In order to discuss the changes happening in the supply chain for cotton products as well as strategies that should support the retail and the industry to be still successful in the future, top representatives of the European textile industry participated in the ‘Cotton USA Supply Chain’ conference in Prague. Edelgard Baumann, International Marketing Manager of organizer Cotton Council International (CCI), commented: “An understanding of incidents like the rapid increase of prices and the shortage of fibers in the last year is only possible if you have the knowledge of the entire supply chain cycle.”

Further topics of the conference were, for instance, also the question regarding potential future key markets for the European and global brands. Moreover, participants discussed the demands and expectations of the consumers of the future concerning a product, a brand and the retail market. All referees agreed on the fact that vertical partnerships within the entire supply chain will decide about success and failure in the future. Jan Hilger, Director Operations of Escada S.E., presented a project called “High End Fashion Cluster” where luxury and premium brands have collaborated for a sourcing project and made use of synergy effects. For Hilger, this project offers a solution for the luxury segment which shows how important networking and cooperation are in order to also operate profitable with smaller order volumes and a high quality demand.