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8 HTE
The light at the end of the tunnel is visible All people around the globe, manufacturers, buyers, sellers and consumers desperately want to see the daylight. We all missed to reduce the distances to only social distance. Right now, in fact, for 6 months, the distance is far back thousands of kilometers from our business partners. All we need is a few meters. Otherwise, the economic crisis will be worse than coronavirus. So, all parties are willing to come closer to see the products and to place orders. Almost all people hope to come closer in January. CNR Fair Organization of Turkey took a leap of faith on bringing beauty and personal care professionals as close as 1 meter of social distance on 10th of September 2020. In other words, they opened a physical fair and they succeeded. There were a lot of visitors even foreign countries. It was a risk but CNR took it. All people, related to the industry or not, were happy to see that the fair business will be possible. This was a light for the future. We are now hoping that the international fair business will be active latest in January. What is better is that we have the largest fair in January to prove the start of normalization in this field. I personally believe that Heimtextil 2021 will be the starting point for the new season and will yield excellent results for exhibitors as well as for visitors because there is a huge demand accumulation. If it becomes a successful start, then all others will follow even better. We will run to Cologne for IMM and to China for the CIFF right after it. Evteks and Proposte will contribute to the industry worldwide. We will, of course, attach first priority to the health of ourselves and our business partners and all humanity we associate with. I wish healthy, happy and prosperous days.
Mehmet SOZTUTAN (mehmet.soztutan@img.com.tr)
Group Chairman
H.Ferruh ISIK
Publisher
ISTMAG Magazin Gazetecilik Yayıncılık İç ve Dış Ticaret Ltd. Şti.
Managing Editor (Responsible)
Mehmet SOZTUTAN (mehmet.soztutan@img.com.tr)
Advisory Board
Osman Nuri CANIK Ufuk OCAK Hilmi GULCEMAL Pınar TASDELEN Ayse Mehtap EKINCI
Editorial Consultants
Prof. Dr. Ismail KAYA Assoc. Prof. Mehmet Ali OZBUDUN Inkrit BERBEE (inkrit@lobsterconcepts.nl) Milou KET (studio@milouket.com) Dr. Rolf ARORA
Correspondents
Domestic Advertising Manager
Elke ARORA Adem SACIN (adem.sacin@img.com.tr) +90 505 577 36 42 Omer Faruk GORUN (omer.gorun@img.com.tr)
International Sales Manager
Ayca SARIOGLU (ayca.sarioglu@img.com.tr) Tel: +90 212 604 5100
Technical Manager
Tayfun AYDIN (tayfun.aydin@img.com.tr)
Art Director
Tolga CAKMAKLI (tolga.cakmakli@img.com.tr)
Design&Graphics
Tayfun AYDIN (tayfun.aydin@img.com.tr)
Chief Accountant
Yusuf DEMIRKAZIK (yusuf.demirkazik@img.com.tr )
Subscription
Ismail OZCELIK (ismail.ozcelik@img.com.tr)
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PROFILE
12 HTE
New fabric adds celestial fantasy to ‘Brave Ground’
The latest fabric from luxury English interiors brand The Monkey Puzzle Tree picks up on the key themes of the moment, combining the warmth of Dulux Colour of the Year ‘Brave Ground’ with the need for escapism and sustainably sourced interiors.
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n a natural ground of unbleached linen union fabric, ‘Metamorphosis’ invites you to imagine a fantasy world, featuring metallic gold comets and mysterious faces amidst green tendrils, cobwebs, claws and unicorn horns.The large scale design gives a quirky twist to warm neutral schemes and pares beautifully with dark inky blues and greens. Charlotte Raffo, founder of The Monkey Puzzle Tree worked closely with artist Kirsty Greenwood to design the fabric. Kirsty is inspired by pareidolia - the tendency to see faces and animals in patterns and objects. Using hand marbling as a starting point she created layers of line drawings, building up a pattern of tendrils, faces and mythical creatures. A heavy unbleached linen union was chosen as a base. The fabric, which is woven in Scotland, is a characterful blend of linen and cotton, retaining the natural colour of the yarn, and showing occasional slubs and imperfections which add to the natural charm of the fabric. Metamorphosis was then screen printed in a heritage print works in Cumbria, England, using a unique combination of metallic, matt and bright inks to create depth in the design. September 2020
SEE YOU AT HEIM TEXTIL 2020 Ozgul Packing, entered to packaging sector in 1999 which takes an important place in Turkish and world economy; today it has carried production facilities to 4.000 m2 indoor area from 140 m2 indoor area which was founded for PVC bags producing. Beside wire frame, piping and biding bags
it has expanded markets which was provided facilities to high frequency packaging and offset box packing as well. Ozgul Packing is a leading company in packaging sector with experienced staffs, machine parks in the line with changing IT, R & D efforts and product design.
