A Career Marketing Cotton


C
otton Incorporated recently announced the retirement of Ira Livingston, senior vice
president, consumer marketing. Livingston, who began his career at Cary, N.C.-based Cotton
Incorporated in 1975, most recently supervised the trade, consumer and retail communications
strategies for the company.

“Ira has been an invaluable asset to the company and to the cotton and textile industries,”
said J. Berrye Worsham, president and CEO, Cotton Incorporated. “We will miss his knowledge and
insight; his wit and wisdom.”

iramic

Livingston, a textile chemistry graduate from Philadelphia University, has witnessed
tremendous changes in the cotton, textile and communications industries.

“Thirty years ago, the cotton industry was facing a serious threat from synthetic fibers,” he
recalled. “Cotton had a 34-percent market share. But, with focused consumer and trade programs, we
were able to dramatically reverse that ratio.” Integral to that turnaround was the introduction of
the Seal of Cotton and “the fabric of our lives” tagline. “Today, the Seal of Cotton has an
over-80-percent recognition rate in the US,” Livingston said. “And, although ‘the fabric of our
lives’ tagline was retired two years ago, it has become a part of popular culture,” he added.

While advertising represents the “
pull” of Cotton Incorporated’s long-standing push-pull strategy; the “push” is the promotion of
upland cotton to the textile industry. Here, too, Livingston played a key role. “We knew early on
that cotton had to go global,” he recalled. As director of international markets in Europe,
Livingston opened the company’s first international office in London. Subsequently, he oversaw the
activities of both that office and similar outposts in Asia.


Reflecting upon his three decades
handling consumer, trade and retail marketing at Cotton Incorporated, Livingston noted the greatest
changes he’s seen have been in the ways companies communicate their messages. “Back in the day, you
had print, radio and television,” he explained. “Today, you have all that, but also e-mail,
websites, podcasts, interactive kiosks and so on, that give you a chance to increase your reach for
less money.”


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During his 30-plus-year career at Cotton Incorporated, Livingston handled consumer, trade
and retail marketing.

Although many pundits predict the end
of television advertising, Livingston is not so sure. “Advertisers will always go with the
technology that works — today, that’s television,” he explained. “With it, you have sight, sound
and motion on a big screen. Internet advertising offers some of this, but is still not perfected to
the level and measurable reach of television commercials.”

Notable among Livingston’s accomplishments are securing Gulf War firefighter and hero Red
Adair for a series of Cotton Incorporated trade ads. He also cultivated a long-standing
relationship between Cotton Incorporated and Cincinnati-based consumer goods conglomerate Procter
and Gamble, which continues to include the famed Seal of Cotton on select laundry detergent brands.

Prior to joining Cotton Incorporated in 1975 as manager, Central European accounts,
Livingston was a stylist and salesman for J.P. Stevens & Co.

Livingston will officially retire, he states, “… at 12:01 a.m., Jan. 1, 2007.”



November/December 2006

Quality Fabric Of The Month: Techno-Luxe

Alpaca and silk tend to be associated more with elegance and luxury than with the rigors of extreme sports, yet both fibers are well-suited for activewear because of their inherent lightweight, insulative and comfort properties. Latitude 15 — a line of “smart” shirts for such
activities as skiing, hunting, trekking, sailing and other arduous sports — combines a baby alpaca/silk-blend knitted face fabric with an underlayer of Wilmington, Del.-based Optimer Performance Fibers Inc.’s dri-release® moisture-wicking fabric with FreshGuard® odor-eliminating treatment. The dri-release layer is further enhanced by the addition of X-Static® silver-based antimicrobial, antistatic, temperature-regulating fibers from Noble Biomaterials Inc., Scranton,
Pa.

