Natural Cotton case instantiates the more general concern of TCBL to promote sustainable and eco-friendly choices in textile and clothing value chain by privileging the use of natural materials (cotton, silk, wool, …). The case will exploit the increasing interest of consumers for eco-sustainable products, which is already an existing market trend offering new business opportunities. In business terms, Natural Cotton case aims to test and illustrate the advantage, for all those involved in, of rebuilding traceable European value-chains producing and valorising these natural materials. What is at stake, by rebuilding these value-chains, is not only to valorise these raw materials but also to save and exploit better the accumulated knowledge and know-how existing at each step of their transformation in final products, which is often a precious, but neglected, competitive advantage of EU producers. The expected result of the Natural Cotton case, in macro-economic terms, is to increase the share of added-value of EU origin in the final products sold in Europe.
The Natural Cotton case is not only trying to rebuild the value-chain but also to revitalise them by renewing the way they operate. This will be notably done by identifying and promoting R&D results and technical innovations allowing to transform these raw materials using less resources (in water and energy notably) for producing better quality final products and innovative ones, with a recognised market value by the consumers, allowing a better remuneration of those involved in the production process. This revitalisation will also be achieved through the building of more direct connexions between the producers, those using their products and the clients of their clients, Europewide, creating more personalised relationships and interactions, which themselves are expected to contribute to a better understanding of market demands by producers and the enrichment of the consumers’ knowledge of the value and origin of the products they purchase.
A special issue of the TCBL_zine is under preparation for all of the Business Cases, with publication scheduled for #TCBL_2017 in Athens on June 20th. To access the Call for Papers for the issue on Natural Cotton, click here.
For further information on the Natural Cotton Business Case, contact Thanos Contargyris.