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Technical Textiles: AirX™ spacers secured market differentiation

Situation

  • A sports bandage manufacturer received feedback from athletes about humidity build-up and chafing issues in their products.

  • Market shares could be won by manufacturer implementing either (very) low cost materials or high-performance permeable fabrics.

Action

  • A joint customer focus group study suggested that one of Tytex’s products would fit the bill of providing beneficial and client valued aerated features.

  • Tytex AirX™ spacers were implemented as a substitute for neoprene products.

  • Products were repositioned on price, and branding was increased so as to support the market differentiation.

Outcome

  • The bandage manufacturer gained access to a more lucrative market and was able to successfully raise prices by 20%. 

  • Tytex subsequently revamped other bandage products for the manufacturer, now allowing moisture and air permeability throughout the assortment without compromising on 2-4 way stretch specifications.

Project team member

Key Account Manager

Frank Stærmose
Tel. +45 4099 2045 E-mail: fst@tytex.dk

Project team member

Project and Product Management Coordinator

Pia Tang Jørgensen
Tel. +45 4099 2016 E-mail: ptj@tytex.dk

Project team member

Vice President Sales & Marketing

Lars Ulrich Borch
Tel. +45 4099 2031 E-mail: lub@tytex.dk

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