capturing the added value of textile technologies at · heiq is a leader in textile innovation...
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Capturing the Added Value of Textile Technologies at the Point of Sales
Last updated: 08 March 2018
HeiQ – Your innovation partner
Founded in 2005 during a hike in the Swiss Alps by Carlo Centonze and Dr. Murray Height as a spin-off of Swiss Federal Institute of Technology Zürich (ETH)
HeiQ is a leader in textile innovation creating some of the most effective, durable and high-performance textile effects in the market today.
We leverage our boundless academic research network and internal development specialists to invent disruptive new technologies that meet consumer needs and outperform the market.
Engaging with brands along the entire value chain, we are the ideal partner to help innovate, differentiate products and capture the added value at the point of sale.
HeiQ employs 70 professionals of 20 nationalities in 8 countries on 4 continents
HeiQ corporate video
HeiQ global network
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HeiQ Office & Production
HeiQ Staff
HeiQ’s Distribution Partners
HeiQ’s FTZ Warehouses
HeiQ’s Research Network
Over 150 brand partners
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Aligned with your brand, HeiQ helps you realize the value of innovations on the market
and provides a 360° services approach that can be tailored to your specific needs:
Product development services
Rapid trouble shooting
Mill recommendations
Rapid supply through
distribution network
Legal compliance services
Marketing services
EHS & sustainability
services
Technical services Ingredient branding
Testing services
360° services for brand partners
HeiQ key product innovation families
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HeiQ helps you translate added value of textile technology into product price premium
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Assess willingness to pay
Reveal barriers to charge a full premium
Tools to fully extract the willingness to pay
Examine the potential price premium you can charge with a heiqed product
The gap between what is currently being charged and what can potentially be charged
Analyse the reasons why price premium is not fully extracted – the difficulties and challenge
Give you the tools to translate value of the textile technology into consumer messages
Narrowing the gap between your product’s actual value and its perceived value
Current price premium does not capture all willingness to pay
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Current retail premiums1
Moisture management
Odor resistance
Thermal regulation
Antimicrobial
Water repellent
+6%
+15%
+18%
+26%
+95%
1 Source: Cotton Incorporated 2016 Retail Monitor™ Survey (Product audited: US 1’000’000, ASIA 260’000)2 Source: HeiQ Textile Market Knowledge Center 2017 Odor Control for Textiles Consumer Research
3 Erfolgreiches Ingredient Branding, University of Zürich, 2008
Willingness to pay
can be as high as
152%2, which is not
captured in current
retail price
56% of consumers
answered that they would
pay twice as much for an
odor-free garment3
23% will pay 1.5 times as
much3
Why is the willingness to pay not fully captured?
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Difficulties to communicate about textile technologies
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“Lack of testing facility”
“Gap of knowledge
between product
development and sales”
“Too many hierarchies to
get new ideas approved in
big companies”
“Textile
technology is
‘not visible’.”
“Don’t know how to
train salespeople to
sell”
“Don’t know how to
communicate the
benefit to consumer”
In a research with 40 textile product
brands around Europe and the US (July –
August 2016)4, we identified these key
obstacles to innovate. That’s why we
create the following solutions to help you
overcome these challenges.
4 Source: HeiQ Textile Market Knowledge Center 2016 industry research
Textile technologies – the benefit you can’t see
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▪ Colorless, odorless
▪ Cannot be heard , seen , smelt nor tasted
▪ Sometimes, only sometimes, differences can be told with touch
How can we effectively
communicate the technology to
consumers?
Visualising the invisibleHeiQ gives you the tools to
communicate your heiqed products
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ChannelsChannels US consumers* learn about
performance technologies:
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CCI & Cotton Inc. 2016 Activewear global market study (N=200’000)
*Among those who seek out information on performance features
“You need to be there
when they want to
hear from you”- Clement Chan, Brand
Commercial Manager
Procter & Gamble (P&G)
Channels US consumers* like to be
educated on performance technologies:
http://www.francinebeleyi.com/advertising-formula/
Touchpoints & messages in the consumer journey
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What you want to do
AIDA*-equivalent stage
Where is the consumer?