Adil Mh. Vahdet Cd. Yamanlar Sk. No:9A/1 Sultanbeyli - Istanbul - TURKEY Phone: +90 216 592 62 44 Fax: +90 216 592 95 75 Mail: info@ozgulambalaj.com
EVENTS
18 HTE
Heimtextil Russia 2020 Digital Delegation organized by UTIB Uludag Textile Exporters’ Association (UTIB), established in 1986 within the organization of the Uludag Exporters’ Association and having 2,744 members as of today, is an ever-growing, renovative and forward-thinking association which makes Turkey’s major textile exporters come together. UTIB has recently offered a different experience to all visitors thanks to its digital trend zone project Turkish Textile Network Dream Zone, which is developed for Heimtextil Russia Digital by Turkish Textile Network (TTN).
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he “Heimtextil Russia 2020 Fair”, which was on the dates 15 - 17 September 2020, has recently been held in Digital version this year due to the continuation of the pandemic, and a Virtual Trade Delegation organization was managed by Uludağ Textile Exporters Association (UTIB). UTİB has been seeking to adapt itself to technological innovations especially accelerated by the worldwide pandemic to find new and effective ways to bring its members together with importers all over the world. And lately, it has established a new platform, Turkish Textile Network (TTN) through which the latest trends are shared, up-to-date communication methods are used, and creative content is prepared and presented.
The very first project UTIB was announcing through TTN has been “Turkish Textile Network Dream Zone” developed for Heimtextil Russia Digital; the digital trend zone, a 360-degrees view developed with 3D modeling, where participants’ products could be seen and displayed in a much different and innovative method which is blended with digital transformation in textiles. On the TTN Dream Zone, the selected products are exhibited with a 360-degrees view via virtual reality technology and the fabric details are shown in very high resolutions. Thus, visitors are able to see 24/7, on both desktop and mobile devices, the displayed products to the perfection including designs, sewing techniques and all finest details. We welcome all visitors to the “Turkish Textile Network Dream Zone.” www.ttndreamzone.com September 2020
EVENTS
22 HTE
EVTEKS rescheduled to 2021 A
s it is known, all the national and international exhibitions, planned to be organized in Turkey between March 16-August 31, 2020 and considering the measures for the Covid-19 pandemic, have been postponed by the Ministry of Trade in accordance with the decision of the Scientific Board of the Ministry of Health, to be organized after the period September 1, 2020. Under this decision, EVTEKS – 26th Istanbul International Home Textiles Exhibition, which was planned to take place between August 25-28, 2020, has been postponed to May 18-22, 2021 upon the joint decision of Istanbul Trade Fairs and TETSİAD (Turkish Home Textile Association). EVTEKS will be once again organized in May, on its regular date. The organizer believes that it will come closer to its target, being the most important exhibition of the global home textile industry, and add power to the manufacturers and exporters of our country in the global competition. September 2020
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Commercial electronic message management system records has been extended
EVENTS
26 HTE
The mandatory implementation of the “Commercial Electronic Message Management System”, which was started by the Ministry of Commerce and whose infrastructure was completed, was extended until December 1. Lawyer Burcu Kırçıl made a statement on the subject and stated that those who want to send commercial messages within the scope of the regulation must register in the system.
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n order to provide management and control of commercial electronic messages; The Commercial Electronic Message Management System (MMS), which allows for commercial electronic message approval, the exercise of the right of rejection, and management of complaint processes, has been extended from September 1 to December 1, 2020. Lawyer Burcu Kırçıl, Founder and Manager of Kırçıl Law Firm, stated that the Law No. 6563 on the Regulation of Electronic Commerce was created in order to regulate the responsibilities of commercial communication, service providers, and intermediary service providers, the obligations to inform contracts made with electronic communication tools and electronic commerce and the sanctions to be applied, He noted that some changes were made in the current legislation. Lawyer Burcu Kırçıl stated that the regulation prepared according to the authorization given by Article 13 of the Law has been in force for a long time and the legislation in force with the Regulation on the Amendment of the Regulation on Commercial Communication and Commercial Electronic Messages published in the Official Gazette dated 04.01.2020 and numbered 30998. He explained that the changes were made. Lawyer Burcu Kırçıl explained that by making some changes in the legislation in force, a reorganization was made in the temporary article 2 of the Regulation regarding the time allowed for the transfer of the approved recipient lists of the service providers to the system until 01.09.2020. According to the regulation published in the Official Gazette dated 28.08.2020; The period of transfer of the approvals received within the scope of the regulation to the İYS by
the service providers has been extended until 1.12.2020. Referring to commercial electronic messaging and the concepts brought to us by the Law, Lawyer Burcu Kırçıl said that the Law’s commercial electronic message concept is’ telephone, call centers, fax, automatic call machines, smart voice recorder systems, electronic mail, short message service. He emphasized that he defines it as’ messages with
September 2020
