23 May 2000

LAUNCH OF TEXTILE INDUSTRY'S 'BRAND TO WIN'

"Textiles and clothing companies can ensure future growth by building global brands in a new joint initiative by the Industrial Development Board in partnership with the Northern Ireland Textiles and Apparel Association (NITA)," Adam Ingram, Minister of State, said today.

The Minister outlined the new 'Brand to Win' programme as an example of the co-operation between the industry and Government at a meeting with representatives of companies in the sector.

The meeting was held to discuss the challenges currently facing the industry and to review the measures being taken by Government and its agencies, including IDB, to help textiles and clothing companies move into higher valued activities and thereby improve their ability to compete for business in global markets.

Mr Ingram said: "The new 'Brand to Win' programme is an excellent example of the work that is underway to assist this important industry. It has been developed to increase awareness of the potential of successful branding to both stimulate profitable growth and differentiate products sufficiently to command a premium price.

"The programme, being introduced as a pilot and involving six textiles and clothing companies, reflects Strategy 2010's recommendation that there should be a sharper focus on knowledge-led activities.

"IDB and NITA's aim is to encourage and assist companies to strengthen existing and create a new generation of world leading branded products, garments and fabrics that will be immediately identified as incorporating design flair, innovation, excellence and value," he added.

NITA Chairman, Bill Walker, who is also managing director of the Lurgan-based Sherman Cooper company, which owns the Ben Sherman brand, one of Northern Ireland's most successful shirt and leisurewear brands, said: "I am confident that creativity in product design and marketing already exist in companies and particularly in the colleges to facilitate the growth of brands which will excite and engage buyers worldwide.

"The Irish Fabric Initiative, for example, demonstrated that a number of local companies are producing some very innovative and tremendously exciting fabrics. Our companies are focusing increasingly on design and are now working with talented designers such as John McNutt, Michelle O'Doherty and Sharon Wauchob.

"The universities and Belfast Institute of Further and Higher Education are producing some very creative young designers and marketing graduates.

"We have to harness these knowledge-based skills to develop brands that will produce sustainable growth in sales and profits and help establish Northern Ireland as a centre of design excellence in fabrics and garments," he added.

The 'Brand to Win' programme was outlined to 60 senior managers at an IDB/NITA workshop in the Linen Green, Moygashel.

The importance of branding in the development of Lycra ^® and marketplace trends were detailed by senior managers from DuPont - Karen Jones, European Brand Manager, DuPont Lycra ^®, and Charlotte Mills, Marketing Representative, DuPont Lycra ^® Ready to Wear.

DuPont's expertise in brand development will be available to participants in the programme through a mentoring role.

DuPont Lycra ^® is the now world's eighth most successful brand. The main DuPont Lycra ^® production facility at Maydown, Londonderry has also been at the centre of highly innovative developments of Irish linen and these will be showcased in Paris in March 2001.

The new 'Brand to Win' programme, which is open to companies in the textiles and clothing, giftware and furniture sectors, will initially involve up to six companies which have existing brands they wish to promote, have an in-house marketing operation and the finances to invest in brand development.

The programme will enable the participants to seek expert consultancy support and advice towards the formulation of a coherent brand strategy.