion.com