Brand loyalty in the synthetic turf market, as far as yarns are concerned, is quite high.
Enrico Buriani talks about the industry for synthetic turfs and yarns with Mary Christine Joy.
Tessiture Pietro Radici is one of the founding companies under the Radici Group. It deals in artificial grass yarns or synthetic turf yarns.
Enrico Buriani has been leading the company since 2000, and is well versed in the industry for his knowledge on synthetic turfs.
Being associated with a multi-national company and being on such a responsible position, can you give us an idea of how you started your career and how was your way all throughout? What were the challenges that you faced and what was your strength?
I am a doctor in Chemical Engineering and am 51 years old now. I have been holding this position of a CEO at Tessiture Pietro Radici since December, 2000. Tessiture Pietro Radici manufactures polypropylene spunbond nonwovens and synthetic fibres for artificial turf in polyethylene, polypropylene and nylon. Before this, I used to work as a marketing and sales director at 3V Sigma, a multinational private company manufacturing chemical additives for the industry.
What have you got to say about brand loyalty in the market? It is very often seen in the apparel industry, but is it equally prevalent in the textile industry?
Brand loyalty in the synthetic turf market, as far as yarns are concerned, is quite high. This comes from the fact that clients are reluctant to change suppliers, this being very critical for the application in terms of quality and performances to be guaranteed in the medium to long term (5 to 10 years).
We believe the demand for synthetic turf is increasing in the market. Do you agree? Please let us know your views.
The market for synthetic turf is increasing on a worldwide basis.
As far as sports applications are concerned, the key drivers are two:
*The maintenance work is reduced in comparison with a natural grass pitch
*The possibility of exploiting the pitch for many hours per day without jeopardizing the quality of the field's playability. This is very important for community pitches and amateur teams (non professionals) when all the squads, whose team is comprised of young players (under 21 years), have to play on the same field for official games and training.
If we consider artificial turfs in the application of decoration, gardening, and so on (the so called 'Landscaping'), scarcity of water for irrigation is the key driver.
In order to distinguish growth among different countries, for western countries like Europe or USA, demand is increasing (not only for new pitches but also for the need of replacing the old ones, which have been in place for more than 10 years or so). In China, Russia, and other double digit growing economies, the demand is increasing, mainly for new installations.
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