Tài liệu New product development in textiles potx

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New product development in textiles
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© Woodhead Publishing Limited, 2012
The Textile Institute and Woodhead Publishing

The Textile Institute is a unique organisation in textiles, clothing and footwear.
Incorporated in England by a Royal Charter granted in 1925, the Institute has
individual and corporate members in over 90 countries. The aim of the Institute is
to facilitate learning, recognise achievement, reward excellence and disseminate
information within the global textiles, clothing and footwear industries.
Historically, The Textile Institute has published books of interest to its members
and the textile industry. To maintain this policy, the Institute has entered into
partnership with Woodhead Publishing Limited to ensure that Institute members
and the textile industry continue to have access to high calibre titles on textile
science and technology.
Most Woodhead titles on textiles are now published in collaboration with The
Textile Institute. Through this arrangement, the Institute provides an Editorial
Board which advises Woodhead on appropriate titles for future publication and
suggests possible editors and authors for these books. Each book published under
this arrangement carries the Institute’s logo.
Woodhead books published in collaboration with The Textile Institute are
offered to Textile Institute members at a substantial discount. These books,
together with those published by The Textile Institute that are still in print, are
offered on the Woodhead web site at: www.woodheadpublishing.com . Textile
Institute books still in print are also available directly from the Institute’s web site
at: www.textileinstitutebooks.com
A list of Woodhead books on textiles science and technology, most of which
have been published in collaboration with the Textile Institute, can be found
towards the end of the contents pages.
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© Woodhead Publishing Limited, 2012
Woodhead Publishing Series in Textiles: Number 105
New product
development in
textiles
Innovation and production
Edited by
L. Horne
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© Woodhead Publishing Limited, 2012
Published by Woodhead Publishing Limited in association with The Textile Institute

Woodhead Publishing Limited, 80 High Street, Sawston, Cambridge CB22 3HJ, UK
www.woodheadpublishing.com
Woodhead Publishing, 1518 Walnut Street, Suite 1100, Philadelphia,
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www.woodheadpublishingindia.com
First published 2012, Woodhead Publishing Limited
© Woodhead Publishing Limited, 2012; Chapter 1 © DuPont, 2010
The authors have asserted their moral rights.
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have been made to publish reliable data and information, but the authors and the publisher
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Library of Congress Control Number: 2011939657
ISBN 978-1-84569-538-5 (print)
ISBN 978-0-85709-519-0 (online)

ISSN 2042-0803 Woodhead Publishing Series in Textiles (print)
ISSN 2042-0811 Woodhead Publishing Series in Textiles (online)
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© Woodhead Publishing Limited, 2012
v
Contributor contact details ix
Woodhead Publishing Series in Textiles xi
Introduction xvii
Part I General overview of innovation and textile
product development 1
1 Innovation and new product development

in textiles 3
S. F RUMKIN , S. B RADLEY and M. W EISS , Philadelphia
University, USA
1.1 Introduction: incremental change versus disruptive
innovation 3
1.2 Forces for innovation 6
1.3 Organizing for disruptive innovation 9
1.4 The textile industry and innovation 11
1.5 Trends in textile innovation: wearable electronics,
biomedical, biomimetic and nano-textiles 12
1.6 Case studies in innovation in textile manufacture 14
1.7 Sources of further information and advice 20
1.8 Notes 20
1.9 References 21
2 Practical aspects of innovation in the textile industry 22
S. F RUMKIN , S. B RADLEY and M. W EISS , Philadelphia University, USA
2.1 Introduction and practical aspects of innovation 22
2.2 Meeting the needs of customers better than the competition 23
2.3 Innovation as a driver of new strategic issues in the apparel
industry 26
2.4 Future trends in innovation 30
2.5 Sources of further information and advice 31
Contents
vi Contents
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2.6 References 32
2.7 Appendix: glossary 33
3 Textile product development and defi nition 34
M. S TARBUCK , Ctext FTI Textile Consultant, Leicester, UK
3.1 Introduction 34
3.2 Nylon to Tactel 35
3.3 Sustainability 37
3.4 Future trends 41
3.5 Conclusion 41
3.6 Acknowledgement 41
3.7 References 41
3.8 Appendix: glossary 41
Part II New product development of textiles 43
4 New product development in knitted textiles 45
S. E VANS -M IKELLIS , A. U. T. University, New Zealand
4.1 Introduction 45
4.2 Seamless knitwear 45
4.3 Printing on knitwear 51
4.4 Computer aided knitwear design (CAD) and virtual
knitwear 54
4.5 Sources of further information and advice 63
4.6 References 63

