Microfibres Unveils New High Performance Velvet at Decosit
August 27, 2004
WINSTON-SALEM, North Carolina — Microfibres, Inc. a leading manufacturer and exporter of velvet fabrics, will introduce a new higher performance and higher style of nylon velvet at Decosit 2004, according to Anthony DiFoggio, director of marketing for the upholstery fabric division here.
"We think our new line at Decosit will be one of the best lines from Microfibres in the last several years," he said.
Microfibres' new line highlights performance to stay competitive in the domestic and international markets and differentiate their fabrics from other upholstery suppliers and the host of polyester copies being sold.
The marriage of fashion and performance will be taken to a new level. Microfibres nylon velvet features a "higher light fastness, inherently greater durability, greater cleanability, and a beautiful, soft hand that you expect from nylon," said Karen Nehlsen, director of design for the upholstery division. The new designs unveiled at Decosit will include Metropolitan and Prairie Home in 250 SKUs developed for upholstery in the global market.
Nehlsen headed the design team that created the new collection to be shown at Decosit, sharing and exchanging information with the company's Microfibres-Europe design team, led by Isabelle Torelle.
The Microfibre teams are working hard to maintain its position as a leading supplier of velvet. They are going after the suede market—real and polyester—with guns blazing.
"We have a huge problem with the polyester suede competition," DiFoggio said. "As a result, we are promoting fashion with ultimate performance. The polyester suede out there does not come close to our performance level at the price points we offer. Real leather and polyester suede is our major competition, which has been able to make inroads against our category but we are fighting back to gain share with innovation. It is a plain shade market for the most part but by adding new textures and printed designs, we have created a very fashionable package."
"Our products are well accepted in Europe whereas in the USA, we tailor a different product range. Nehlsen said that Microfibres will continue to innovate and embellish the product line including multi-layer velvets and wet printed velvet on dyed and embossed goods. Totally coordinated packages with all new introductions is the rule, she said, which includes a plain and correlate story.
Nehlsen says Microfibres will continue to develop innovative new fabrics, including multi-layer and wet printed velvets on dyed and embossed goods.
"The word microfiber, invented by Microfibres, has now become generic and ceases to identify the product as different. It was time to do something about it," she said.
"We think our new line at Decosit will be one of the best lines from Microfibres in the last several years," he said.
Microfibres' new line highlights performance to stay competitive in the domestic and international markets and differentiate their fabrics from other upholstery suppliers and the host of polyester copies being sold.
The marriage of fashion and performance will be taken to a new level. Microfibres nylon velvet features a "higher light fastness, inherently greater durability, greater cleanability, and a beautiful, soft hand that you expect from nylon," said Karen Nehlsen, director of design for the upholstery division. The new designs unveiled at Decosit will include Metropolitan and Prairie Home in 250 SKUs developed for upholstery in the global market.
Nehlsen headed the design team that created the new collection to be shown at Decosit, sharing and exchanging information with the company's Microfibres-Europe design team, led by Isabelle Torelle.
The Microfibre teams are working hard to maintain its position as a leading supplier of velvet. They are going after the suede market—real and polyester—with guns blazing.
"We have a huge problem with the polyester suede competition," DiFoggio said. "As a result, we are promoting fashion with ultimate performance. The polyester suede out there does not come close to our performance level at the price points we offer. Real leather and polyester suede is our major competition, which has been able to make inroads against our category but we are fighting back to gain share with innovation. It is a plain shade market for the most part but by adding new textures and printed designs, we have created a very fashionable package."
"Our products are well accepted in Europe whereas in the USA, we tailor a different product range. Nehlsen said that Microfibres will continue to innovate and embellish the product line including multi-layer velvets and wet printed velvet on dyed and embossed goods. Totally coordinated packages with all new introductions is the rule, she said, which includes a plain and correlate story.
Nehlsen says Microfibres will continue to develop innovative new fabrics, including multi-layer and wet printed velvets on dyed and embossed goods.
"The word microfiber, invented by Microfibres, has now become generic and ceases to identify the product as different. It was time to do something about it," she said.