Americas International Consultants Inc., Vergennes, Vt., produces and markets the Latitude 15 line, whose name refers to the latitude of the alpaca’s native habitat in Peru. According to the company, the shirts are comfortable in temperatures ranging from below zero to room temperature. Bob Hardy, an alpaca farmer and president of the company, said they are intended to be worn as a base layer — hence the description as a shirt rather than a sweater — so that the wearer may take advantage of all the performance benefits provided by dri-release — a microblend of hydrophilic natural fibers that contribute a soft hand to the fabric and absorb moisture from the body, and
hydrophobic man-made fibers that force the moisture through the fabric to evaporate on the surface. At the same time, the shirts — designed by David Stensland, sweater designer and owner, RedMaple Sportswear Co., Kittery Point, Maine — also offer comfortable style for wearing in casual settings.

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Latitude 15’s open-mesh alpaca/silk face fabric structure reveals the
dri-release®/X-Static® underlayer and also traps air to insulate the body.

“The structure enhances and enables all the different elements of the garment to maximize the performance,” said Karen E. Deniz, managing director, marketing, Optimer. She explained that the underlayer functions as intended next to the skin, but the open character of the alpaca/silk layer allows the moisture to be released out the face of the fabric.

Dri-release replaces the shirt’s original polyester moisture-management underlayer. Hardy said the new version of the shirt is more comfortable and performs better than the original.

The Latitude 15 shirts are made in Peru and are offered in the United States through retail outlets including alpaca farm stores. Available in two styles and four colors, they may be dry-cleaned or hand-washed.

November/December 2006


For more information about Latitude 15, contact Bob Hardy (802) 475-2440.  For more information about dri-release, contact Karen E. Deniz (908) 771-0769.

Treasury Secretary Is Key Man On Chinese Trade


U
S Treasury Secretary Henry M. Paulson Jr. has emerged as the point man for the Bush
administration’s US/China trade relations, and whether that bodes well for the textile industry
remains to be seen. In any event, nothing substantive is likely to happen in the near future. As a
former Goldman Sachs executive who traveled to China frequently, Paulson has developed close ties
and access to top Chinese officials. But following his first meeting in Beijing as treasury
secretary, Paulson came home empty-handed except for a commitment to a strategic economic dialogue.

Warning that there are no short-term quick fixes on trade issues with China, Paulson said he
will meet twice a year with Chinese officials to address both bilateral and global issues.
President George W. Bush gave the dialogue his blessing, saying the economies of the United States
and China have been “engines of global growth,” and that “we must ensure that citizens of both
countries benefit equitably from our growing economic relationship.”

Although the proposed dialogue did not elicit strong responses from Washington lobbyists on
both sides of textile trade issues, the Washington-based US Business and Industry Council, which
includes textile manufacturers in its membership, called the plan “bureaucratic gimmickry” that
will avoid dealing with what the council called China’s “predatory trade practices.”

Successive secretaries of commerce in the Bush administration have shown an understanding and
sensitivity regarding textile trade issues, and they, along with the USTR, were successful in
developing the safeguard mechanism to deal with market disruption by Chinese imports.

At a news conference following his meetings with Chinese officials, Paulson was pressed for
comments on dealing with specific issues. He emphasized the importance of the process that was
developed, and said the goal is to discuss long-term structural issues rather than to seek
immediate solutions to issues of the day.

Paulson indicated little progress had been made on resolving what US industries consider
Chinese currency manipulation that gives that country an unfair trade advantage. There again, he
said this is a complicated issue that China will have to deal with gradually as it attempts to move
toward more of a market economy. He did say that issue will be addressed on an ongoing basis, along
with protection of intellectual property rights and greater access to the Chinese market. He was
unwilling — or unable — to predict when there will be concrete results.


Textile Companies May Have New Trade Tactic

Although US textile and apparel manufacturers and their supporters in Congress failed to
block permanent normal trade relations with Vietnam, concessions wrung from the Bush administration
may have some long-term benefits.

There are two key provisions with respect to Vietnamese trade: The bilateral agreement
between the United States and Vietnam provides that if Vietnam fails to eliminate subsidies to its
textile and apparel manufacturers, the United States may reimpose import quotas; and the Bush
administration is committed to self-initiating anti-dumping procedures against Vietnam if it can be
demonstrated that its products are being sold on the US market at less than fair value.