5 Fabrics and new product development 65
S. F RUMKIN and M. W EISS , Philadelphia University, USA
5.1 Introduction 65
5.2 Market demand 66
5.3 Functionality responses 67
5.4 Environmental sustainability responses 69
5.5 Sensing textiles responses 72
5.6 Marrying artisan techniques with synthetic technologies 75
5.7 Sources of further information and advice 78
5.8 References 78
6 New product development in automotive upholstery 80
J. M. E ASON , North Carolina State University, USA
6.1 Introduction 80
6.2 The automotive textile market, key drivers and supply chain 81
6.3 New product development process for automotive
upholstery 91
Contents vii
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© Woodhead Publishing Limited, 2012
6.4 Novel materials and processes in automotive upholstery 98
6.5 Future developments in automotive upholstery 102
6.6 Sources of further information and advice 106
6.7 References 107
7 Nanotechnology innovation for future development
in the textile industry 109
F. N OOR -E VANS , KPMG – R&D Incentives, Australia,
S. P ETERS , Queen Mary University of London, UK and
N. S TINGELIN , Imperial College, London, UK
7.1 Introduction 109
7.2 Nanotechnology in the textile industry 110
7.3 Adoption of nanotechnology for textile applications 115
7.4 Conclusion 127
7.5 Future developments 128
7.6 Sources of further information and advice 129
7.7 Acknowledgement 129
7.8 Note 130
7.9 References 130
8 New product development in interior textiles 132
A. B ÜSGEN , Niederrhein University of Applied Sciences, Germany
8.1 Introduction 132
8.2 New product development of interior textiles – basics
and general procedures 133
8.3 Case studies 140
8.4 Learning experiences for successful new product
developments of interior textiles 150
8.5 Future trends in interior textiles 151
8.6 Sources of further information and advice 152
8.7 References 153

9 New product development for e-textiles:
experiences from the forefront of a new industry 156
P. W ILSON and J. T EVEROVSKY , Fabric Works LLC, USA
9.1 Introduction 156
9.2 Integration of electronics and fabrics 158
9.3 E-textiles product development challenges 161
9.4 What every company should know 165
9.5 Sources of further information and advice on e-textiles 173
9.6 Conclusions 174
9.7 References 174
viii Contents
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10 Customer co-creation: moving beyond market
research to reduce the risk in new product
development 175
F. T. P ILLER and E. L INDGENS , RWTH Aachen University, Germany
10.1 Introduction 175

10.2 Challenges of identifying customer needs in the
product development process 176
10.3 Notes 186
10.4 References 187
11 The development and marketing of SilverClear® 190
L. H ORNE , University of Manitoba, Canada and B. R OSE ,
TransTex Technologies Inc., Canada
11.1 Introduction 190
11.2 The medical device industry in Canada 192
11.3 The importance of market access 195
11.4 References 196
Index 197
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© Woodhead Publishing Limited, 2012
ix
(* = main contact)
Contributor contact details
Editor

Lena Horne, Ph.D.
Associate Professor
Department of Textile Sciences
University of Manitoba
35 Chancellors Circle
Winnipeg, Manitoba
Canada
R3T 2N2
E-mail:
Chapters 1 and 2
Professor Steven Frumkin,*
Professor Samuel Bradley and
Professor Marcia Weiss
Philadelphia University
School House Lane and Henry
Avenue
Philadelphia
Pennsylvania 19144
USA
E-mail: ;
; weissm@
philau.edu
Chapter 3
Michael Starbuck
Ctext FTI Textile Consultant
Earl Shilton
Leicester
LE9 7HY
UK
E-mail:

Chapter 4
Sharon Evans-Mikellis
Faculty of Design and Creative
Technology
A.U.T. University
St Paul Street
Auckland 1020
New Zealand
E-mail:
Chapter 5
Professor Steven Frumkin*
and Professor Marcia
Weiss
Philadelphia University
School House Lane and Henry
Avenue
Philadelphia
Pennsylvania 19144
USA
E-mail: ; weissm@
philau.edu
x Contributor contact details
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© Woodhead Publishing Limited, 2012
Chapter 6
Ms Jenna M. Eason
College of Textiles
North Carolina State University
2401 Research Drive
Raleigh, NC 27695
USA
E-mail:
Chapter 7
Dr Fianti Noor-Evans*
KPMG – R&D Incentives
147 Collins Street
Melbourne
Victoria, 3000
Australia
E-mail: n.fi
Dr Stuart Peters
School of Engineering and Materials
Science
Queen Mary University of London
UK
Dr Natalie Stingelin
Department of Materials
Imperial College

London
UK
Chapter 8
Professor Dr Alexander Büsgen
Niederrhein University of Applied
Sciences
Mönchengladbach
Germany
E-mail: Alexander.Buesgen@
hs-niederrhein.de ;

