Home / Knowledge / News / Textiles / More communication on odour in textiles needed: report
More communication on odour in textiles needed: report
21
Jun '17
HeiQ, a leader in effective, durable, and high-performance textile innovation, recently conducted an in-depth consumer research study in May. According to the study, the awareness of anti-odour functionalities in clothing or home textiles is significantly low, and more communication about textile products empowered with odour control technologies is needed.

American consumers with an average level of activeness were interviewed on the topic of textile odour control, covering a wide range of home textiles to apparel. HeiQ’s Textile Market Knowledge Centre (TMKC) has notably shed light on the current consumer perception of odours on clothing and home textiles in general, and their level of awareness and involvement in embedded odour control technologies.

All participating consumers were concerned about odours on their textile goods, but their current solution only focuses on post-treatments, like higher frequency of washing, or using stronger washing aids such as bleaching and stronger detergent. None of them mentioned buying textile products with inbuilt textile technologies that prevent or fight against odours. However, once probed, they found it appealing if a textile product would prevent odours to develop or even tackle odours from the surrounding environment, according to the survey.

In fact, consumers were willing to pay a 15 per cent price premium for textiles with odour control functionality. Therefore, the implication for textile brands is that an extensive communication of their products with anti-odour performance would help consumers identify the right product that would solve their textile odour issues. During this in-depth consumer research study, HeiQ also tested different existing marketing messages from brands and ingredient brands and detected what method of communication works best.

If brands communicate that their products will not stink, and basically would not need an extra washing cycle, those brands can indirectly contribute to a reduced environmental footprint of their textile goods plus prolong the product’s lifetime, the report concluded.

Furthermore, the participating consumers were keen to gain more knowledge about the textile products of interest. Some of them mentioned that they search online for the product while they are in a store. Ingredient branding might be the solution to serve consumers with value-adding information directly from the ingredient brand’s website. At the same time, brands save the effort in building those required contents and rely on expert, compliant, and legally vetted communication.

According to reports, participating consumers would appreciate a solution that additionally eliminates unwelcome environmental odours from the textile, if available. HeiQ’s recently launched, 2-in-1 high-performance product, HeiQ Fresh AGOS (under the HeiQ Fresh Techfamily) inhibits the growth of odour-causing bacteria and at the same time sequesters surrounding bad smells, for a full odour control experience. (GK)

Fibre2Fashion News Desk – India


Must ReadView All

Market share of Indian textile items expand in 13 nations

Textiles | On 11th Dec 2017

Market share of Indian textile items expand in 13 nations

Thirteen countries — Germany, France, Italy, the United States,...

Courtesy: EUBrasil

Textiles | On 11th Dec 2017

Euratex, ABIT welcome negotiations for EU-Mercosur FTA

European Apparel and Textile Confederation (Euratex) and the...

Most firms expect no change in investment plans: CII survey

Textiles | On 11th Dec 2017

Most firms expect no change in investment plans: CII survey

Despite visible optimism in Indian industry with the Confederation of ...

Interviews View All

Darshan Mehta
Infinium Polychem

We are spending double digit figures on R&D

Prabu Mohanram
Balavigna Weaving Mills Pvt Ltd

The biggest challenge that the weaving industry faces is high price

Claudia Kersten
Global Organic Textile Standard

‘GOTS is a very efficient supply chain management tool, especially for...

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.2%
No
12.1%
Skip
18.7%

Total Votes: 91

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.5%
No
30.8%
Skip
7.7%

Total Votes: 91

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
86.8%
No
9.9%
Skip
3.3%

Total Votes: 91

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.3%
No
8.8%
Skip
9.9%

Total Votes: 91


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search