EVENTS
28 HTE
data, audio and video content, which are carried out electronically and sent for commercial purposes, and that the legislator does not limit this concept to exact expressions, but leaves it open with the sampling method following the rapidly developing technology. Lawyer Burcu Kırçıl, “Law; Except for domain names and e-mail address, all kinds of communication-related to electronic commerce for gaining profit within the scope of professional or commercial activities are considered as commercial communication, and natural or legal persons engaged in electronic commerce activities are also called service providers. “ said. Lawyer Burcu Kırçıl continued her statements as follows:
What is the scope of the regulations? According to the law, a service provider will only be able to send commercial electronic messages provided that the recipient has received the prior consent of the recipient either electronically or physically with a wet signature. The situations that do not require approval in sending commercial electronic messages to the recipients in Article 6 of the Regulation are as follows: • If the buyer provides his / her contact information in order to communicate with him/her, sent for the change, use, and maintenance of the goods or services provided, • Messages containing notifications regarding ongoing subscription, membership or partnership status, collection, debt reminder, information update, purchase, and delivery or similar situations and sent to the service provider regarding the obligation to provide information under the relevant legislation, • Sent to electronic contact addresses of buyers who are merchants or tradesmen, • Following the legislation on the capital market, there is no requirement to obtain approval for commercial electronic messages sent by companies engaged in intermediation activities for informative purposes. Stating that in Article 5 of the Regulation, service providers who will send commercial electronic messages are obliged to register with the MMS system and transfer the approvals they have already received from the buyers to the MMS and that sending commercial electronic messages to the recipients who do not have an approval record on the MMS is prevented, Lawyer Burcu Kırçıl said, “ Although commercial electronic messages sent to and tradesmen are not subject to approval, the contact addresses of these recipients should be recorded in the MMS system and it should be
checked whether the merchants and tradesmen exercise their right of rejection before sending the message. “ she spoke.
Message recipients also have obligations The MMS will be available to the recipients of commercial electronic messages in the coming days. In this way, buyers will be able to log into the MMS system and view the service providers they have given commercial electronic message approval, approve a new service provider or have the opportunity to use their right to decline. The temporary article 2 of the Regulation, which entered into force after being published in the Official Gazette dated 28 August 2020 and numbered 31227, brought an extremely important obligation for the buyers. Within the scope of the latest regulations; A message will be sent by the MMS to the recipients, informing that the approvals have been uploaded to the MMS and that these approvals will be deemed valid and the possibility of rejection can be used through the MMS if they are not checked until 16.1.2021. With the new regulation, buyers are obliged to check the approvals registered in the MMS until 16.1.2021. Commercial electronic messages sent after the end of this period will be deemed approved. In addition, the Ministry will be able to postpone these dates for six months, considering the quality of service providers and the size of commercial electronic message approvals. With the new regulations introduced, the Commercial Electronic Message Management System envisages a transparent environment that allows the recipients to carry out approval and rejection transactions, keep their records, and make complaints, and the lawyer Burcu Kırçıl, with the regulations, may be subject to sanctions in case of violation of the legislation, the service providers and the electronic commerce environment He emphasized the importance of obtaining information about the rights and obligations of the intermediary service providers that install them within the scope of current changes.
September 2020
PROFILE
32 HTE
Piques which are colour up to sleep from Bella Maison
Bella Maison, the brand of colors in home textiles, increases the pleasure of sleep with pique models in colorful and different patterns.
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ella Maison improves sleep quality with its colorful pique models. Produced from 100% cotton, the piques are a favorite of cool autumn evenings with their soft textures and ranforce features with high air permeability. Bella Maison’s piques enliven the bedrooms with rich options that are suitable for both daily use and guests.Bella Maison’s unique pique models in colors ranging from blue to salmon, green to beige, bringing together products with original designs with high quality standards at affordable prices, offer alternatives for every pleasure.
September 2020
PROFILE
34 HTE
Mandala pique set consisting of ethnic details and tassels, Perla reflecting the peace of blue, Nieves containing the most beautiful shade of green for those who want to carry tropical leaves to the bedroom, Sophie designed with inspiration from the mandala that contains spiritual serenity and inner peace; Paisley, which warms the interior with floral patterns, and piques prepared in plain colors and linen look for those who like simplicity add pleasurable touches to bedrooms. Bella Maison offers single and double models in piques for those who want to enjoy a good sleep with its quality and soft texture, as well as sets with sheets and pillowcases.
