COMMUNICATION STRATEGIES FOR PRODUCING FUNCTIONAL FIBERS FOR TEXTILE ARTICLES: THE EFFECTIVE COMMUNICATION AS A STRATEGY TO STIMULATE NEW IDEAS AND PRODUCTS IN THE TEXTILE CHAIN

This article aims to study and discuss the communication strategies used by functional fibers producing companies. The final objective is to encourage textile manufacturers to invest in higher value added products that add functionality directly implemented into the fibers. During the research, the purpose is to identify and question the role of communication in the entrance of the new features bundled products. We analyzed six renowned companies and collected data for research of the media used for the functional products in an attempt to identify the tools used for penetration of new technologies in fabric and clothing manufacturers. The results of this study showed that the strategy adopted is based largely on aspects of comfort, health and welfare of consumers.