Chapter 9
Dr Patricia Wilson* and Justyna
Teverovsky
Fabric Works, LLC
Arlington
MA
USA
E-mail: ;

Chapter 10
Frank T. Piller* and Evalotte
Lindgens
TIM Research Group
RWTH Aachen University
Kackertstrasse 15
52072 Aachen
Germany
E-mail: ;

Chapter 11
Lena Horne, Ph.D.*
Associate Professor
Department of Textile Sciences
University of Manitoba
35 Chancellors Circle
Winnipeg, Manitoba
Canada
R3T 2N2
E-mail:
Bernard Rose
TransTex Technologies Inc .
34051–18 baul Casavant West
St. Hyacinthe, Quebec,
Canada
J2S 0B8

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© Woodhead Publishing Limited, 2012
xi
Woodhead Publishing Series in Textiles
1 Watson’s textile design and colour Seventh edition
Edited by Z. Grosicki
2 Watson’s advanced textile design
Edited by Z. Grosicki
3 Weaving Second edition
P. R. Lord and M. H. Mohamed
4 Handbook of textile fi bres Vol 1: Natural fi bres
J. Gordon Cook
5 Handbook of textile fi bres Vol 2: Man-made fi bres
J. Gordon Cook
6 Recycling textile and plastic waste
Edited by A. R. Horrocks
7 New fi bers Second edition
T. Hongu and G. O. Phillips
8 Atlas of fi bre fracture and damage to textiles Second edition
J. W. S. Hearle, B. Lomas and W. D. Cooke
9 Ecotextile ’98
Edited by A. R. Horrocks
10 Physical testing of textiles
B. P. Saville
11 Geometric symmetry in patterns and tilings
C. E. Horne
12 Handbook of technical textiles
Edited by A. R. Horrocks and S. C. Anand
13 Textiles in automotive engineering
W. Fung and J. M. Hardcastle
14 Handbook of textile design

J. Wilson
15 High-performance fi bres
Edited by J. W. S. Hearle
16 Knitting technology Third edition
D. J. Spencer
17 Medical textiles
Edited by S. C. Anand
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xii Woodhead Publishing Series in Textiles
18 Regenerated cellulose fi bres
Edited by C. Woodings
19 Silk, mohair, cashmere and other luxury fi bres
Edited by R. R. Franck
20 Smart fi bres, fabrics and clothing
Edited by X. M. Tao
21 Yarn texturing technology
J. W. S. Hearle, L. Hollick and D. K. Wilson

22 Encyclopedia of textile fi nishing
H-K. Rouette
23 Coated and laminated textiles
W. Fung
24 Fancy yarns
R. H. Gong and R. M. Wright
25 Wool: Science and technology
Edited by W. S. Simpson and G. Crawshaw
26 Dictionary of textile fi nishing
H-K. Rouette
27 Environmental impact of textiles
K. Slater
28 Handbook of yarn production
P. R. Lord
29 Textile processing with enzymes
Edited by A. Cavaco-Paulo and G. Gübitz
30 The China and Hong Kong denim industry
Y. Li, L. Yao and K. W. Yeung
31 The World Trade Organization and international denim trading
Y. Li, Y. Shen, L. Yao and E. Newton
32 Chemical fi nishing of textiles
W. D. Schindler and P. J. Hauser
33 Clothing appearance and fi t
J. Fan, W. Yu and L. Hunter
34 Handbook of fi bre rope technology
H. A. McKenna, J. W. S. Hearle and N. O’Hear
35 Structure and mechanics of woven fabrics
J. Hu
36 Synthetic fi bres: nylon, polyester, acrylic, polyolefi n
Edited by J. E. McIntyre

37 Woollen and worsted woven fabric design
E. G. Gilligan
38 Analytical electrochemistry in textiles
P. Westbroek, G. Priniotakis and P. Kiekens
39 Bast and other plant fi bres
R. R. Franck
40 Chemical testing of textiles
Edited by Q. Fan
41 Design and manufacture of textile composites
Edited by A. C. Long
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Woodhead Publishing Series in Textiles xiii
42 Effect of mechanical and physical properties on fabric hand
Edited by Hassan M. Behery
43 New millennium fi bers
T. Hongu, M. Takigami and G. O. Phillips
44 Textiles for protection

