Home Tekstil Exports September 2020

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8
HTE
The light at
the end of
the tunnel is
visible
All people around the globe, manufacturers, buyers, sellers and consumers
desperately want to see the daylight. We all missed to reduce
the distances to only social distance. Right now, in fact, for 6 months,
the distance is far back thousands of kilometers from our business
partners. All we need is a few meters. Otherwise, the economic crisis
will be worse than coronavirus. So, all parties are willing to come closer
to see the products and to place orders. Almost all people hope to
come closer in January.
CNR Fair Organization of Turkey took a leap of faith on bringing beauty
and personal care professionals as close as 1 meter of social distance
on 10th of September 2020. In other words, they opened a physical
fair and they succeeded. There were a lot of visitors even foreign countries.
It was a risk but CNR took it. All people, related to the industry or
not, were happy to see that the fair business will be possible. This was
a light for the future. We are now hoping that the international fair business
will be active latest in January. What is better is that we have the
largest fair in January to prove the start of normalization in this field. I
personally believe that Heimtextil 2021 will be the starting point for the
new season and will yield excellent results for exhibitors as well as for
visitors because there is a huge demand accumulation. If it becomes
a successful start, then all others will follow even better. We will run
to Cologne for IMM and to China for the CIFF right after it. Evteks and
Proposte will contribute to the industry worldwide. We will, of course,
attach first priority to the health of ourselves and our business partners
and all humanity we associate with.
I wish healthy, happy and prosperous days.
Group Chairman
Publisher
Managing Editor
(Responsible)
Advisory Board
Editorial Consultants
Correspondents
Domestic
Advertising Manager
International
Sales Manager
Technical Manager
Art Director
Design&Graphics
Chief Accountant
Subscription
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H.Ferruh ISIK
ISTMAG Magazin Gazetecilik
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12
PROFILE
HTE
New fabric
adds celestial
fantasy to
‘Brave Ground’
The latest fabric from luxury English
interiors brand The Monkey Puzzle
Tree picks up on the key themes of
the moment, combining the warmth
of Dulux Colour of the Year ‘Brave
Ground’ with the need for escapism and
sustainably sourced interiors.
On a natural ground of unbleached linen union
fabric, ‘Metamorphosis’ invites you to imagine
a fantasy world, featuring metallic gold comets
and mysterious faces amidst green tendrils,
cobwebs, claws and unicorn horns.The large
scale design gives a quirky twist to warm neutral
schemes and pares beautifully with dark
inky blues and greens.
Charlotte Raffo, founder of The Monkey Puzzle Tree
worked closely with artist Kirsty Greenwood to design the fabric.
Kirsty is inspired by pareidolia - the tendency to see faces and
animals in patterns and objects. Using hand marbling as a starting point
she created layers of line drawings, building up a pattern of tendrils,
faces and mythical creatures.
A heavy unbleached linen union was chosen as a base. The fabric,
which is woven in Scotland, is a characterful blend of linen and cotton,
retaining the natural colour of the yarn, and showing occasional slubs
and imperfections which add to the natural charm of the fabric.
Metamorphosis was then screen printed in a heritage print works in
Cumbria, England, using a unique combination of metallic, matt and
bright inks to create depth in the design.
September 2020

SEE YOU AT
HEIM TEXTIL 2020
Ozgul Packing, entered to packaging sector in
1999 which takes an important place in Turkish
and world economy; today it has carried
production facilities to 4.000 m2 indoor area from
140 m2 indoor area which was founded for PVC
bags producing.
Beside wire frame, piping and biding bags
it has expanded markets which was provided
facilities to high frequency packaging and offset
box packing as well.
Ozgul Packing is a leading company in
packaging sector with experienced staffs,
machine parks in the line with changing IT, R & D
efforts and product design.
Adil Mh. Vahdet Cd. Yamanlar Sk. No:9A/1 Sultanbeyli - Istanbul - TURKEY
Phone: +90 216 592 62 44 Fax: +90 216 592 95 75
Mail: info@ozgulambalaj.com

