Creating better value-added products with TIFE 2015
Successful companies understand the need for short-term incremental improvements that refresh their brand through a constant stream of news to create better value-added products, even in times of recession. They also understand the importance of the annual Textile International Forum and Exhibition ( TIFE 2015, 紡織科技國際論壇暨研發成果展) to help companies addressing the changes in industrial development faced by Taiwan businesses in global markets.
That is for sure the observation made by the participants of the international forum on “Creating Value-Added Products by Means of Innovation and Branding Power” held Monday on the first day of TIFE 2015.
“Every brand needs a ‘home’ or brand story that highlights the values for which a brand stands,” said Ulrich Dausien, CEO of Yeah! AG (Germany) and the founder of Jack Wolfskin GmbH. “Technology is important but in order to create emotions it is equally important to create great products for success in the long run.”
Hsu Hung-hsuan, president of Bueno Corp./Jack Wolfskin (Taiwan), added that companies need to look toward international markets for successful branding, stressing that they should “never give up” because it is “never too late.”
Asked whether innovation or branding come first, Dr. Olivier Lavastre, research director at the National Center for Scientific Research, France, highlighted the “circular” nature of innovation, technology and branding, meaning that “without innovation, there won’t be any interest from consumers.”
“Innovation and technology need to go side by side in new markets,” noted Dr. Xiaoming Tao, professor at the Institute of Textile & Clothing, Hong Kong Polytechnic University. “But in markets that already exist, innovation leads the market,” she added.
“Customers are the king, so the product should answer the needs of customers,” stressed Youssef Senhadji, textiles laboratories manager at Decathlon, France. “Innovation is just part of the credibility of the product. If it answers the needs of customers, they will keep coming back for the product.”
Textile experts participate in the international forum on “Creating ValueAdded Products by Means of Innovation and Branding Power” held Monday, on the first day of TIFE 2015.