Edited by R. A. Scott
45 Textiles in sport
Edited by R. Shishoo
46 Wearable electronics and photonics
Edited by X. M. Tao
47 Biodegradable and sustainable fi bres
Edited by R. S. Blackburn
48 Medical textiles and biomaterials for healthcare
Edited by S. C. Anand, M. Miraftab, S. Rajendran and
J. F. Kennedy
49 Total colour management in textiles
Edited by J. Xin
50 Recycling in textiles
Edited by Y. Wang
51 Clothing biosensory engineering
Y. Li and A. S. W. Wong
52 Biomechanical engineering of textiles and clothing
Edited by Y. Li and D. X-Q. Dai
53 Digital printing of textiles
Edited by H. Ujiie
54 Intelligent textiles and clothing
Edited by H. R. Mattila
55 Innovation and technology of women’s intimate apparel
W. Yu, J. Fan, S. C. Harlock and S. P. Ng
56 Thermal and moisture transport in fi brous materials
Edited by N. Pan and P. Gibson
57 Geosynthetics in civil engineering
Edited by R. W. Sarsby
58 Handbook of nonwovens
Edited by S. Russell

59 Cotton: Science and technology
Edited by S. Gordon and Y-L. Hsieh
60 Ecotextiles
Edited by M. Miraftab and A. R. Horrocks
61 Composite forming technologies
Edited by A. C. Long
62 Plasma technology for textiles
Edited by R. Shishoo
63 Smart textiles for medicine and healthcare
Edited by L. Van Langenhove
64 Sizing in clothing
Edited by S. Ashdown
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xiv Woodhead Publishing Series in Textiles
65 Shape memory polymers and textiles
J. Hu
66 Environmental aspects of textile dyeing

Edited by R. Christie
67 Nanofi bers and nanotechnology in textiles
Edited by P. Brown and K. Stevens
68 Physical properties of textile fi bres Fourth edition
W. E. Morton and J. W. S. Hearle
69 Advances in apparel production
Edited by C. Fairhurst
70 Advances in fi re retardant materials
Edited by A. R. Horrocks and D. Price
7 1 Polyesters and polyamides
Edited by B. L. Deopura, R. Alagirusamy, M. Joshi and B. S. Gupta
72 Advances in wool technology
Edited by N. A. G. Johnson and I. Russell
73 Military textiles
Edited by E. Wilusz
74 3D fi brous assemblies: Properties, applications and modelling of three-
dimensional textile structures
J. Hu
75 Medical and healthcare textiles
Edited by S. C. Anand, J. F. Kennedy, M. Miraftab and S. Rajendran
76 Fabric testing
Edited by J. Hu
77 Biologically inspired textiles
Edited by A. Abbott and M. Ellison
78 Friction in textile materials
Edited by B. S. Gupta
79 Textile advances in the automotive industry
Edited by R. Shishoo
80 Structure and mechanics of textile fi bre assemblies
Edited by P. Schwartz

81 Engineering textiles: Integrating the design and manufacture of textile products
Edited by Y. E. El-Mogahzy
82 Polyolefi n fi bres: Industrial and medical applications
Edited by S. C. O. Ugbolue
83 Smart clothes and wearable technology
Edited by J. McCann and D. Bryson
84 Identifi cation of textile fi bres
Edited by M. Houck
85 Advanced textiles for wound care
Edited by S. Rajendran
86 Fatigue failure of textile fi bres
Edited by M. Miraftab
87 Advances in carpet technology
Edited by K. Goswami
88 Handbook of textile fi bre structure Volume 1 and Volume 2
Edited by S. J. Eichhorn, J. W. S. Hearle, M. Jaffe and T. Kikutani
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Woodhead Publishing Series in Textiles xv
89 Advances in knitting technology
Edited by K-F. Au
90 Smart textile coatings and laminates
Edited by W. C. Smith
91 Handbook of tensile properties of textile and technical fi bres
Edited by A. R. Bunsell
92 Interior textiles: Design and developments
Edited by T. Rowe
93 Textiles for cold weather apparel
Edited by J. T. Williams
94 Modelling and predicting textile behaviour
Edited by X. Chen
95 Textiles, polymers and composites for buildings
Edited by G. Pohl
96 Engineering apparel fabrics and garments
J. Fan and L. Hunter
97 Surface modifi cation of textiles
Edited by Q. Wei
98 Sustainable textiles
Edited by R. S. Blackburn
99 Advances in yarn spinning technology
Edited by C. A. Lawrence
100 Handbook of medical textiles
Edited by V. T. Bartels
101 Technical textile yarns
Edited by R. Alagirusamy and A. Das
102 Applications of nonwovens in technical textiles
Edited by R. A. Chapman
103 Colour measurement: Principles, advances and industrial