In the past, anti-dumping remedies against state-run economies were not available to US
textile manufacturers, as the government had ruled they do not have standing. That precluded US
textile manufacturers from seeking relief from Chinese imports. In letters to Sens. Elizabeth Dole,
R-N.C., and Lindsey Graham, R-S.C., Commerce Secretary Carlos M. Gutierrez and USTR Schwab said the
Bush administration will systematically monitor and review US imports of textiles and apparel from
Vietnam, and the Commerce Department will examine whether initiation of an anti-dumping action
would be warranted under US law and applicable World Trade Organization (WTO) rules.

The letter stated that, for the duration of the Bush administration, the Commerce Department
will take note of the special sensitivity to the domestic industry of trousers, shirts, underwear,
swimwear and sweaters. The trade officials said they hope this will alleviate the domestic textile
industry’s concerns. Textile industry officials say a precedent has been established, and that same
principle can be applied to China.

That precedent — if it is one — was soundly denounced by a coalition of eight importer trade
associations whose members account for virtually all of the US imports of textiles and apparel.
They said the commitment “has effectively turned the administration’s back on a long-standing
policy of resisting political pressure to self-initiate anti-dumping cases.” The associations said
the commitment sets a “terrible and likely irreversible precedent” for the Bush and future
administrations in the conduct of anti-dumping cases. They said this would harm not only US apparel
retailers, importers and manufacturers, but any US industry in manufacturing and agriculture that
depends on a global supply chain. In a separate letter to government trade officials, the New York
City-based US Association of Importers of Textiles and Apparel (USA-ITA) called the agreement a “
secret deal” that has “pulled the rug out from under Vietnam,” adding that the procedure could be
applied to any other country or industry. USA-ITA Executive Director Laura E. Jones said, “After
Vietnam agreed to do more than any other country to get into the WTO, the administration and the
senators have created a process that robs Vietnam and importers and retailers of the one benefit
Vietnam had paid a high price to obtain and is absolutely essential in our business.”

That is all well and good as far as US textile manufacturers are concerned, as they see it as
a powerful tool in dealing with China as well as Vietnam in the remaining years of the Bush
administration. In view of the highly controversial nature of the commitment, the question will be
just how quickly and effectively the Bush administration is willing to carry out the commitment.


Government Cracks Down On Illegal Imports

The US government is cracking down on illegal imports of textiles and apparel on several
fronts with considerable success, as $120 million in illegally smuggled or transshipped goods were
seized over the past year. As the United States has negotiated more and more free trade agreements,
it has become increasingly important that nonparticipating countries do not benefit from the
special quota and tariff concessions.

Government trade officials are focusing on burgeoning trade in counterfeit goods that violate
copyrights and trademarks. The US Chamber of Commerce says these intellectual property violations
amount to as much as $12 billion a year in apparel and footwear trade. Although there are a goodly
number of seizures of illegal goods each year, industry officials believe only a fraction are being
caught. The Arlington, Va.-based American Apparel and Footwear Association is working with its
members to address the problem, and a number of individual apparel companies have enforcement
departments looking for violations in stores, on the Internet and on the street.

Noting that China is a top intellectual property concern, US Trade Representative (USTR)
Susan C. Schwab said China’s enforcement of intellectual property rights is “inadequate and
unacceptable.” To address problems with China and other countries, Schwab said, “[W]e are using
existing tools, engaging our trading partners on multilateral and bilateral levels, beefing up
efforts within the USTR office and other government agencies, and thinking of new ways to address
these problems.”

Congress has appropriated more than $3 million in the coming year to continue US Customs and
Border Protection programs designed to stop illegal transshipments of textiles and apparel. The
service is using jump teams to visit factories to determine whether they have the capability of
producing products shipped in their name, and using sophisticated technology at ports of entry to
determine if shipments are legal. If not, they are seized and kept out of commerce.



