Innovative designs, ideas in spotlight at Textil Hogar
By Susan M. Andrews -- Furniture Today, February 6, 2005
Valencia, Spain — The 36th edition of Textil Hogar held here last month showcased the innovative techniques and designs that are a hallmark of the Spanish textile industry's ongoing approach to the global market.
The strategy again paid off, as more than 15,000 trade visitors attended last month's show at the Feria Valencia — an increase of 7.8% over the 2004 event. According to Miguel Bixquert, director of the show, "we saw a lot more buyers than we had expected. And, despite the situation of the industry, exhibitors expressed their satisfaction with the results."
Bixquert said about 10% of visitors were from outside Spain, including Portugal, Italy, France, United Kingdom, Germany and Belgium, as well as Mexico, Russia and Turkey.
Spanish mills are meeting the challenges of Chinese imports, difficult economic conditions and a widening trade deficit with cheerful determination and a realistic approach, which includes an intense attention to trends and innovative marketing that demonstrates a real point of view.
The booths of Spanish textile producers are invariably outstanding — whether the show is in their own backyard or at a foreign show — but they reached a particularly high level of artistry at the latest event here.
Among these creative displays, which are light years away from the typical American fabric exhibit, enthusiastic buyers shopped for upholstery fabrics and other home textile products on display by more than 400 exhibitors.
Although the typical Spanish look was present, there were fewer of the large-scale florals associated with the Spanish textile aesthetic and more artful stripes, plains and novelties. Rich and neutral shades of brown and natural were seen as often as vivid reds, oranges and purples.
Big challenges
The recent elimination of global textile quotas had little effect on the Spanish industry, according to Jose Ramon Revert, president of the National Committee for Commercial Promotion and Exports of Home Textiles.
"They (the Chinese) have been here already and in addition, we are aiming for the higher end of the market.
"The change in the market — the 40% change in the value of the euro to the dollar in the past three years, for example — and the increase in low-cost imports, happened with such supersonic speed," Revert said, "that not everyone was prepared and some mills have had to close."
Spain had about 7,000 textile-producing companies in 2004, employing about 243,000 people and production estimated at almost 13 billion euros, which was down 2.7% from the figures for 2003.
Many Spanish textile producers need to reduce their workforces to remain competitive, but labor rules in the country are so costly that some companies would have to be sold in order to provide sufficient funds to pay off former employees.
For now, the remainder of the industry, Revert said, "continues to concentrate on better product, improving service and logistics, offering smaller quantity requirements and more customization."
But mills aren't counting on those changes and determination alone to keep them in business, Revert said.
"We are looking at legislation to find a new plan. We are working with the unions and the economic authorities to remedy the costliness of reducing a workforce. These are very hard times for our industry, and we need this sort of 'government-assisted restructuring' to help us survive."
As for the U.S. market, the weak dollar makes it less-than-appealing for European producers.
"It's nearly impossible to do business in the United States now because of the strength of the euro," Revert said, "so most Spanish companies are concentrating their efforts with the European market and within Spain.
"My company, for instance (Manuel Revert), exports to 80 countries around the world, but not so much to the U.S. right now."
While acknowledging the reality of the changes wrought by the elimination of textile quotas, Spanish producers also see some new opportunities.
Rafael Pascual, head of fabric producer Interfabrics, said that like many other Spanish textile sources, his company believes it just makes sense to find a way to co-opt the Chinese advantage.
"We see the opportunity to buy something like a faux suede microdenier, for example, and then embroider it or print it or emboss it — to do something to make it our own."
Interfabrics, which produces a wide range of home furnishings fabrics, also has a division called Destiny & Design that markets edited packages of home accents as well as textiles and finished products like top-of-the-bed and window coverings. The company enjoys a large share of the Spanish retail market thanks to Pascual's belief in the value and power of consumer advertising that is flexible and meaningful.
Currently launching a new campaign with its celebrity spokesperson Nacho Duarte, a well-known Spanish choreographer, the Destiny & Design retail marketing division has focused on selling the "experience" of a serene, creative and comfortable lifestyle represented by Duarte.
"The new campaign," Pascual said, "will be more than shots of him looking at the camera. It will make a genuine connection between his creativity as a choreographer and the creativity expressed through the weaving of texture and color into fabric."
Paduana, a well-known Spanish line, debuted a new marketing campaign that was a knockout. The booth was decorated with upscale displays of elegant cosmetics, and inside were gigantic posters featuring black-and-white photos of models with a colorful motif pulled from a Paduana fabric.
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