18
HTE
EVENTS
Heimtextil Russia 2020 Digital Delegation
organized by UTIB
Uludag Textile Exporters’ Association (UTIB), established in 1986 within the
organization of the Uludag Exporters’ Association and having 2,744 members as of
today, is an ever-growing, renovative and forward-thinking association which makes
Turkey’s major textile exporters come together. UTIB has recently offered a different
experience to all visitors thanks to its digital trend zone project Turkish Textile
Network Dream Zone, which is developed for Heimtextil Russia Digital by Turkish
Textile Network (TTN).
The “Heimtextil Russia 2020 Fair”, which was on the
dates 15 - 17 September 2020, has recently been
held in Digital version this year due to the continuation
of the pandemic, and a Virtual Trade Delegation organization
was managed by Uludağ Textile Exporters Association
(UTIB).
UTİB has been seeking to adapt itself to technological innovations
especially accelerated by the worldwide pandemic
to find new and effective ways to bring its members together
with importers all over the world. And lately, it has
established a new platform, Turkish Textile Network (TTN)
through which the latest trends are shared, up-to-date communication
methods are used, and creative content is prepared
and presented.
The very first project UTIB was announcing through TTN has
been “Turkish Textile Network Dream Zone” developed for
Heimtextil Russia Digital; the digital trend zone, a 360-degrees
view developed with 3D modeling, where participants’
products could be seen and displayed in a much different
and innovative method which is blended with digital transformation
in textiles. On the TTN Dream Zone, the selected
products are exhibited with a 360-degrees view via virtual
reality technology and the fabric details are shown in very
high resolutions. Thus, visitors are able to see 24/7, on
both desktop and mobile devices, the displayed products to
the perfection including designs, sewing techniques and all
finest details. We welcome all visitors to the “Turkish Textile
Network Dream Zone.” www.ttndreamzone.com
September 2020

22
HTE
EVENTS
EVTEKS
rescheduled
to 2021
As it is known, all the national and international
exhibitions, planned to be organized in Turkey
between March 16-August 31, 2020 and considering
the measures for the Covid-19 pandemic, have
been postponed by the Ministry of Trade in accordance
with the decision of the Scientific Board of the Ministry
of Health, to be organized after the period September
1, 2020.
Under this decision, EVTEKS – 26th Istanbul
International Home Textiles Exhibition, which was
planned to take place between August 25-28, 2020,
has been postponed to May 18-22, 2021 upon the joint
decision of Istanbul Trade Fairs and TETSİAD (Turkish
Home Textile Association).
EVTEKS will be once again organized in May, on its
regular date. The organizer believes that it will come
closer to its target, being the most important exhibition
of the global home textile industry, and add power to
the manufacturers and exporters of our country in the
global competition.
September 2020

23

26
EVENTS
HTE
Commercial electronic message
management system records has been
extended
The mandatory implementation of the “Commercial Electronic Message Management
System”, which was started by the Ministry of Commerce and whose infrastructure
was completed, was extended until December 1. Lawyer Burcu Kırçıl made a
statement on the subject and stated that those who want to send commercial
messages within the scope of the regulation must register in the system.
In order to provide management and control of commercial
electronic messages; The Commercial Electronic
Message Management System (MMS), which allows for
commercial electronic message approval, the exercise of
the right of rejection, and management of complaint processes,
has been extended from September 1 to December
1, 2020.
Lawyer Burcu Kırçıl, Founder and Manager of Kırçıl Law
Firm, stated that the Law No. 6563 on the Regulation of
Electronic Commerce was created in order to regulate the
responsibilities of commercial communication, service providers,
and intermediary service providers, the obligations
to inform contracts made with electronic communication
tools and electronic commerce and the sanctions to be applied,
He noted that some changes were made in the current
legislation.
Lawyer Burcu Kırçıl stated that the regulation prepared according
to the authorization given by Article 13 of the Law
has been in force for a long time and the legislation in force
with the Regulation on the Amendment of the Regulation
on Commercial Communication and Commercial Electronic
Messages published in the Official Gazette dated 04.01.2020
and numbered 30998. He explained that the changes were
made.
Lawyer Burcu Kırçıl explained that by making some changes
in the legislation in force, a reorganization was made
in the temporary article 2 of the Regulation regarding the
time allowed for the transfer of the approved recipient lists
of the service providers to the system until 01.09.2020.
According to the regulation published in the Official Gazette
dated 28.08.2020; The period of transfer of the approvals
received within the scope of the regulation to the İYS by
the service providers has been extended until 1.12.2020.
Referring to commercial electronic messaging and the concepts
brought to us by the Law, Lawyer Burcu Kırçıl said
that the Law’s commercial electronic message concept is’
telephone, call centers, fax, automatic call machines, smart
voice recorder systems, electronic mail, short message service.
He emphasized that he defines it as’ messages with
September 2020