applications
Edited by M. L. Gulrajani
104 Fibrous and composite materials for civil engineering applications
Edited by R. Fangueiro
105 New product development in textiles
Edited by L. Horne
106 Improving comfort in clothing
Edited by G. Song
107 Advances in textile biotechnology
Edited by V. A. Nierstrasz and A. Cavaco-Paulo
108 Textiles for hygiene and infection control
Edited by B. McCarthy
109 Nanofunctional textiles
Edited by Y. Li
110 Joining textiles: principles and applications
Edited by I. Jones and G. Stylios
111 Soft computing in textile engineering
Edited by A. Majumdar
112 Textile design
Edited by A. Briggs-Goode and K. Townsend
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xvi Woodhead Publishing Series in Textiles
113 Biotextiles as medical implants
Edited by M. King and B. Gupta
114 Textile thermal bioengineering
Edited by Y. Li
115 Woven textile structure
B. K. Behera and P. K. Hari
116 Handbook of textile and industrial dyeing. Volume 1: Principles, processes and
types of dyes
Edited by M. Clark
117 Handbook of textile and industrial dyeing. Volume 2: Applications of dyes
Edited by M. Clark
118 Handbook of natural fi bres. Volume 1: Types, properties and factors affecting
breeding and cultivation
Edited by R. Kozlowski
119 Handbook of natural fi bres. Volume 2: Processing and applications
Edited by R. Kozlowski
120 Functional textiles for improved performance, protection and health
Edited by N. Pan and G. Sun
121 Computer technology for textiles and apparel
Edited by Jinlian Hu
122 Advances in military textiles and personal equipment
Edited by E. Sparks
123 Specialist yarn, woven and fabric structure: Developments and applications
Edited by R. H. Gong
124 Handbook of sustainable textile production

M. Tobler-Rohr
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xvii
Introduction
Toward the end of the 1990s, professionals from many sectors attempted to
speculate on many aspects of life in the twenty-fi rst century. In an article entitled
‘The importance of clothing science and prospects for the future’, published in
the International Journal of Clothing Science and Technology (2002, 14(3–4):
243–244), Masako Niwa wrote:
At the turn of the millennium, we must question the basic expectations of
technology. As new technologies can have a great impact on industry and
economy, much is expected of technology. Society expects economic results
from technology. Ought not the fi eld of textile technology to change its direction
to concentrate on meeting, through new inventions and discoveries, the most
important and essential needs, such as widening our views of the world, creating
new cultures, protecting our health, keeping us safe, and raising the quality of
our daily lives and welfare?

Now, ten years into the twenty-fi rst century, Masako Niwa’s aspirations for textile
technology are becoming a reality.
New product developments in textiles have indeed widened our views of the
world. The ever-growing spectrum of textile products for medical and health end
users has created awareness of the implications of aging populations in various
regions of the world. Wars and natural disasters have heightened our sensitivity to
safety and protection of people and structures. The need for protective systems for
the military has stimulated fruitful research and development into materials that
are light in weight but durable, materials that form an effective barrier to block
chemical or biological agents, or fi nishes that render materials less detectable.
Natural disasters remind us of the need for safe structures. Textiles are being used
to reinforce structures or to form barriers to protect properties and structures from
the destructive force of rising waterways, wind and erosion. In man-made disasters
such as oil spills, textiles play a role in environmental remediation.
In the twenty-fi rst century, some countries will face the challenge of renewing
their aging infrastructure; still more countries will be developing new infrastructure
as they experience economic growth. These developments will, inevitably,
xviii Introduction
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stimulate a surge of demand for innovative technical textiles. The awareness of
the impact of industrial activities on the environment has propelled governments
to develop and implement policies for their industrial sectors. The environmental
impact of producing textiles is already well known. The ‘green’ movement and
the consumers who support it are encouraging textile scientists and engineers to
develop appropriate processes and technologies to reduce the environmental
footprint of textile production.
While the ability to develop and design innovative textiles and textile products
is essential to the sustainability of textile industries in industrialized countries, the
migration of textile production from high-income countries to countries that enjoy
competitive advantage in terms of production cost has offered many valuable
lessons. Textile and textile product production have continued to be effective
engines of growth for developing economies. The same phenomenon has brought
attention to both the plight and the latent capabilities of some of the least developed
countries in the world. It has also rendered developed countries vulnerable when
the manufacturing sector loses its strength as a major pillar of their economic
growth. The evolution of the global textile landscape has given us an opportunity
to become more aware of places, people and the environment that surrounds them.
The wide range of new developments represented in this book signals a
paradigm shift. Textiles are no longer mere inputs into a fi nished product; they
have become sources of solutions to issues that affect society. As textiles are being
used with increasing frequency to create new products that serve very specifi c
functions, this phenomenon calls for new business models, interdisciplinary
collaboration, and new measures of textiles and product performance. As a
corollary, there is a pressing need for critical examination of the manner in which
higher educational institutions design and deliver textiles programs.
Finally, not only have the contributors to this book shared their expertise, they
have also offered deeply meaningful reminders of the immeasurable value of