September 2020
PROFILE
40 HTE
Fabric that eradicates Covid-19 revealed in Bursa, Turkey
They started the journey to do something novel for all, came up with Turkey’s first fabric that kills 99.99% of the Covid19
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abric that eliminates 99.99% of the Covid-19 virus (SARS-CoV-2) on the surface has been successfully produced by Ebruzen Tekstil. Based in Bursa, Turkey; the company has been manufacturing technical and functional fabric for more than 15 years. Their new fabric passed recent laboratory and clinical tests performed with Covid-19 virus. Textile Engineer Sadık Kutlucan, CEO of Ebruzen Textile commented on this great achievement with the following: ‘Our antiviral fabric, composed according to worldwide recognized standard of EN18184 monitoring antiviral activity in the textile industry, has been tested with Covid-19 virus. The fabric which we named as Neutron eradicated 99.99% of the Covid-19 virus on the surface within the first 2 hours of the clinical test under EN18184 standard. Tests performed with a couple of million Covid-19 virus being present. This
remarkable achievement will be noted as an important milestone on the fight with Covid-19 virus. “We are very happy and proud. The fabric we created has already spiked a huge interest in Turkey and abroad. Our first mission is to assist people of Turkey, especially health workers, who has been putting their lives at risk to save our lives. Our ultimate goal is though, to aid all humanity.” further added Kutlucan.
Crucial for the whole world, not only for Turkey “There are already various types of fabrics that has antimicrobial and anti-viral qualities” points out Omer Tuncel, Sales and Product Manager of Ebruzen Tekstil and added “Chemicals used during manufacturing processes has to be certified by health authorities that there would be no harm
September 2020
to human health. Our Neutron fabric utilizes chemical that conform to both European Biocidal Products Regulations and Turkish Biocidal Product Directive.�
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Neutron is the first fabric of its kind that has been tested to EN18184 standards in Turkey with the procedure performed with actual Covid-19 viruses. Tens of types of products around the world has been tested for antiviral purposes with H1N1 swine flu virus or with the feline coronavirus, the type of the coronavirus family found on cats; various wellknown firms in the industry is known to do this practice. Passing these types of tests with various types of virus may prove that those fabrics are indeed anti-viral however, it would not mean that they have Covid-19 virus (SARS-CoV-2) eliminating properties, at least definitely. Neutron stands out in that regard as there is a very firm and scientific evidence that it eradicates almost all Covid-19 activity on the fabric surface. This puts our fabric one step ahead of the competition. Test results we obtained for Neutron is also a differentiating factor, our fabric kills 99.99% of all virus on the surface within 2 hours, which is a spectacular outcome as long as statistical consistency is concerned. Even rate of 99% gives a good impression to our customers, but when you look into rate of 99.99% you realize the success rate and therefore the effect is 100 times higher than the 99 percent. Therefore, I advise that consumers pay attention to what kind of antiviral properties that the fabric possesses -
SadÄąk Kutlucan Textile Engineer and CEO of Ebruzen Textile
PROFILE
42 HTE
checking whether the certification has been obtained with Covid-19 virus or not - and what is the rate of elimination of the virus on the surface. “
The goal is to serve humanity Kutlucan reminded there would be opportunities on a global scale and said: “Of course we would like to carry our success further to around the world; however we would need some kind of government assistance for mega-level plans. Turkey now has a tremendous chance to create a globally recognized brand, if we could use this opportunity well, we would a global manufacturer on antiviral fabrics and further we could present something novel for all humankind.”
Health Industry will breathe a sigh of relief with this fabric One of the primary users of Neutron antiviral fabric is the health sector. From masks that are being used by doctors and the other health workers to all kinds of aprons, surgical and operational gowns, other types of washable garments, sheets; Neutron aims to be the rescuer.
CEO Kutlucan said “We observe that the health workers tend to put on more than one level of masks in order to protect themselves, they have the right reason for not to wear ‘only one mask’, we understand that. They could use masks made by our Neutron fabric as a shield to eliminate Covid-19 activity and therefore have a more peaceful working environment. As Ebruzen Tekstil, we value and prioritize this matter with the health sector”
Washable and reusable Ebruzen Tekstil’s previous antiviral and antibacterial test results show Covid-19 proof Neutron fabric could retain the coating up to 20-30 washes. This means consumers will be able to machine wash the products over and over again. As fabric specific properties would not be lost, consumers can daily use the products, wash and clean them and use them again with peace of mind. CEO Kutlucan reminded that they are working to obtain positive test results for even more washes by saying “By experience we can say that antiviral property of the fabric is only slightly decreases after repeated washes. We indeed are currently testing the Neutron fabric too see if it is still
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antiviral and Covid-19 proof even after 50 repeated washes. We expect to get the results in a short time”
Could be utilized for countless applications; from mask to apron, bedding to furniture surfaces Ebruzen Tekstil’s Covid-19 eradicating quality and result is a first in Turkey. Antiviral fabric Neutron can be used in many different products including but not limited to; masks, workwear, bedding, curtains, furnitures, all kinds of apparel from t-shirts to blazers and home textile products. This kind of flexibility means a vital advantage in the fight with the Covid-19 Virus.