November/December 2006

Wellman To Restructure

Wellman Inc., Fort Mill, S.C., plans
to restructure its US fiber operations in an effort to improve its operating results, and reduce
overall debt and working capital. As a result, the company will close its fiber production
operations in Johnsonville, S.C., and consolidate all US fiber production at its Darlington,
S.C.-based Palmetto plant, which has an annual polyester fiber production capacity of 500 million
pounds. Wellman also plans to sell its Material Recycling Division, a converter of post-consumer
polyethylene terephthalate (PET), and production equipment for its specialty coarse-denier
Wellstrand® fiber. The restructuring will result in the loss of some 300 jobs out of a total 550
positions in Johnsonville, according to Wellman spokesman Michael Bermish, who said the company
will continue to produce nylon engineering resins in Johnsonville. The restructuring is expected to
be complete by the end of 2006.

“We will be able to operate one fiber facility at close to full capacity rather than
operating two underutilized facilities,” said Thomas M. Duff, chairman and CEO. “This will allow us
to lower our overall costs and remain more competitive in our domestic fiber operations.”



November/December 2006

PGI Finalizes Contract With Reifenhäuser Reicofil

Polymer Group Inc. (PGI), Charlotte —
through Dominion Nonwovens Sudamericana S.A. (DNS), its joint venture in Buenos Aires — has
completed a contract with Reifenhäuser Reicofil GmbH & Co. KG, Germany, to purchase a
wide-width, multi-beam spunbond line for the expansion of the DNS facility.

“PGI’s strategy of growing on a global basis to provide the right products where customers
need them continues to be a focus for our business,” said William B. Hewitt, interim CEO, PGI. “Our
strategic relationship with Reifenhäuser Reicofil has been paramount to executing that strategy for
many years and we are focused on sustaining the mutually beneficial relationship for many years to
come.”

The new line will more than double DNS’s capacity. Construction of the new facility will
begin later this year, with installation expected to be complete by the end of fiscal year
2007.

Rieter Upgrades R 40 Rotor Spinning Machine

Switzerland-based Rieter Machine
Works Ltd. has released an upgraded version of its R 40 rotor spinning machine. According to the
company, the new machine can be equipped with up to 400 rotors and four robots, uses 7-percent less
energy than the previous version, and offers a simplified operation with high spinning stability.
The machine also can be equipped with fancy yarn devices from specialist manufacturers.

The updated R 40 capabilities include: rotor speeds of 160,000 rpm and delivery speeds of up
to 350 meters per minute; quick and accurate frequency-controlled drive adjustment at the machine
control panel; and quick batch changes. The company credits updated drive technology and optimized
bearing technology with reducing energy requirements. Furthermore, Rieter reports, the machine’s
Aeropiecing technology improves piecing quality; and the robot’s Expert Piecing System, which also
can be retrofitted on existing R 40 machines, offers simplified settings.

Fancy yarn devices can be added to create multicount and multitwist effects, slubs, and a
combination of multicount and slubs. Rieter can integrate the Caipo system into the machine’s ex
works under its Variospin label. Other options include software packages for designing and
analyzing the effects.

November/December 2006

Hellenic Installs Monforts Denim Line

Greece-based Hellenic Fabrics — one of the top three denim producers in Europe — has installed its
first complete denim finishing line from A. Monforts Textilmaschinen GmbH & Co. KG. The line,
ordered through local representative EKTE, includes a washing and drying line, and an elevated
Thermex 6500 loop dryer that provides an integral stretching unit for denim treatment.

The line also includes a compressive shrinkage unit that offers lower running costs and
increased reliability, according to Monforts. These units also offer edge cooling of the rubber
belt for longer service life, cooling water recycling, and Twin-Shrink system for improved
shrinkage and hand.

“The new denim line will provide us with many advantages to improve fabric finishing,” said
Ioannis Andrias, chief plant manager, Hellenic Fabrics. “Whilst it is still early days — we really
need another six months to acknowledge the benefits — already we have recognized the excellent
control of both weft and warp.”