textiles to the human condition.
Lena Horne
Published by Woodhead Publishing Limited, 2012
3
1
Innovation and new product development
in textiles
S. FRUMKIN, S. BRADLEY and M. WEISS,
Philadelphia University, USA
Abstract: This chapter reviews the nature of innovation, particularly the
concept of ‘disruptive innovation’ and the forces driving market change. It then
discusses ways companies can innovate, before specifi cally considering the
nature of innovation in the textile industry. The chapter concludes with a series
of case studies of how both larger and smaller textile companies have
successfully developed innovative products.
Key words: innovation, competition, corporate strategy, competitive
advantage, globalization, textile innovation.
1.1 Introduction: incremental change versus
disruptive innovation
The concept of innovation is not new to the marketplace. A review of the history
of civilization shows many changes in technology, design, markets and marketing,
distribution and business structure. Innovation to meet these changes is expensive;
in healthy economic conditions it prospers whilst in diffi cult times it moves to the
back burner of tactical corporate strategy. In the fi eld of textiles, innovation has
resulted in a wide range of natural and synthetic fabrics that are lighter, smarter,
multi-functional and with a wider range of engineered properties.
Over-arching terms in the fi eld of innovation have been used by many business
writers, academicians and industrialists to defi ne the process of innovation. A
number of years ago Harvard Professor Clayton M. Christensen wrote The
Innovator’s Dilemma (1997), a book followed by a number of others that redefi ned

innovation for other educators, students and the business community at large.
Christensen’s ideas on innovation help to explain why successful, competently
managed companies can trip up even when they are in tune with their customer
base and invest in leading technologies.
Christensen called changes that seep into the marketplace as continual product
and process renewal ‘incremental change’, such as the introduction of individual
new fi bers, yarns and fabrics in the textile industry. Such an example would be the
use of stretch yarn, from the early introduction of Spandex (an anagram of the
word expands), to Lycra or elastane. Lycra, invented by DuPont chemist Joseph
Shivers in 1959, is stronger and more durable than rubber and is known for its
exceptional stretch and recovery properties (elasticity). These new fi bers allowed
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4 New product development in textiles
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companies to extend existing product lines and applications. Many companies
have proved adept at anticipating and making these incremental changes.
Christensen contrasts incremental change with ‘disruptive innovation’. This
happens when what Christensen calls disruptive technology enters the marketplace,
often developed by a new player unbeknown to the leading companies. Disruptive
technologies create a new value proposition in the consumer’s mind that overturns
the perceived value of existing products. An example in textiles is the introduction
of man-made fi bers in the last century. Their introduction transformed a market-
place that had been dominated by natural fi bers. It led to a completely new
generation of fi bers and applications as well as an entirely new set of textile
companies in the market.
The concept of disruptive innovation has changed the basic concepts of strategy.

Strategy is traditionally rooted in supply and demand conditions, and in concepts
such as market share and competitiveness against existing rivals in the marketplace.
This concept of strategy no longer applies when disruptive innovation makes both
an existing company and its competitors irrelevant. Traditional concepts of
strategy need to be replaced by a concept such as ‘blue ocean’ strategy proposed
by Kim and Mauborgne (2005). This strategy suggests that companies can create
a space in the marketplace that did not previously exist, a blue ocean, in contrast
to more traditional companies operating in an established market, the red ocean.
The red ocean is everything that currently is in existence.
These concepts of disruptive innovation and the need for a blue ocean strategy
are endorsed by key fi gures in business today, such as Lou Mulkern, editorial
director at DBA Public Relations in New York, one of the country’s premier PR
agencies specializing in consumer electronics. He has been involved in the high-
tech PR business for more than 25 years as both a journalist and PR executive. He
has worked with global companies such as Toshiba, TDK, Amazon, Newegg (the
second-largest online-only retailer in the US), and others to help refi ne and
communicate their key messages.
Mulkern states that in the PR and media business, people are fond of saying
things such as ‘perception is reality’. However, in press releases for his clients,
touting their new products or services, Mulkern maintains that he always tries to
resist the urge to use words such as ‘innovation’ and ‘innovative’, so as not to
dilute their impact; that is, unless the products or services truly live up to the high
standard of innovation. ‘Innovation is actually a very specifi c quality,’ he notes,
‘and it should be reserved for things that really offer people something new and
exciting in their lives’ (Mulkern, 2009). Mulkern links innovation with leadership.
A company that truly innovates, either by creating ‘fi rst-ever’ type products or
providing ahead-of-the-curve services, is, by defi nition, also a company that
exhibits leadership. In this way, leadership and innovation are really inseparable.
From a PR perspective, both are very highly sought after qualities for businesses.
True innovation of this kind is hard to defi ne. In this respect Mulkern refers to