Could be used wherever there are people Neutron’s eradicating 99.99% of the all Covid-19 in 2 hours means there it will earn itself a coveted spot in various industries. With the health industry being the priority, there is room for the Neutron as long as there is activity. Neutron is ready to be the defense shield in the fight with Covid-19 Virus with being suitable to be used in countless applications such as masks, workwear as they cannot be washed as frequently as normal wear, uniforms worn by officials and officers, in dormitories, retirement homes, all types of home textile products, on seating surfaces of public transport vehicles and on all types of daily apparel.
This is a fight Elif Tuncel, Marketing Manager of the company pointed out that they are for production under Neutron trademark and see the fabric as a shield for Covid-19 by saying “There will be only slight difference in price in comparison to regular antiviral fabric. Our purpose is to support Turkey in this fight with Covid19. Health of the people is more important than the profit, this is for our future, for our country and people. We strive to support this fight with our research and scientific approach.“
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Trevira booth at Heimtextil 2020
Trevira will not to participate in Heimtextil 2021 with its Trevira CS joint booth Successful concept to be continued in 2022
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or three years now, the Trevira CS joint fair booth, where Trevira, its customers and partners present their new ideas within the framework of an innovative creative concept, has been an established and popular feature of Heimtextil. In 2021, the international trade fair for home and contract textiles is planned to take place from 12-15 January in Frankfurt/Main. However, as a result of the numerous uncertainties brought about by the coronavirus crisis, Trevira has decided that it will not take part next year. “Messe Frankfurt has shown us its comprehensive hygiene concept and plans and there is no question that their plans fully meet health and safety requirements,” explained
Trevira CEO Klaus Holz. “But at Trevira, we are also very much aware of our responsibilities. Our joint booth concept is not only on an extensive scale, but it is also built around the idea of communication. This makes it even more important that we consider the potential risks involved and how they could impact our customers, co-exhibitors, visitors and staff.” Given the uncertainty as to how the situation might develop in the future, Trevira has decided it has no option but to withdraw from next year’s fair and postpone its participation in Heimtextil until 2022. This decision has been made in agreement with parent company Indorama Ventures PCL (Thailand), which has put stringent measures in place to keep its staff and customers safe. As a result, the September 2020
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Trevira booth at Heimtextil 2020: Editors’ Gallery
concern and its subsidiaries are not currently participating in any trade fairs. At the 2020 Heimtextil, Trevira exhibited together with around 30 of its major Trevira CS customers with a joint booth whose total floor area measured over 2,000 msq. The number of partners exhibiting alongside Trevira has increased steadily over the past three years, and the Trevira display, along with many of the newest flame retardant Trevira CS collections from its customers, has always been hugely popular at the fair, especially in Hall 4.2, where it has continually attracted a very high number of visitors. As a joint booth, it has benefited especially from the vibrant and positive discussions among visitors and exhibitors, together with the various events that accompany the display. Usually, these included a press conference and a party held at the new stand. Trevira’s Heimtextil presence in the past three years has strengthened and expanded the position of Trevira CS as the leading brand for flame retardant home textiles.
Klaus Holz, CEO Trevira GmbH, Trevira booth at Heimtextil 2020
CEO Klaus Holz said, “As a regular exhibitor at Heimtextil for many years, we found this decision extremely difficult. We greatly regret that we will not be able to bring our joint booth to Heimtextil next year. However, we plan to return in 2022 with a fair booth offering visitors and partners the high quality they have come to expect of us, with brand new ideas and measures in place to ensure its success”. Trevira CS Gold Club 2020: Fabric Manufacturers
September 2020
TRENDS
52 HTE
Heimtextil presents the 2021/2022 trends
With the overarching theme “Nothing New, Everything New�, Heimtextil launches the motto of the trend season 21/22 and provides an outlook on the design topics for the international trade fair for home and contract textiles, taking place from 12 to 15 January 2021 in Frankfurt am Main. September 2020
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ogether with the Heimtextil Trend Council, the management established a trend forecast for the coming season and presented it live via an online conference on 1 September 2020 from Frankfurt am Main. Trend Council members Anja Bisgaard Gaede from SPOTT trends & business, Anne Marie Commandeur from stiljinstituut amsterdam and Kate Franklin and Caroline Till from London studio FranklinTill shared their insights into the future of the industry and created a vision for the trend theme “Nothing New, Everything New”. The subsequent design topics are already brought to life in the trend book, which is available now. In terms of trends, this season’s highlight is the comprehensive presentation offering during Heimtextil in Hall 3.0. For the first time in Heimtextil’s history, SPOTT trends & business from Denmark directs all trend activities.