November/December 2006

Success Through Quality



T
he 250th Then-Airflow machine manufactured by Germany-based Then Maschinen GmbH since the
company’s relaunch was recently supplied to Austria-based Huber Tricot GmbH. During a small
celebration, Then presented Huber Tricot with a commemorative plaque to mark the special occasion.

Huber Tricot, part of Austria-based Huber Holding AG, knits and finishes top-quality
products for in-house requirements and a sales collection. The most important company brands are
Huber, Hanro of Switzerland and Skiny.



Company Overview


Huber Tricot was founded in 1908.
Since 1968, production has been centered in Mäder, near the border with Switzerland. Today, Huber
Tricot employs 290 in knitting, finishing, cutting and prototype sewing shops.

Huber Holding employs approximately 800 people. Following a slump from 1999 to 2002, Huber
family members and financial investors formed a new partnership with 50-percent involvement of a
Chinese/Australian partner, Benger Brands Ltd., Hong Kong, which put the company back on track.

“From 1999 to 2000, we had major problems, and the bottom of the economic trough was
reached,” said Huber Tricot CEO Helmut Schrenk. “In 2002, radical measures were initiated, and the
entire company was restructured. The primary aim was to retain Huber’s traditionally high
standards, and to this end, we installed the first central dyehouse control system from Then.
Success came relatively quickly, and from 2003-04 onwards, we have been in the black, and our
equity ratio currently stands at 42 percent.”

Schrenk also described the restructuring and adjusted use of production capacity as
additional important measures, and these were achieved with the assistance of Karl-Heinz
Überbacher, head of finishing. Until 2002, production was exclusively for in-house consumption
only, but since 2003, a collection has been presented that has attained extremely rapid success. “
Today, we are already selling over 50 percent of our production to third parties, and the trend is
upwards,” Schrenk said. “In this way, we have been able to achieve 100-percent use of production
capacity.”

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Werner Hübsch (left), sales director, Then Maschinen GmbH, presents Helmut Schrenk, CEO
(center), and Karl-Heinz Überbacher, head of finishing, Huber Tricot GmbH, with a commemorative
plaque to mark the delivery of the 250th Then-Airflow machine.







Quality And Creativity Number






The most important target groups are
comprised of first-class make-up companies around the world. In view of the battle for market
share, Schrenk sees just one possibility: “We seek to serve our global customers with excellent
quality and market-compatible prices. This is the only method of creating long-term chances in this
tough market.”

Schrenk stresses his pride in working with a good team that pulls together. He sees a
leading role for Huber Tricot in the natural-fiber segment. The company mainly uses natural-fiber
yarns made of cotton, wool, silk and, as an exclusive feature, a blend of silk with elastane.

In order to be on pace in a creative sense, the company has its own development department
with a staff of four. Close contacts with fiber manufacturers and customers, and visits to trade
fairs, including Expofil in Paris, also provide further inputs for the development of new and
fashionable qualities. The company regards the focal points of the future as consisting of the
continued development of products of the highest quality with fine gauges, in combination with
mercerized articles.







Markets






Output in the three-shift operation
amounts to 2,000 metric tons per year, which adds up to some 11 million meters of open and tubular
goods. The export quota is high and on the increase, with the most important markets currently
being Japan, Great Britain, Germany, Switzerland, Belgium and the United States. Huber is the
supplier for a range of well-known labels in the high-price segment. The global market/sales unit
consists of both Huber staff and local representatives. During the last year, group sales amounted
to around 90 million euros.

Schrenk describes the protected Smooth Skin quality, a particularly fine finished fabric, as
being a sales program hit. As demonstrated by Überbacher using various washing samples, even after
30 to 50 washes, the product looks like new and shows no sign of pilling. “This process was
developed on our Then-Airflow machines,” Überbacher said.