US Supreme Court Justice Potter Stewart, who famously attempted to explain the
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Innovation and new product development in textiles 5
Published by Woodhead Publishing Limited, 2012
meaning of pornography in 1963 with the words, ‘I shall not today attempt further
to defi ne it . . . but I know it when I see it’ (Concurring, Jacobellis v Ohio , 378 US
184 (1964)). Innovation of this kind is about changing the rules of the game. An
example is a manufacturer such as Toshiba and a product such as the DVD. With
its combination of dramatically increased functionality and convenience, this new
technology automatically rendered existing technologies (such as VHS) obsolete
and created new possibilities in the market.
One of the companies that Mulkern has worked with that he states really takes
innovation to heart, is Toshiba, whose corporate slogan is, in fact, ‘Leading
innovation’. He notes that Toshiba’s commitment to innovation goes back over a
hundred years. One of the company’s founders, Hisashige Tanaka, is revered in
Japan as a quintessential inventor and innovator. He became famous for creating
intricate mechanical dolls, as well as a perpetual or ‘10 000-year’ clock that is still
on display at the Science Museum in Tokyo. He also built Japan’s fi rst working
model of a steam locomotive. The company he founded in 1875, Tanaka
Engineering Works, manufactured electric bulbs, cables, prototype telephones,
industrial machinery and other products, later becoming today’s Toshiba. The
company’s many innovations include the release of Japan’s fi rst rice cookers in
1955 and the DVD in the mid-1990s, as well as breakthroughs in IT and
communications, laptops and mobile computing.
Mulkern believes that manufacturers such as Toshiba, who are serious about
innovation, need, like Tanaka Hisashige, to be endlessly inventive with a

fascination for what technology can do. More than that, however, they need to be
focused on how developments in technology can make life easier, more fun or
more effi cient. Innovation without a clear understanding of how the design of
a product and its capabilities will benefi t consumers – like that original rice
cooker – will simply not be adopted by consumers.
This interest in, and willingness to embrace, the new means that innovative
companies need to adapt and change continually. Some of the most durable and
successful companies today are nothing like they were when they were founded.
Take, for example, IBM (International Business Machine), 3M (Minnesota and
Mining) or even retailers such as the Dayton-Hudson Corporation, now operating
as Target.
The International Business Machine Company (IBM
®
) was founded in 1896 as
the Tabulating Machine Company, a company that produced one of the fi rst
generation data processing machines. Today IBM is one of the world’s most
valuable brands, second only to Coca-Cola, and the world’s fourth largest
technology company. With 400 000 employees worldwide, IBM is the second
largest (in market capitalization) and the second most profi table information
technology and services employer in the world according to the Forbes 2000 list,
with sales of greater than 100 billion US dollars.
The Minnesota Mining and Manufacturing Company was founded in Two
Harbors, Minnesota in 1902, later becoming 3M™. The company’s roots were in
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6 New product development in textiles
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mining stone from quarries for use in grinding wheels. Today they are known for
a wide range of innovative products that began with their fi rst exclusive product:
Three-M-ite cloth. Today the company has over 76 000 employees that produce
over 55 000 products. 3M has operations in more than 60 countries and its products
are available in more than 200 countries ( Fig. 1.1 ).
The Target Corporation (Target) was founded in Minneapolis, Minnesota in
1902 as the Dayton Dry Goods Company. It became one of the pioneers of
discount merchandising, opening its fi rst Target discount store in 1962. In 1966 it
branched out into discount book selling. Through growing expertise in sourcing
and buying in bulk, strong fi nancial control and acquisitions, the Target subsidiary
grew to dwarf and absorb its parent company Dayton Hudson, becoming the
Target Corporation. Target today is the second largest discount retailer in the US,
behind Walmart, ranking 28th on the Fortune list of 500 leading US companies.
Among other achievements, it has become the largest hardcover book seller in the
US. The company now provides design services (Target Commercial Interiors),
has a major online presence and manages a global private label business. Target
retail stores are typically spacious, feature in-store dining facilities and include
grocery departments, e-trade locations, pharmacies, pre-packed deli items and a
wide range of other product lines in well-designed, shopper-friendly environments.
Target has traditionally been more successful in the fi eld of affordable fashion
than its rival Walmart, which has had to continually replace its design and
merchandising team.
1.2 Forces for innovation
One of the most famous analyses of market dynamics was developed by Michael
E. Porter of the Harvard Business School in 1979 (Porter, 1979). Porter drew upon
1.1 3M™ products (courtesy of the 3M™ Corporation).
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Innovation and new product development in textiles 7
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industrial organization economics to derive fi ve forces that infl uence the
marketplace:

