The next edition of the fair, Yarn Expo Autumn 2019, will take place at the earlier date of 25 – 27 September at the National Exhibition and Convention Centre (Shanghai). With positive feedback from exhibitors on the quality of trade buyers at Yarn Expo Spring 2019, and satisfied buyers reporting a diverse variety of products that met their sourcing needs and trends, the Yarn Expo case studies are a valuable insight into the fair’s success stories.

A visible supply chain for concerned consumers

A common theme across each case study conducted in March was the rise in consumer demand for sustainability and transparency, and the consequent ripples all the way through the industry. Mr Manohar Samuel, Senior President of Marketing & Business Development at Grasim Industries Ltd (of the Aditya Birla Group), observed, “A spinner cannot be sustainable by themselves. We see it as B2B2C. All of us face the common consumer, because the entire textile supply chain is now visible to the consumer. Creating an environmentally-friendly product begins with the fibre, and brands are increasingly recognising this.”

Cotton Council International (CCI) gave a similar viewpoint, noting why trade buyers from further along the supply chain are sourcing directly from yarn & fibre suppliers. CCI represent US cotton farmers overseas, and describe the US cotton industry as “one entity” with reliable quality, due to strict national standards. Ms Karin Malmström, Director of CCI China & Northeast Asia, expressed, “Our partners are hearing clear messages from their customers. They are demanding traceability. So the beautiful advantage of using traceable cotton is that it’s easier for the brands and retailers to do their due diligence, by starting right from the origin.”

By exhibiting at Yarn Expo, the companies positioned themselves in the ideal place to attract a wider variety of trade buyers looking to improve their traceability. Safilin is a company with such rooted heritage that they can point customers to the exact fields that grew the flax for their linen. Mr Herve Denoyelle, Business Development Manager of Safilin, noted, “Usually, when you are a spinner, your customers are weavers. Today that is changing. We are getting enquiries directly from brands who want to learn more about improving their carbon footprint. It’s very interesting. We are meeting a variety of trade buyers at Yarn Expo, it’s very diverse here.”