“Nothing New, Everything New” For many years, the lifestyle industry has asked “what is new this season?” Newness and cultural erosion are core drivers of lifestyle products, and the foundation of this began in the 20th century when shopping shifted from necessity-driven to pleasure-driven, and consumer products were no longer made to last a lifetime. Now is the time for a new perception of new itself, as both consumers and the industry are beginning to change existing systems and ways of working in different ways. Welcome to “Nothing New, Everything New”.
TRENDS
54 HTE
Crisis as a driver of innovation The first two decades of this millennium brought several challenges for industry and trade – above all, the current coronavirus pandemic. But crises are also drivers of innovations. In the textile industry, digitalisation and sustainability are currently omnipresent innovation topics. The coronavirus pandemic ensures that both topics are becoming even more important in the home textile industry. Heimtextil Trends 21/22 provide an overview of the status quo of those developments. In addition, visitors of the Trend Space can look forward to a presentation of the new colours, materials and designs. Four areas showcase the collective trends: “Repurpose”, “Rewild”, “Reinforce” and “Revive”.
New materials on a sustainable basis After its premiere in January 2020, the Future Material Library returns to Heimtextil in 2021, with FranklinTill presenting a new curated collection of exciting material
innovations from around the world. The Future Materials Library celebrates experimental approaches, new materials and revolutionary thinkers who are creating a blueprint for a new model of production.
Sustainably designed Trend Space Designed by Danish space design studio MODUS A/S together with SPOTT trends & business, the 2021 Trend Space embodies the overarching theme with its commitment to the Heimtextil Material Manifesto in repurposing materials during build. The task is to produce as little waste as possible, to use recyclable materials and thus keep the ecological footprint as low as possible.
Health and safety precautions Overall, the Trend Space design adheres to vigilant health and safety considerations. Attendees will have full ability to maintain a safe distance from others, with the option of attending trend tours and lectures that meets the official COVID-19 regulations from authorities.
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Heimtextil Trends 2021/2022 Overview Repurpose Repurpose is not a passing trend. Rather, it is a way of changing the product development narrative within the textiles industry, shifting from creating original textiles to curating existing textiles to form new visual expressions. Unlike the traditional design process which starts with an idea, Repurpose starts with considering what can be made from existing fabrics. From creation to curation, it gives existing textiles a new purpose and cherishes what’s already made.
Rewild Rewilding is the act of returning nature back to its original wild state, yet the trend Rewild goes beyond returning to nature. It is not about making nature authentic, but rather understanding nature’s genuine wisdom. In the urban and postmodern world, generations have largely lost connection to the surrounding ecology. This has significant influence on how individuals use and understand the ecosystem they live
TRENDS
56 HTE
in. From authentic to genuine, Rewild means rediscovering nature’s resources and applying these in a modern context, delivering on sustainable or even regenerative solutions. The visual and textile expressions of the Rewild trend focus on directions like nature’s lab, Indigenous, wild and basic living.
Reinforce Resilient expression and Brutalist architecture are key elements in the Reinforce trend. To reinforce is to make something stronger. Longevity is a key influence on colours, materials and design. Reinforce has a simple and bold Scandinavian mood with a resilient, honest and minimalistic look. From short-lived to longevity, Reinforce is about visual and compositional longevity within textiles and materials. It draws inspiration from how Scandinavian design merges design durability with pared back functionality. This approach, proven over time, adds heavy and enduring materials to create visual resilience.
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Revive Reflecting youthful activism within our present perspective, attitude and behaviour toward our world of “stuff�, Revive is an exploration of creativity. With a focus on achieving greater emotional satisfaction through the process of creating rather than on the result, no rules apply to the mending, processing, learning and experimenting in Revive. From result to process, Revive is to feel, sense and reconnect with human skills. It revives and honors the intangible state of flow that occurs while creating as opposed to focusing on the final object. Once a household practice, the act of repairing is now seen as creative method. The Revive trend subsequently focuses on process, modern mending and experimentation.
PROFILE
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Consumers decide to buy in 3 seconds by looking at product packaging There are many factors that affect consumers’ purchasing decision when buying a product. One of the most important factors, in this sense, is packaging. Researches show that packaging design affects the purchasing decisions of 68 percent of consumers who shop in supermarkets and shopping malls. As Founder and Creative Director of B12 Creative Branding, a leader brand making a difference in the sector with its innovative structure and award-winning packaging designs, Bürkan Çiftçigüzeli emphasized that it is possible to increase sales by up to 100 percent with packaging change by evaluating the effect of packaging design in consumer purchasing processes.