Schrenk is satisfied with the current market situation but added: “There is stiff, predatory
competition, and a company like Huber can only be successful through first-class quality and
perfect service, which enables us to face up to the big producers. We do not sell via price, and
our customers are satisfied when they receive top standards. We also supply small quantities such
as 2.5 kilograms of goods for collars.”








Machine Pool








Huber uses only German and Swiss
machinery, including seven Then-Airflow AFA units all controlled by the TDS System. The TDS assumes
the administration and organization of the dyehouse and integrates both Then and other product
makes, PC control systems and hosts to form a complete system. This includes order supply,
disposition, recipe systems and calculation programs for the optimization of dyeing processes. The
linkage of the various parts of the dyehouse is guaranteed by an optimum data flow and a clearly
structured and flexible production sequence. Production data input takes place centrally.

The order for three Then-Airflow AFA units included the 250th machine to be produced by Then
since the company restart. “The jubilee machine is one of an order of three, and naturally we are
satisfied — otherwise we would not buy any more Then-Airflow equipment,” Überbacher said. “In
addition, the complete process control system with TDS functions perfectly, and amortization will
take just two years.” Huber Tricot and Then have been cooperating successfully for many years, and,
according to Überbacher, the first prototype machines were the result of joint development
work.






November/December 2006

Narrow Fabric Days 2006


mullermen
Erich Essig (right) presents his new book, “Mubook Vol.2,” to Christian Kuoni, CEO, Jakob
Muller.


J
akob Müller AG recently held its annual Narrow Fabric Days 2006 at its headquarters in
Frick, Switzerland. The event included a presentation of Müller’s manufacturing site, the grand
opening of the Jakob Müller Museum, and the sixth Narrow Fabrics Conference, titled “The
Value-Added Chain in the Narrow Fabrics Industry.”

Approximately 300 attendees from 49 countries around the globe participated in this meeting
of specialists involved in everything from research to manufacturing in the narrow fabrics field.
The conference featured 11 experts who presented information on a range of topics including
value-added management, intelligent products and raw materials. Developments and future potential
for developments over the next decade in the narrow fabrics industry also were highlighted.

State-of-the-art machinery, including new machines from every segment, was presented from
Müller’s complete range — from production through finishing and making up. The NF…ds uses brand-new
technology to produce velvet ribbons with pile on both sides. Other machines on display included
the NF80 2/310, used to make elastic and non-elastic products; the MDR42 M24, featuring an
electronic picot device and electronic warp guide bars; and the latest-generation LCFR2
label-cutting and -folding machines.

The company also used the opportunity to officially open the Jakob Müller Museum. The
facility features 51 exhibits including machinery used in the manufacture of ribbons and related
products over the past 200 years. During the opening ceremony, Christian Kuoni, CEO, Müller, not
only looked back over the company’s 120-year history, but also gave an optimistic outlook for this
segment of the textile industry, with its enormous potential as it expands to new applications. A
review of the development of the narrow fabrics industry and the evolution of the machinery was
presented by Professor Urs Meyer, ETH Zürich. In addition, Erich Essig presented his new book on
the production of narrow fabrics — “Mübook, Vol. 2, Narrow Fabric Needle Loom Technology.” The book
features three sections focusing on technology, technical calculations and weaving theory.

November/December 2006

Stork Prints Unveils Laser Engraving System

The Netherlands-based Stork Prints Group has launched the bestLEN 641X laser engraving system. The
new system features a semisealed carbon dioxide format that offers low gas usage, long lifetime and
low maintenance; a top surface engraving speed of 18 meters per second — making it the fastest
engraver for textile applications, according to the company; a maximum resolution of 2,450 dots per
inch; and a 500-watt laser that allows fine, sharp images.

The system is available in two models: The bestLEN 6412 offers a maximum engraving length of
2,100 millimeters (mm). The bestLEN 6413 is able to accommodate engraving screens up to 3,500 mm
long. Repeat sizes on both models range from 537 mm to 1,169 mm.



November/December 2006

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