Hyosung Picks Up The Pace
Hyosung expands international presence with new marketing center in New York City and new variants of creora® fiber.
By Virginia S. Borland, New York Correspondent
As a further commitment to its globalization and sales and marketing focus, and in order to market the fiber outside of Asia, the company recently moved its marketing center from Korea to New York City. As a result of the relocation, the company has made a number of appointments.
Greg Vas Nunes has been named president, Americas and Europe, Spandex Performance Unit. He has put together a sales and marketing team that includes Ria Stern, director, North American marketing and global brand, Spandex Performance. Like Vas Nunes, Stern is based in New York City.
Marketing leadership appointments also include: Stephanie Ledru, director, European marketing and brand; Jeff McGuire, director, North American sales and technology; Fernando da Costa Roland, sales and marketing manager, Brazil; and Paul de Belay, director, European sales and technology.
"In selecting people with Western expertise, the creora Performance Unit becomes the first Asian multinational to add sales and marketing capability that could provide innovation to the industry," Vas Nunes said. "Creora is a high-quality spandex fiber, and the company's technical competence is outstanding. Now we have the capability to differentiate our specialty products.
"We are brand positioning and building awareness of product in the trade," he said. "We can combine creora with companion fibers to create unique and different constructions and then help to push them through the market."
Hyosung markets its creora® spandex fiber for activewear applications, among others.
"As other fiber companies are decreasing resources and services to the industry, we're adding them," Vas Nunes said.
Stern noted the company will open fabric libraries in New York City, Hong Kong and Milan, and will introduce new specialty products to the market at trade shows such as Expofil, Shanghai Intertextile and Lyon Mode City.
Some of the new creora spandex products Stern mentioned that will be on display at Expofil and Lyon Mode City include alkali-resistant spandex (H-100X), which will be shown in burn-out stretch velvets.
"Velvet burn-outs are luxurious and trend-right for fall," she said. "With our new creora variant, fabrics maintain elasticity. The burn-out process destroys elasticity in most spandex products, but not with our alkali-resistant spandex."
Other new creora variants (H-400 and H-450) are low-heat-settable. These fibers provide whiter whites, less yellowing, comfort, fit, performance and excellent hanger appeal, according to Hyosung. Target markets are socks, seamless garments and molded bras. H-350 heat-resistant spandex was developed to blend with polyester, nylon 6,6 and microfibers. Chlorine-resistant H-250, which offers protection against washing with chlorine, is aimed at swimwear, underwear and sock markets.
Hyosung’s new creora® variants include heat- and chlorine-resistant products that can be dyed at high temperatures and processed using high chlorine levels.
Into The Future
By the end of 2006, Hyosung expects its global capacity for creora spandex will increase to 82,500 tons. Vas Nunes did not rule out building future manufacturing facilities in Europe and the Americas.