Abstract:

The 1960's have marked dramatic growth in consumption of fully-synthetic fibres. In 1960 they accounted for only of the consumption of the world's textile industries - by 1969 over 20/0 of fibre used was synthetic, consumption being concentrated in the developed countries. The parallel development of fibre marketing strategies has made a major contribution to this growth in consumption: this paper will discuss some of the techniques which the authors' Company has evolved to meet the unique challenge faced by the producer of branded fibres, and will concentrate on the role of market research, particularly consumer research, in the total fibre marketing operation.