28
EVENTS
HTE
data, audio and video content, which are carried out electronically
and sent for commercial purposes, and that the
legislator does not limit this concept to exact expressions,
but leaves it open with the sampling method following the
rapidly developing technology.
Lawyer Burcu Kırçıl, “Law; Except for domain names and
e-mail address, all kinds of communication-related to electronic
commerce for gaining profit within the scope of
professional or commercial activities are considered as
commercial communication, and natural or legal persons
engaged in electronic commerce activities are also called
service providers. “ said. Lawyer Burcu Kırçıl continued her
statements as follows:
What is the scope of the regulations?
According to the law, a service provider will only be able
to send commercial electronic messages provided that the
recipient has received the prior consent of the recipient either
electronically or physically with a wet signature. The
situations that do not require approval in sending commercial
electronic messages to the recipients in Article 6 of the
Regulation are as follows:
• If the buyer provides his / her contact information in order
to communicate with him/her, sent for the change, use, and
maintenance of the goods or services provided,
• Messages containing notifications regarding ongoing subscription,
membership or partnership status, collection,
debt reminder, information update, purchase, and delivery
or similar situations and sent to the service provider regarding
the obligation to provide information under the relevant
legislation,
• Sent to electronic contact addresses of buyers who are
merchants or tradesmen,
• Following the legislation on the capital market, there is no
requirement to obtain approval for commercial electronic
messages sent by companies engaged in intermediation activities
for informative purposes.
Stating that in Article 5 of the Regulation, service providers
who will send commercial electronic messages are obliged
to register with the MMS system and transfer the approvals
they have already received from the buyers to the MMS and
that sending commercial electronic messages to the recipients
who do not have an approval record on the MMS is
prevented, Lawyer Burcu Kırçıl said, “ Although commercial
electronic messages sent to and tradesmen are not subject
to approval, the contact addresses of these recipients
should be recorded in the MMS system and it should be
checked whether the merchants and tradesmen exercise
their right of rejection before sending the message. “ she
spoke.
Message recipients also have obligations
The MMS will be available to the recipients of commercial
electronic messages in the coming days. In this way, buyers
will be able to log into the MMS system and view the service
providers they have given commercial electronic message
approval, approve a new service provider or have the opportunity
to use their right to decline.
The temporary article 2 of the Regulation, which entered
into force after being published in the Official Gazette
dated 28 August 2020 and numbered 31227, brought an
extremely important obligation for the buyers. Within the
scope of the latest regulations; A message will be sent by
the MMS to the recipients, informing that the approvals have
been uploaded to the MMS and that these approvals will be
deemed valid and the possibility of rejection can be used
through the MMS if they are not checked until 16.1.2021.
With the new regulation, buyers are obliged to check the approvals
registered in the MMS until 16.1.2021. Commercial
electronic messages sent after the end of this period will be
deemed approved. In addition, the Ministry will be able to
postpone these dates for six months, considering the quality
of service providers and the size of commercial electronic
message approvals.
With the new regulations introduced, the Commercial
Electronic Message Management System envisages a transparent
environment that allows the recipients to carry out
approval and rejection transactions, keep their records, and
make complaints, and the lawyer Burcu Kırçıl, with the regulations,
may be subject to sanctions in case of violation
of the legislation, the service providers and the electronic
commerce environment He emphasized the importance of
obtaining information about the rights and obligations of
the intermediary service providers that install them within
the scope of current changes.
September 2020

32
HTE
PROFILE
Piques
which are
colour up to
sleep from
Bella Maison
Bella Maison, the brand of
colors in home textiles, increases
the pleasure of sleep with pique
models in colorful and different
patterns.
Bella Maison improves sleep quality with its colorful
pique models. Produced from 100% cotton, the
piques are a favorite of cool autumn evenings with
their soft textures and ranforce features with high air permeability.
Bella Maison’s piques enliven the bedrooms with rich options
that are suitable for both daily use and guests.Bella
Maison’s unique pique models in colors ranging from blue
to salmon, green to beige, bringing together products with
original designs with high quality standards at affordable
prices, offer alternatives for every pleasure.
September 2020

34
HTE
PROFILE
Mandala pique set consisting of ethnic details and tassels,
Perla reflecting the peace of blue, Nieves containing the
most beautiful shade of green for those who want to carry
tropical leaves to the bedroom, Sophie designed with inspiration
from the mandala that contains spiritual serenity and
inner peace; Paisley, which warms the interior with floral
patterns, and piques prepared in plain colors and linen look
for those who like simplicity add pleasurable touches to
bedrooms.
Bella Maison offers single and double models in piques for
those who want to enjoy a good sleep with its quality and
soft texture, as well as sets with sheets and pillowcases.
September 2020

