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The Textile Magazine
APRIL 2012
DyStar
offers complete color
management solutions
dyeing & finishing
For most major apparel
brands and retailers,
management of color
from design to delivery
or from inspiration to re-
alisation is a complex and
time-consuming task.
Color palettes change on a more
or less frequent basis depend-
ing on whether it is fashion ap-
parel, sportswear or lingerie that
is produced. For retailers with in-
dependent brands or department
management it is often the case
that separate palettes are required
to cover babywear, women’s fash-
ion, men’s fashion, sports or casual
clothing, etc. Color is a crucial ele-
ment of brand identity and consum-
er appeal. It’s important to create
unique color stories for your brand,
but it’s also essential not to miss the
latest color trends picked up from
the fashion and fabric shows from
Shanghai to San Francisco, from
Stockholm to Singapore.
Now a whole new set of sustain-
ability issues have been added in on
top of the existing requirements of
brands and retailers as they seek to
build customer trust and meet stake-
holder expectations. No longer do
they only have to care about what
is made but also how and where it
is made. The need for traceability
and transparency in supply chains
is driven primarily by consumers,
legislators, NGOs, the media and
investors. Social networking, smart
phones, apps, blogs and tweets have
built instant connectivity around
the globe so that bad news travels
fast. When you mess up, you can’t
keep it under wraps any more.
So now you also have to worry
about the carbon footprints and wa-
ter footprints of your products, and
understand the difference between
Life Cycle Assessments and Prod-
uct Lifecycle Management. Know-
ing who is in your supply chain and
what they contributed to your prod-
uct is becoming the major chal-
lenge of the 21st century.
Three common failures can be
very easily identified:
• Wrong color – color failures
cost time and money
• Damage to Brand Integrity –
potential damage to reputation and
stock price
• Unhappy customers – lose brand
loyalty and tell their friends
So how can DyStar help?
DyStar has a unique approach
to the textile supply chain. It not
only works with brands and retail-
ers at the design and specification
stages of product development
but also with the mills that proc-
ess the fabrics that are required to
meet the shade, fastness and eco-
logical requirements of any given