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s one of the most effective and economical marketing tools, packaging plays an important role in affecting consumers’ purchasing attitude and behavior towards a product with its labels providing information about the product, color and design. Being one of the important factors for making a difference in the marketing sector, packaging design is becoming more and more important every day due to the fact that every moment of consumers’ time is very valuable and the increase in awareness. As a result of the data obtained by survey from 100 participants within the scope of the article “The place and importance of packaging in the consumer purchase decision
process”* published in the international peer-reviewed scientific Journal EMI; 68 percent of consumers who make their daily and weekly purchases mostly from supermarkets and shopping malls pay attention to the packaging color in their shopping decisions, noting that the color of the packaging affects their purchasing decisions. In the study, 48 percent of participants believe that the color of the packaging is an indicator of quality. In addition to the packaging color, participants prefer to purchase the products which are easy to carry, easy to use, and also folding products with locking lid system. In this direction, 66 percent of participants say that they may want to try a product only because the packaging is appealing.
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“The perception of product quality is directly proportional to packaging” Stating that although advertising and communication activities have a very important effect on the purchasing decision, the consumers usually make their decision when they approach to the shelf, B12 Creative Branding Agency Founder and Creative Director Bürkan Çiftçigüzeli said: “We see in researches that this decision making takes on average 3 seconds. Packaging becomes the most effective factor in such a short time. Influenced by the packaging, people also connect emotionally with brands. The customer may want the product he/she purchased to stand as a decorative object on the dinner table when his/her guest arrives. They want to feel special when they open the packaging of the product they purchased. In other words, the right packaging is always the reason for preference. Similarly, in another study, it is stated that one out of every three consumers makes a purchase by looking at the product packaging. When consumers approach to the shelf, they see dozens of types of products, campaigns and brands. In order to reduce this confusion and stand out, you, as a brand, need to have a stance. Today, value-added products are on the agenda in our country. Considering all the communication channels to change the quality perception of products, the point where you can reflect the highest value at the least cost is the packaging design. It is not enough to produce any product well anymore. What kind of brand promise and design you present the product with is much more important by the consumer.”
Bürkan Çiftçigüzeli As Founder and Creative Director of B12 Creative Branding
PROFILE
64 HTE
“It is possible to increase sales by 100 percent with a change in packaging” Bürkan Çiftçigüzeli notes that we are witnessing more and more examples of brands that increase their sales from 30 to 100 percent only with packaging change. Explaining that packages with interesting designs and ease of use are needed to differentiate in the packaging design market and attract attention on the shelf, Çiftçigüzeli made the following statements: “Packaging that offers practical benefits such as ease of carrying and storage is a reason for preference for the consumers. Hygienic and protective packaging, especially in food products, creates confidence in the consumer and has positive reflection on sales. Packaging design is a design discipline that we, as B12 Creative Branding, have worked on for many years and received awards. It is also one of the most important working areas by our agency. As a team, we always make a shelf trip wherever we go, both at home and abroad. We examine different packaging designs together. For example, we were both happy and surprised to see our new design abroad, while we had not yet seen it in Turkey. In addition, we also review the work in the publications and blogs that we regularly follow in this context. We enthusiastically welcome each design project in our office, personally check the competitors on the market shelves on-site and collect information about them. While performing our competitor analysis and shelf analysis, we look at how these will create ownership in the eyes of Turkish consumer and try to measure some of the effects. We definitely offer all the design elements that we believe are correct.” September 2020
TRENDS
68 HTE
Famous fashion designer Bahar Korçan on the future of home textiles Uludag Textile Exporters’ Association (UTIB) continues to hold seminars to impart a new vision of life in business and inform its members about the developments in the sector in collaboration with Association of Turkish Home Textile Industrialists and Businessmen (TETSIAD).
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ithin the scope of the online programs, the “New Balance Language Home Textile” seminar, attended by the famous Fashion Designer Bahar Korçan as a speaker, was held with the intense participation of UTİB and TETSİAD members. In the seminar, Bahar Korçan explained the adaptation process to the new order in the world and what needs to be done after the pandemic process and said that they achieved successful predictions with the New Balance Language study. Bahar Korçan, explaining that the changing lifestyles, business life, and predictable developments with the pandemic process, said, “When we follow the designers and trends in the world, it was usual to predict the changes that will occur. We consumed the natural resources in our world very quickly. It was obvious that
we would get stuck somewhere and experience a breaking point. The most important thing we will do now will be to adjust ourselves to this situation. This situation is valid for both our business life and our daily life”.
Adapting to the New World is Necessary Now! Stating that in the new process, spaces have been purified from human life and people have started to socialize in virtual environments and to run their business, Bahar Korçan said, “The new time period gives us new dreams. We reconstruct life. We are aware that many things we know no longer fit into this new time frame. Home textile, ready-to-wear and sub-sectors, which were born out of needs, started to serve another world. Our situation has changed the moment September 2020
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BIOAWARENESS
Raw weaving and hand weaving
Linen Cotton Raw silk User friendly and ergonomic fabrics Cupro Recycled polyester we started breaking away from nature. The necessity has come to adapt to the new world that we have shaped. We are now in a rapid transformation arising from responsibility. We need to rewrite the terms. We have to organize this chaos that we caused together. As the priority list of our needs changes, every sector now has to adapt to the new economic model. “Our priority should now be to restore the balance between human and the nature.”
