The fiber manufacturer Trevira has continued its restructuring process in 2012.
The middle of the year saw it concentrating each of the two product lines -filament yarns and staple fibers – on to one production site (Guben and Bobingen respectively), enabling the company to increase efficiency, slim down processes and cut costs. Already prior to the restructuring process, the major part of filament yarns was produced in Guben, and here the various stages of production have now been joined under one roof, following the shutdown of filament spinning in the headquarters in Bobingen and the transfer of texturing capacity from Poland. in the textile sector and in the European automotive industry the results of the continuing euro crisis can be felt. The main sales market for Trevira CS is the EU, with a large customer base in the southern European countries, and these are particularly affected by the euro crisis. Here new building and renovation projects in the contract sector are being held up (in hotels and public buildings for instance).
The way raw material costs are developing is not contributing to improvement either. These have shown further increases and into next year are forecast to stay at a higher level than at the start of 2012. All the more welcome, there fore, is the fact that the number of Trevira CS trademark approvals between January and October has risen compared with the same period in 2011. For 2013 Trevira is set to continue to expand measures to support and grow the brand and to develop links with customers.
Marketing and cooperation – activities and projects_Marketing activities for Trevira CS focus on supporting all stages of the textile supply chain through customizing services and especially through networking the separate stages. “The globalization of business, continuing consolidation processes, the removal of barriers between different stages in the supply chain, and not least a changing landscape in terms of trade fairs and events, all need consideration when constructing efficient service packages. As a result Trevira started in 2012 to establish fresh highlights”, says Anke Vollenbroker, Head of Marketing & Business Development at Trevira. in May the fiber manufacturer appeared for the first time at Proposte and presented to numerous customers their Trevira contact partners for support in marketing and business development in China, Eastern Europe, the USA and the Middle East. These contacts and local support have already proved a great help to many customers. Joint participation with Gold and Silver partners at MoOD Brussels and at MoOD Yarns in September points to further cooperation with customers, who found this very positive. A new concept, the so-called Jobber Day in New York in November, was targeted at networking European weavers with local dealers. This was an opportunity for European weavers to bring European design to the USA and to set up or grow business links here. The program finished off with matchmaking events in Europe, Asia and the USA, where contacts with decision-makers were established.
Launched in January, the Trevira CS Club went online in November of this year. Customers have been able to register and collect points by carrying out certain tasks and providing certain information. The Trevira CS Club system offers campaigns catering for the stages in yarn and fabric production, and also for editors and wholesalers. January will see announcement of the new Gold and Silver members who can call upon special services in 2013. A particular challenge within the context of the Trevira CS Club is participation in the “Trevira CS Fabric Creativity Competition”. This offers both the larger partners and the small fabric suppliers specializing in niche products the opportunity to secure points for themselves. Selected by a panel of independent experts, the 10 best materials – picked for their degree of innovation, technical execution and trend awareness – will be especially awarded and presented at the Heimtextil Fair.
