LENZING, Austria
,
August 11, 2022
(press release)
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At this year’s Interfilière Paris, the world’s leading trade show for lingerie, swimwear & activewear fabrics, the TENCEL™ brand introduced its new and exciting Lyocell Standard fiber capsule collection. Following the event, an exclusive webinar took place titled “Why TENCEL™ branded fiber is the key fiber of the future and at the heart of all lifestyle trends”. Expert fashion trend forecasters and key Lenzing collaborators, Sue Barrett and Maria Janssen, together with Bernd Schleuchardt, Senior Business Development Manager Fashion Knits & Essentials at Lenzing, shed light on the consumer lifestyle trends that inspired the collection and discussed the relevance of TENCEL™ within emerging consumer attitudes and lifestyle shifts. Sue, Maria, and Bernd commented that in today’s new world order, consumers are striving to evaluate, heal and protect themselves and the planet. They outlined seven key consumer lifestyle trends: emotional wellbeing, rest mindset, indulgent self-care, versatile apparel, inverted layering, premium ingredients, and communicating values. These trends stem from a rapid change in lifestyle following the pandemic. As the world observed a reduced environmental impact thanks to slowed trade and travel, people are making more time for wellness and a greater emphasis has been placed on sustainability. In light of this, the presentation revealed that as people work towards their wellbeing and the future of the planet, they curate and evaluate the products and environments they surround themselves with. Brands and retailers adhering to these seven trends can ensure that the quality and value of their products meet consumer standards, and also provides consumers with peace of mind about the impact of their purchases. “Within the TENCEL capsule collection, we focus on those quality and those wellness benefits that you’d really want to hug and feel next to your skin,” said Maria. The TENCEL™ Lyocell fiber collection acknowledges these trends by focusing on three consumer lifestyle-driven areas: Home Spa, Switchwear and Rest + Recovery. The first factor, ‘Home Spa’ caters to people’s desire to own indulgent products with a touch of glamour that enhance their daily lives. Secondly, ‘Switchwear’, addresses the consumer need for versatility in everyday clothing, empowering people with 24/7 hybrid solutions for dressing up, working out, and playing. Lastly, ‘Rest & Recovery’ ensures that comfort is a top priority, with the feel of the fabric providing an unparalleled sensory experience. “Sustainability is a journey, sustainability is a shared responsibility, it’s a loop that we all need to connect into to make the economy circular. The global consumer needs to shift to a ‘keeper’ culture, in which the goal is to make beautiful products that people will want to keep,” said Maria in the closing remark. Overall, the webinar enabled Lenzing’s partners across the value chain, including brands and retailers, to gain a greater insight into the current mindset of consumers and how these ideologies are transforming modern fashion trends. The TENCEL™ Lyocell fibers used in the new look and feel capsule collection align wholeheartedly with these values and will continue to support consumers in their mission to nurture themselves and the planet.
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