WOW!

Techtextil North America just concluded its fifth edition in Atlanta. What a ride! This was the best show yet. Eager attendees flocked to exhibitors’ booths to see the latest in high-end technical textiles. And the “internationally acclaimed” Symposium drew large crowds to learn details about markets of opportunity and technology that will impact the industry and their products. And it validated the health of the technical textiles industry in North America. As one presenter in the Symposium noted, “we often hear about how bad things are in the industry in the U.S., but believe me, it just isn’t so…the industry is in good shape.” And that is true.

But, what did we learn?

Techtextil North America firmly validated its place in the industry. If there was ever any doubt of the need for such an event, the 2008 edition proved just how important it is. One only had to talk to people on the floor to realize that. Many who have “given up” on other shows as not being relevant found Techtextil North America to be of great value. While some may have a narrow focus on specific markets, and others take a broad-brush approach, Techtextil North America concentrates on the diverse, higher end of the industry – an area where innovation is the key to success, opportunities abound, higher margins are possible, and many new products and applications result from the technology featured at the show. The “verified” attendee list revealed a majority of technical-level personnel and industry decision-makers.

The “going annual” announcement (2009 will be in Las Vegas), while a surprise, makes a lot of sense. I learned that Messe Frankurt’s analysis shows there is a large contingent of technical textile consumers in the western U.S., and this show will allow them greater access to their suppliers. The research was interesting to even me, a 45-year industry veteran and observer. On to Vegas!

We learned the industry is rapidly becoming “everyday” global. With 40 countries represented, once occasional overseas attendees or exhibitors are now a large portion of such events. We have been saying for a long time we are “going” global. After Techtextil North America, I am convinced we are there. In the Symposium, we learned U.S./North American countries are more at ease exporting. Virtually all successful companies now have some type of alliance overseas.

We learned there is a great need for well-organized and well-presented technical symposia. The Symposium just keeps getting better each time. One sign of good attendance was when exhibitors said they noted a swell in people coming by the booths when the Symposium was at break. Attendees praised the broad-based program, useful information, and the varying levels of technical expertise. Successful companies were not afraid to speak and/or showcase their technology. Nor were they there looking to copy someone else’s product and come up with a “me-too” line. Finding technology, ideas and concepts that can be applied to their products were what attendees wanted. Nanotechnology is a good example. It’s a great concept – but how are we going to use it? Several sessions included nano. Truly, “inquiring minds wanted to know.”

We learned the industry is consolidating. Often that is good. The resulting fewer companies are now leaner and more focused, and better able to innovate and compete internationally. Many “me-too” companies have disappeared. Yet, many new, smaller companies have entered the market with specialized products – and are succeeding. We hear a lot about businesses closing but little about the ones starting up.

We learned a great deal more. Did you? If you didn’t, you weren’t listening.