Awareness
Information search
Desire
Action
Make consumers aware
of you
Online
E-commerce
Brick-and-mortar store
Online
E-commerce
Offline (print, OOH, etc)
Take their attention
from your competitors
Make you relevant for
consumers
Make them prefer you
to your competitors
Social media Brick-and-mortar store
Mobile phone
Convince them of the
value vs. price
Online
E-commerce
Brick-and-mortar store
Offline (print, OOH, etc)
Social media
Mobile phone
What can you do? All kinds of ads Tangible claimsOn-demand information
Catchy & crisp message
Eye-catching display
continueCatch Connect Close
Convincing RTB**
*Awareness – Interest – Desire – Action **Reason-To-Believe
POS Toolbox for heiqedproducts
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POS communication Toolbox
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O2O Hangtag – Gateway to Consumer at POS
Merits:
QR code links to Technology Video and more
information online
Omnichannel / O2O experience to help you:
✓ Communicate consumer benefit
✓ Inform technology mechanism
✓ Identify your product
✓ Complement sales staff
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4CCI & Cotton Inc. 2016 Activewear global market study
55% consumers
study the garment
tag to learn about
textile technologies4
How can a brand use these?
▪ Contact brand team at HeiQ to order the
hangtags or arrange a customised design
Temperature change that you can see– Technical USP explained in simple ways
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Can a man outrun a horse?Total focus in changing conditions -
Intelligent thermoregulation
Dynamic cooling
visualised under FLIR camera
Merits:
▪ With visuals and voices, a highly technical technology is explained and the added value
to the end-product is communicated
How can a brand use these?
▪ Hyperlink the video in their e-commerce product descriptions
▪ Use our QR code that links to the video on their POS display / hangtags
▪ Use our hangtags which has the QR code for consumers to scan and watch the video at
the POS
▪ Contact brand team at HeiQ to add your branding elements or create a customised
video for you!
8% consumers prefer
watching video to
learn about textile
technologies4
4CCI & Cotton Inc. 2016 Activewear global market study
中文字幕版本
Sticker (Example HeiQ Smart Temp)
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Merits:
▪ When all garments are attached with a hangtag, the sticker helps
your product stand out even more!
How can a brand use these?
▪ Simply stick it on the garment or packaging
▪ Possible to tailor-make it with your own messages and visuals
(contact brand team at HeiQ!)
55% consumers
study the
garment tag to
learn about
textile
technologies4
Flyer
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Merits:
▪ Technical information explained in
details
▪ 有中文版本▪ 日本語版ありHow can a brand use these?
▪ Contact brand team at HeiQ and order
the flyers for your sales training
21% like to be educated on
performance technologies by
sales staff
Heat transfer print/ sew-in/ edge label (flat)Heat transfer rubber label (0.7mm thick)
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Behind the neck
Merits:▪ Permanent technology labels remind consumers why wearing your
product feels that great, throughout the useful life of the garment.▪ Bluesign® approved material
How can a brand use these?
▪ Order from HeiQ brand team and it can be sent directly to your
garment manufacturer for application
▪ Available in other colors on request!
Recommended usage:
on the outside
and on the inside
Demo Tool – «watch» the temperature change!
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Merits:▪ Real time demonstration of speed of
evaporation in different temperature – showing the dynamic cooling effect.
▪ With a FLIR camera you can even visualize the change in temperature.
How can a brand use these?
▪ As a demonstration tool at your internal sales
meetings, for your sales people at the point-of-
sales
▪ Order your tool from the HeiQ brand team
Demo Video
Warm and cold plate with treated/untreated fabrics on top,
directly comparing wicking, evaporation and cooling properties
Reason-To-Believe Graphical Illustration:the science inside
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Merits:▪ Science is fun and impressive, but difficult to explain. These graphs
help your audience understand the mechanism of the performance technology.
▪ Can be used on any online or printed channel
How can a brand use these?
▪ Ask your HeiQ brand team to send you the graph alone, or put into a
specific design (flyer, info sheet, web page, etc)
▪ Available in other languages on request!