40
HTE
PROFILE
Fabric that
eradicates
Covid-19
revealed in
Bursa, Turkey
They started the journey to do
something novel for all, came up
with Turkey’s first fabric that
kills 99.99% of the Covid19
Fabric that eliminates 99.99% of the Covid-19 virus
(SARS-CoV-2) on the surface has been successfully produced
by Ebruzen Tekstil. Based in Bursa, Turkey; the
company has been manufacturing technical and functional
fabric for more than 15 years. Their new fabric passed recent
laboratory and clinical tests performed with Covid-19
virus.
Textile Engineer Sadık Kutlucan, CEO of Ebruzen Textile
commented on this great achievement with the following:
‘Our antiviral fabric, composed according to worldwide recognized
standard of EN18184 monitoring antiviral activity in
the textile industry, has been tested with Covid-19 virus. The
fabric which we named as Neutron eradicated 99.99% of
the Covid-19 virus on the surface within the first 2 hours of
the clinical test under EN18184 standard. Tests performed
with a couple of million Covid-19 virus being present. This
remarkable achievement will be noted as an important milestone
on the fight with Covid-19 virus.
“We are very happy and proud. The fabric we created has
already spiked a huge interest in Turkey and abroad. Our
first mission is to assist people of Turkey, especially health
workers, who has been putting their lives at risk to save
our lives. Our ultimate goal is though, to aid all humanity.”
further added Kutlucan.
Crucial for the whole world, not only for Turkey
“There are already various types of fabrics that has antimicrobial
and anti-viral qualities” points out Omer Tuncel,
Sales and Product Manager of Ebruzen Tekstil and added
“Chemicals used during manufacturing processes has to be
certified by health authorities that there would be no harm
September 2020

to human health. Our Neutron fabric utilizes chemical that
conform to both European Biocidal Products Regulations
and Turkish Biocidal Product Directive.”
41
Neutron is the first fabric of its kind that has been tested
to EN18184 standards in Turkey with the procedure performed
with actual Covid-19 viruses. Tens of types of products
around the world has been tested for antiviral purposes
with H1N1 swine flu virus or with the feline coronavirus, the
type of the coronavirus family found on cats; various wellknown
firms in the industry is known to do this practice.
Passing these types of tests with various types of virus may
prove that those fabrics are indeed anti-viral however, it
would not mean that they have Covid-19 virus (SARS-CoV-2)
eliminating properties, at least definitely. Neutron stands
out in that regard as there is a very firm and scientific evidence
that it eradicates almost all Covid-19 activity on the
fabric surface. This puts our fabric one step ahead of the
competition.
Test results we obtained for Neutron is also a differentiating
factor, our fabric kills 99.99% of all virus on the surface
within 2 hours, which is a spectacular outcome as long as
statistical consistency is concerned. Even rate of 99% gives
a good impression to our customers, but when you look
into rate of 99.99% you realize the success rate and therefore
the effect is 100 times higher than the 99 percent.
Therefore, I advise that consumers pay attention to what
kind of antiviral properties that the fabric possesses -
Sadık Kutlucan
Textile Engineer and CEO of Ebruzen Textile

42
PROFILE
HTE
checking whether the certification has been obtained with
Covid-19 virus or not - and what is the rate of elimination
of the virus on the surface. “
The goal is to serve humanity
Kutlucan reminded there would be opportunities on a global
scale and said:
“Of course we would like to carry our success further to
around the world; however we would need some kind of
government assistance for mega-level plans. Turkey now
has a tremendous chance to create a globally recognized
brand, if we could use this opportunity well, we would a
global manufacturer on antiviral fabrics and further we
could present something novel for all humankind.”
Health Industry will breathe a sigh of relief with
this fabric
One of the primary users of Neutron antiviral fabric is the
health sector. From masks that are being used by doctors
and the other health workers to all kinds of aprons, surgical
and operational gowns, other types of washable garments,
sheets; Neutron aims to be the rescuer.
CEO Kutlucan said “We observe that the health workers
tend to put on more than one level of masks in order to
protect themselves, they have the right reason for not to
wear ‘only one mask’, we understand that. They could use
masks made by our Neutron fabric as a shield to eliminate
Covid-19 activity and therefore have a more peaceful working
environment. As Ebruzen Tekstil, we value and prioritize
this matter with the health sector”
Washable and reusable
Ebruzen Tekstil’s previous antiviral and antibacterial test
results show Covid-19 proof Neutron fabric could retain the
coating up to 20-30 washes. This means consumers will be
able to machine wash the products over and over again. As
fabric specific properties would not be lost, consumers can
daily use the products, wash and clean them and use them
again with peace of mind.
CEO Kutlucan reminded that they are working to obtain
positive test results for even more washes by saying “By
experience we can say that antiviral property of the fabric
is only slightly decreases after repeated washes. We indeed
are currently testing the Neutron fabric too see if it is still
September 2020

