Browsing by Author "Vahteristo, Väinö"

The textile industry is in a need of various solutions to address its sustainability and responsibility issues and goals the industry players have set. Sustainable textile material sourcing plays a remarkable role as a solution for such issues. In addition to sourcing cotton, polyester or other conventional textile materials, next generation textile fibres are a part solution for the industry. However, market diffusion of such innovative products is a complex process. Purpose of the study is to study the innovation commercialisation and innovation selling from the point of view of a start-up or an innovator company that develops such technologies for the market. The literature part of the study defines the key determinants for a successful innovation commercialisation, which are reflected to results of semi-structured interviews with innovators from the industry. By collecting views and perceptions by textile brand owners and consumers, the study forms a practical pathway for innovators to make their commercialisation process succeed, ultimately, in support to tackle the sustainability issues of the industry. Results of the study elaborate the importance of flowing exchange of information throughout the textile value chain. Information flow is based on the value propositions of the innovation, which function as core values of innovators’ team building and communication with the value chain and the consumers, to build grounds for innovation acceptance and market diffusion. Reciprocally, collecting feedback from both is crucial to adapt to expectations flexibly. Lack of consumer awareness and, therefore, currently slow implementation pace of next generation textile fibres by the brand owners limit the resources of innovators and slow down market diffusion. The study finds that the role of brand owners in shifting consumer perceptions of prevailing issues in the industry is centric. Generally, consumers find the sustainability topics the brand owners promote and state to be addressing, as the most concerning. Therefore, as the brands are sparsely involving or offering next generation textile fibres as solutions for the issues, consumers do not see them as sufficient solutions. The study concludes that commercialisation of next generation textile fibres requires better facilitated educative information flow from innovators with all stakeholders of the process to build consumer demand and to activate the value chain. The most evident measure for it would be the better utilisation of various key opinion leaders. Well facilitated information flow and early start of educative sharing of information are centric for the successful market diffusion.