Consumer benefit – Verified claims
✓ HeiQ Smart Temp treated textiles dynamically react to your body temperature
✓ Textiles treated with HeiQ Smart Temp respond to changing environment
✓ HeiQ Smart Temp helps the wearer to maintain a dry feeling
✓ Cooler, Dryer and more Comfortable in changing conditions
✓ HeiQ Smart Temp gives faster initial cooling (compared to untreated fabrics)
✓ HeiQ Smart Temp cools more over a longer time (compared to untreated fabrics)
✓ HeiQ Smart Temp has a higher level of evaporation (compared to untreated fabrics)
✓ HeiQ Smart Temp has less water condensation (compared to untreated fabrics)
✓ HeiQ Smart Temp reduces chill time after exercise (compared to untreated fabrics)
✓ HeiQ Smart Temp treated textiles enhance the wearers comfort, complement the skin’s natural moisture transport and control thermal cooling
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How can a brand use these?
▪ Take the full claim and
use it in your product
packaging, e-commerce
product descriptions,
etc.
▪ If you want to use any
other wording, feel free
to send to HeiQ brand
team for a check.
There’s a lot more! Contact your HeiQ brand team for
- A full overview of B2C tools per each HeiQ technology family
- Consumer and industry research data
- Strategy consultation
- Examples how our 50+ brand partners communicate HeiQ technologies
- Full overview of all standard hangtags and customisation options
- And…collaboration opportunities& tailor-made solutions for your brand
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Above the Line
Below the Line
Through the Line
Just like all other messages,
textile technologies are best communicated to
consumers if done holistically
Examples how our brand partners communicated
their heiqed products
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Product: Second Skin training gear
Launch year: 2017
Technology applied: HeiQ Smart Temp
PO
S (
40
0+
ow
n s
tore
s)P
ack
ag
ing Technology explained
E-c
om
me
rce
Technology in
product specification
Online banners
On
lin
e
Use
r e
xpe
rie
nce
Event
Stands
Shelf
header
New website
Sp
ok
esp
ers
on
s
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Product: Various
Launch year: 2015
Technology applied: HeiQ Smart Temp
TV
Sp
ots
Pa
cka
gin
g Technology
explained
E-c
om
me
rce
Technology in
product specification
YouTube video that explains the technology
On
lin
e
Use
r e
xpe
rie
nce
HeiQ brand partner page
User review
version
driver’s
test
version golf ft.
Michael Jordan
Version X-men X-
temp ft. x-men
movie scenes
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Product: Various
Launch year: 2015
Technology applied: HeiQ Fresh Tech
Pa
cka
gin
g Technology
explained
E-c
om
me
rce
On
lin
e
HeiQ brand partner page
Performance
effect icons
Technology in product specification
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Product: A400 Compression
Launch year: 2015
Technology applied:
HeiQ Smart Temp
(old name “Adaptive”)Performance
effect matrix
FLIR
camera
image
Textile
effect
explan
ation in
text
Technology in
product specification
Pro
du
ct C
ata
log
ue
Pa
cka
gin
g
Technology
explained in
packaging
E-c
om
me
rce
Technology in
product specification
Media
event
Gym trial
YouTube
video
On
lin
e
Athlete
testimonial
Use
r e
xpe
rie
nce
Eve
nt
HeiQ brand partner page
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Product: A400 Compression
Launch year: 2015
Technology applied:
HeiQ Glide (old name “Glider”)
Performance
effect matrix
Textile effect
in product
specification
Technology
in product
specification
Pro
du
ct C
ata
log
ue
PR
Featuring in gears website
E-c
om
me
rce
Performance matrix
on e-commerce
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Contact us for marketing tools
Hoi Kwan Lam
VP Brand Strategy
Phone: +41 56 250 68 50
Differentiate.Innovate.
with HeiQHeiQ Switzerland
HeiQ Materials AG
Ruetistrasse 12
8952 Schlieren
Zurich Switzerland
Phone: +41 56 250 68 50
Fax: +41 56 250 68 41
HeiQ Hong Kong
HeiQ Ltd.
Unit 1101, 11/F, Tower 1
Cheung Sha Wan Plaza
833 Cheung Sha Wan Road
Lai Chi Kok, Kowloon
Hong Kong
HeiQ Australia
HeiQ Australia Pty. Ltd.
PO Box 940
Geelong VIC 3220
Australia
HeiQ USA
HeiQ ChemTex Inc.
P.O. Box 5228
Concord, NC 28027
USA
www.heiq.com45