LENZING AG: TAILORING SUSTAINABLE & ENVIRONMENTALLY RESPONSIBLE LIFESTYLES
Business Of Fashion|March 2021
In a tête-à-tête with IMAGES Business of Fashion, Avinash Mane, Commercial Head, South Asia, Lenzing Group talks about how Lenzing has quickly transitioned into a serious challenger for existing sustainability brands in India. He also shares his insights into the Indian textile industry, the role of sustainability as well as the brand’s response to the new connected and discerning consumer.

Lenzing AG, one of the largest wood-based fibre manufacturers of the world, has been promoting sustainable fashion in India for over a decade with its products TENCEL™ and LENZING™ ECOVERO™, all sustainable and environmentally responsible viscose fibres.

India is a young consumer market with almost 65% below the age of 35 who understand value propositions, can easily compare prices and are concerned about the environment. This combination has been the driver for fast acceptance of Lenzing Group’s products.

High-end apparel brands have welcomed Lenzing AG products into their collections including ace Indian designers like Ritu Kumar, The House of Anita Dongre and Abraham & Thakore as have premium retailer brands with strong sustainability goals such as Zara, Monsoon, Esprit, Marks and Spencer, Global Desi. Even budget brands such as MAX and FBB have incorporated LENZING™ viscose fibres into their collections.

In a tête-à-tête with IMAGES Business of Fashion, Avinash Mane, Commercial Head, South Asia, Lenzing Group talks about how Lenzing has quickly transitioned into a serious challenger for existing sustainability brands in India. He also shares his insights into the Indian textile industry, the role of sustainability as well as the brand’s response to the new connected and discerning consumer.

Excerpts from the interview… What is your assessment of the impact of COVID-19 on the Indian textile industry?

2020 has impacted every aspect of our lives. As we continue to battle the pandemic, the textiles and apparel industry within India as well as the world experienced unprecedented disruptions. The pandemic has thrown light upon the urgent need for consumers as well as organizations to focus on sustainable choices, products and processes. And to that effect, sustainable fashion has accelerated to centre stage within the industry. The global ethical fashion market was earlier estimated to grow at 6.8% CAGR, from US$6.35 billion in 2019 to $8.25 billion in 2023. The sustainable fashion trends of the future are heavily influenced by the events of today, which could never have been predicted. As we look towards 2021 and gradually recover, we believe that the changing consumer attitude will continue to encourage the industry to embrace sustainability at all levels.

How well is the industry recovering now? What challenges face the textile sector still?

With the COVID-19 pandemic, more changes have been brought to the already transforming fashion and textile industries. E-commerce platforms fuelled sales for apparel brands during the pandemic. As the country rolls out a nationwide vaccination plan demand looks up and the future looks bright for the Indian textile industry.

What are some of the major changes in this industry that were triggered by the pandemic?

As shared earlier, the COVID-19 pandemic has highlighted the urgent need for sustainable choices, products and processes. At Lenzing AG, we have been at the forefront of advocating these.

One of the important steps towards this is supply chain traceability that has become a top priority for fashion and textile brands. To address both consumer demand and compliance risks increasingly faced by brand partners, Lenzing introduced a brand-new Blockchain-enabled supply chain traceability platform powered by TextileGenesis™. It offers excellent real-time tracing from fibre to garment stages and is helpful for retailers and brands. It is accessible by all brands using TENCEL™ and LENZING™ ECOVERO™ branded fibres, and supply chain partners globally across Asia, Europe and the Americas.

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