Collections with Stories Should Be Produced
TRANSFORMING LEGACY
Sense and Colors
Color ranges inspired by Art Deco Nature-inspired sparkles - mother-of-pearl and pearl Harmony generated by calm elegance Sumptuous and bold shades
Korçan emphasized that sustainability would bring producers and individuals to the naive balance platform that they need to win in nature by removing a lot of unnecessary thoughts, passion and details that they do not need. She continued to say: “While determining the 2020-2021 home textile trends, it is inevitable that a sustainable, mindful perspective constitutes the main roof in this sense. The home textile industry also needs to adapt itself to the new life order. I would like to see more unique, more filtered collections in collection items and the market will move towards that. Apart from millions of meters products that were sold, having filtered collections developed by better selected designers, more signed collections will lead us to branding. Now we come to the turns that will force the sector representatives more. The way to get out of these turns is to produce collections that have a story and where it is clear. While talking about the decrease in natural resources in the world, the collections produced need to be reviewed. We have now passed the breaking point. At this stage, the course will be determined by the brands put forward by the sector representatives themselves.”
BIOAWARENESS
Concept
PROFILE
72 HTE
Blinds 2go launches delightful new made to measure Blinds and Curtains collection with iconic British Designer Cath Kidston
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linds and Curtains which combine modern designs with vintage patterns are coming your way! Cath Kidston, the brand best known for fusing vintage prints and colorful designs with modern accessories and products, has teamed up with Blinds 2go to launch an exclusive collection of window Blinds and Curtains. The home of modern vintage, Cath founded her first store in 1993, initially selling car boot finds and vintage fabrics, before beginning to design and produce her own prints and products. Traditional designs with a modern twist, the very first products were a flowery ironing board cover and Antique Rose, the longest-running print in a wallpaper. From there, the print collection grew with Spots, Strawberries, and Roses adding to the cheerful mix of prints and becoming part of Cath Kidston’s signature style that we all know and love today. September 2020
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From timeless florals, pretty polka dots and beautiful birds and butterflies, to jumping bunnies and even dinosaurs, you can find Cath Kidston’s much-loved designs in Blinds 2go’s new collection of made to measure Blinds and Curtains. The charming, delicate prints are the perfect choice for any room. So whether you’re revamping your bedroom or sprucing up your kitchen, the chances are you will fall in love with these utterly timeless designs. Blind 2go’s ever expanding House of Brands includes an incredible collection of luxury home interior brands and the quintessential designs, of Cath Kidston are a beautiful addi-
tion to the range. In addition to a vast array of exclusive patterns, Blinds 2go also boasts an enormous offering of practical window dressing solutions with everything from stylish Wooden Blinds to refined Curtains and elegant Plantation Shutters. With easy to follow measuring and fitting guides and a fast, free sample service, Blinds 2go makes made to measure style accessible to all.
PROFILE
76 HTE
Wallace Cotton launches a fresh new collection
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reshen up your home with beautiful new bed linen and nightwear from Wallace Cotton. Choose the muted greens and crisp white of the Eucalyptus duvet for a seasonal update. Or dream of palm trees and an escape to the tropics with the beautiful Grove bed linen. Choose pretty floral nightwear just perfect for sleep ins and weekend relaxing.
The Grove Duvet Embrace tropical elegance with The Grove organic cotton bed linen from Wallace Cotton. This detailed lithographic print featuring palm trees will look equally stunning in an Antipodean outpost or a contemporary urban setting. A fine indigo double stripe on the reverse looks lovely when folded back or flip the duvet for a different look.
Eucalyptus Duvet Spruce up your bed with the gorgeous greens of new Eucalyptus bed linen. A lovely leafy print which falls delicately down the bed in a soft colour palette of greens, blues and greys on crisp white organic cotton. For a fresh look, co-ordinate the Eucalyptus duvet with silvery grey accented Monarch sheets and pillowcases from Wallace Cotton. September 2020
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Chateau Velvet Bedspreads Beautiful soft shades in lustrous velvet will lighten up an autumn bedroom. The dense pile of cotton velvet gives the Chateau velvet bedspreads their sumptuous, rich look and feel. A velvet layer adds beauty and warmth to an autumn bed in soft shades of Rose, Damson pink, Mustard and deeper colours of Navy and Jungle Green. To minimize wastage, Wallace Cotton use any fabric offcuts from the production of their velvet bedspreads to make wash bags and eye masks.
Blue Hydrangea Nightwear Pretty new nightwear from Wallace Cotton in a blue hydrangea print in soft blues, greens and fresh white. Made from plant-based super soft modal, the range includes a robe, a nightie, a short sleeved nightshirt, PJs and sleep shorts. And a matching eye mask for sneaky sleep ins.