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DuPont Textiles & Interiors launches consumer-driven model for RTW at Premiere Vision

The strong consumer orientation of DuPont Textiles & Interiors (DTI) comes through loud and clear at the DTI stand at Premiere Vision, where four key ready-to-wear garment categories are presented as pivotal Innovation Platforms. This new marketing model is based on consumer segmentation growing out of research conducted by RISC (the Research for Social Change) in Paris.

The Innovation Platforms - jeans, trousers, shirts and knitted tops - are illustrated by prototype garments for men and women and feature commercial fabrics based on DTI fibres and technology innovations. Each Innovation Platform carries precise information on the benefits of the garments shown, target consumer segment, fabric composition, mill resource and the DTI fibres that provide the desired benefit.

Thirteen leading European mills, all Lycra Assured partners, are represented.

The concept garments illustrate both aesthetic and performance advantages: from T-shirts with a silk-like handle, and all-day fresh look and feel, to trousers with built-in comfort and a flattering, figure-enhancing fit, to jeans that are virtually impossible to fray, rip or wear out, to name a few. They are presented to spark new ideas among designers, brands and retailers attending Premiere Vision. They show, in a dramatic and tangible way, highlights from DTI’s unparalleled portfolio of powerhouse brands, such as Lycra, Tactel, Cordura and Teflon. They also illustrate fibre innovations such as Lycra T-400 elastic fibre and Easy Set Lycra.

The RISC research, from which these Innovation Platforms emerged, involved the analysis of interviews with more than 15,000 consumers in Europe and the United States. This led to the identification of strategic growth groups, which account for an estimated 72 per cent of the purchasing power in the apparel sector. The research went beyond conventional socio-economic factors to include attitudes toward the body, personal lifestyles and apparel needs and expectations. The result is a look at future trends based on the sound realities of what consumers want. Lycra, Teflon, Cordura and Tactel are DuPont registered trademarks.