•
buyers

•
suppliers

•
new entrants

•
substitute products

•
rivalries.
These fi ve forces determine the competitive intensity and, therefore, the
attractiveness of a particular market. This approach helps explain some of the
drivers of innovation, whether the changing needs of consumers (buyers),
the power of other partners in the supply chain, the emergence of new players, the
development of technologies that might render a company’s existing products
obsolete, or the ability of other companies to replicate and surpass their rivals’
products or services.
Most companies use this analysis for incremental price, cost, distribution,
quality or product enhancements. However, as Porter’s analysis suggests, a market
can be transformed by new players and/or substitute products. This reinforces the

importance of true innovation to break away to gain a leadership role in a given
market. This view of the industry allows for the elimination of market borders and
defi nitions, and can truly lead to added value and growth.
The Gap, for example, was a leading specialty retailer for many years. Other
companies then began to copy its products and services. The company failed to
continue to innovate, gradually losing its competitive edge and market position.
The result was a spiral of losses and the eventual collapse of the company. The
Gap could have created a new space for itself rather than fall victim to increased
competition (Schmall, 2007). In contrast, other companies have succeeded by
being truly innovative, whether Walmart with its superior supply chain expertise,
which allows it to drive down prices, (Basker, 2007; Hicks, 2007), or Apple with
its innovative products that manage to make rival products obsolete. This
disruptive innovation paradigm is what is sought by companies to keep them
ahead of the game.
A more recent force for innovation is globalization. In a global market
consumers have the ability to select products from around the world, increasing
competition. This open competitiveness across borders allows the best products to
gain market share. In this instance it is innovation on a global scale that drives the
market. Fair, open, innovative and global competitiveness drives innovation. The
term globalization also refers to the movement of manufacturing, information and
technology across borders (Behnisch, 2006; Tabor and Maniam, 2010). This
phenomenon has been epitomized by the multinational company, able to source
its raw materials and base its production operations in cheaper, developing
countries, whilst maximizing prices and market reach in more affl uent, developed
markets.
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8 New product development in textiles
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The question of who benefi ts from globalization is often debated. Innovative
products are now often designed in one location, the raw materials sourced in
other countries, the parts manufactured elsewhere and assembly undertaken in yet
another country or countries. At its best globalization benefi ts customers, who get
good quality products at competitive prices, company shareholders, the high-tech
design and other staff employed in the more developed countries, whilst giving
employment to workers in developing countries processing the raw materials and
manufacturing key components.
The growth of multinationals and the globalization of their impact is wrapped
up with the rise of the brand. The astronomical growth in the wealth and cultural
infl uence of multinational corporations over the last fi fteen years can arguably be
traced back to a single, seemingly innocuous idea, developed by management
theorists in the mid-1980s, that successful corporations must primarily produce
brands, as opposed to products: ‘brand builders are the new primary producers in
our so-called knowledge economy’ (Klein, 2001). Nike, Levi’s, Coca-Cola and
other major companies spend huge sums of money in promoting and sustaining
their brands. One strategy is to try and establish particular brands as an integral
part of the way people understand, or would like to see, themselves.
An example of successful branding is Adidas, one of the leading sports brands
in the world, with a broad and unique product portfolio spanning apparel and
footwear for professional athletes, to authentic streetwear and premium fashion
apparel. The global brand, headquartered in Germany, currently focuses on fi ve
global priorities: football, running, training, basketball and the Originals label,
positioned as ‘the iconic sportswear brand for the street’. Recognized by its
distinctive trefoil logo, Adidas Originals has many dedicated retail locations
around the world. Originals is the category through which Adidas has reintroduced
or reinterpreted many of its most recognizable ‘heritage’ products, such as the
white-and-green Stan Smith tennis shoe. But it is also intended to meet the fashion

and style needs of today’s pop-consumed, trend-savvy 14–25-year-olds.
In early 2010 Adidas Originals launched a global, cross-media campaign
designed to reinforce its image. The brand was seeking to establish an identity that
was clearly aligned with its youthful consumer base through original audio-visual
content and tone of voice, but that was only half of the battle. Adidas also needed
a home base from which it could display and distribute all its exciting new content.
What’s more, it was looking to build a network of appropriate consumers made up
of its target group to become ambassadors for Originals throughout their spheres
of infl uence. Adidas Originals settled on building this hub with its Facebook page,
the free public profi le that enables companies to share their business and products
with consumers on an ongoing basis. One of the company’s main goals was to
increase the number of people who connected to its page.
According to Chris Barbour, Adidas’ global head of digital marketing for the
sport style division, Facebook was the ideal place to market the brand to a teenage
audience (Bloomberg News, 2009). The brand campaign that Adidas Originals
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