Sunday, October 28, 2012

Dethroning King Cotton? (1993)

This is from the Financial Times, Jan 5th 1993, and comments on the magnitude of the marketing task faced by Tencel and Alan Jones.  New technology, new product and new market, i.e. the luxury apparel market chosen for the launch. 
  • "The technical strengths and unusual properties of the material will sell it".
  • The Courtaulds approach stands in contrast to ICI's conservative approach with Tactel: Launch in a market you understand and when the properties of the fibre are well understood, relaunch in fashion.

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