Dow Microbial Control, a decades-long leader in providing high-performing antimicrobial control products to a variety of market segments, first entered the textile and apparel marketplace in September 2012 when it introduced its unique SILVADUR antimicrobial control technology. This technology neutralizes odor-causing bacteria on fabric surfaces, reducing the need for frequent launderings and extending the life of the product.
Karel Williams, global strategic marketing associate director for Dow Microbial Control, recently shared his thoughts on SILVADUR’s continuing success in the marketplace and a new global marketing and co-branding program with The Textile Magazine.
Excerpts from the interaction:
Dow introduced SILVADUR antimicrobial, its unique, intelligent antimicrobial control technology, in September of 2012. Four years later, how has it been accepted in the marketplace?
Williams: Over the last four years, SILVADUR has had significant market penetration. The technology has been widely accepted and has enabled many brands to provide long-lasting odor control features across a wide array of product lines. These include home textiles such as bed linens, sheets and pillows, as well as commonly-worn base layer products where odor can build up, such as t-shirts and underwear, sports and fitness apparel, socks and shoes. SILVADUR is also adding value in segments such as denim, including jeans and casual clothes for men.
To what do you attribute this acceptance by manufacturers and retailers?
Williams: There are several reasons why SILVADUR gets specified. First of all, it delivers measurable, credible odor reduction in fabrics. Second, Dow has been able to identify opportunities in the marketplace, such as the rapidly increasing consumer trend to a healthier lifestyle, and help brands and retailers take advantage of them by using SILVADUR. For example, we know from proprietary Dow research that savvy consumers are willing to reward brands and retailers for products featuring the freshness and odor protection functionality that SILVADUR provides. Third, the SILVADUR technology is easy to adopt and use.
Is the market for SILVADUR global? Are there some regions that stand out over others?
Williams: Yes. The market for SILVADUR is global. A large share of the demand is from North American brands and retailers, but we’re also seeing growth in the Middle East, Asia Pacific and elsewhere.
Are you working with manufacturers and brands in India and other countries in the region?
Williams: Absolutely. SILVADUR has seen strong growth in India, both in the market for domestic apparel and bedding, as well as products for export. In fact, our business in the region has more than doubled in 2016 over 2015.
In mid-August, Dow Microbial Control introduced a co-branding and marketing program under the brand name INTELLIFRESH. Can you explain the program and how it is linked to SILVADUR?
Williams: SILVADUR is the backbone of our chemistry but, because it’s an ingredient technology, it’s invisible to consumers. The INTELLIFRESH brand on a product signals to consumers that the SILVADUR technology is in the product and is performing at a high level. The brand is designed to give consumers peace of mind that the product is providing the reliable, durable odor control and freshness protection that is so important to them.
What consumer products have the greatest potential for the INTELLIFRESH marketing and co-branding program?
Williams: Consumer products that carry and harbor unwanted odors. These include sports and fitness apparel, socks and underwear, t-shirts and jeans, as well as bed sheets and bath towels.
Are there textile and apparel manufacturers currently using the INTELLIFRESH brand for their products?
Williams: The INTELLIFRESH brand now has gained further momentum. There are some very notable apparel and home textile brands that are currently featuring, or will soon feature, the INTELLIFRESH brand as a way to differentiate their products and highlight the innovative technology that is in them.
I’d rather not name specific brands and retailers, because I might leave someone out, but they are very notable businesses. The best thing to do is look among your favorite brands for the INTELLIFRESH ingredient. Several brands have gone public with the news and are aggressively marketing INTELLIFRESH. All the information is readily available on the internet.
How do manufacturers and retailers take advantage of the INTELLIFRESH brand?
Williams: Any brand or retailer wanting to take advantage of the INTELLIFRESH opportunity should contact a Dow representative using our website: www.intelligentfreshness.com. Once the initial contact is made, we’ll initiate a dialogue with them and, if appropriate, begin the process of qualifying their product and develop a marketing strategy for them. It’s a fairly quick process.