43
antiviral and Covid-19 proof even after 50 repeated washes.
We expect to get the results in a short time”
Could be utilized for countless applications; from
mask to apron, bedding to furniture surfaces
Ebruzen Tekstil’s Covid-19 eradicating quality and result
is a first in Turkey. Antiviral fabric Neutron can be used
in many different products including but not limited to;
masks, workwear, bedding, curtains, furnitures, all kinds
of apparel from t-shirts to blazers and home textile products.
This kind of flexibility means a vital advantage in the
fight with the Covid-19 Virus.
Could be used wherever there are people
Neutron’s eradicating 99.99% of the all Covid-19 in 2
hours means there it will earn itself a coveted spot in various
industries. With the health industry being the priority,
there is room for the Neutron as long as there is activity.
Neutron is ready to be the defense shield in the fight with
Covid-19 Virus with being suitable to be used in countless
applications such as masks, workwear as they cannot be
washed as frequently as normal wear, uniforms worn by
officials and officers, in dormitories, retirement homes,
all types of home textile products, on seating surfaces of
public transport vehicles and on all types of daily apparel.
This is a fight
Elif Tuncel, Marketing Manager of the company pointed
out that they are for production under Neutron trademark
and see the fabric as a shield for Covid-19 by saying
“There will be only slight difference in price in comparison
to regular antiviral fabric. Our purpose is to support
Turkey in this fight with Covid19. Health of the people is
more important than the profit, this is for our future, for
our country and people. We strive to support this fight
with our research and scientific approach.“

46
Trevira booth at Heimtextil 2020
Trevira will not to participate
in Heimtextil 2021 with its
Trevira CS joint booth
Successful concept to be continued in 2022
For three years now, the Trevira CS joint fair booth,
where Trevira, its customers and partners present
their new ideas within the framework of an innovative
creative concept, has been an established and popular feature
of Heimtextil. In 2021, the international trade fair for
home and contract textiles is planned to take place from
12-15 January in Frankfurt/Main. However, as a result of the
numerous uncertainties brought about by the coronavirus
crisis, Trevira has decided that it will not take part next year.
“Messe Frankfurt has shown us its comprehensive hygiene
concept and plans and there is no question that their plans
fully meet health and safety requirements,” explained
Trevira CEO Klaus Holz. “But at Trevira, we are also very
much aware of our responsibilities. Our joint booth concept
is not only on an extensive scale, but it is also built around
the idea of communication. This makes it even more important
that we consider the potential risks involved and
how they could impact our customers, co-exhibitors, visitors
and staff.” Given the uncertainty as to how the situation
might develop in the future, Trevira has decided it has no
option but to withdraw from next year’s fair and postpone
its participation in Heimtextil until 2022. This decision has
been made in agreement with parent company Indorama
Ventures PCL (Thailand), which has put stringent measures
in place to keep its staff and customers safe. As a result, the
September 2020

48
Trevira booth at Heimtextil 2020: Editors’ Gallery
concern and its subsidiaries are not currently participating
in any trade fairs.
At the 2020 Heimtextil, Trevira exhibited together with
around 30 of its major Trevira CS customers with a joint
booth whose total floor area measured over 2,000 msq.
The number of partners exhibiting alongside Trevira has increased
steadily over the past three years, and the Trevira
display, along with many of the newest flame retardant
Trevira CS collections from its customers, has always been
hugely popular at the fair, especially in Hall 4.2, where it
has continually attracted a very high number of visitors. As
a joint booth, it has benefited especially from the vibrant
and positive discussions among visitors and exhibitors, together
with the various events that accompany the display.
Usually, these included a press conference and a party held
at the new stand. Trevira’s Heimtextil presence in the past
three years has strengthened and expanded the position of
Trevira CS as the leading brand for flame retardant home
textiles.
Klaus Holz, CEO Trevira GmbH, Trevira booth at Heimtextil 2020
CEO Klaus Holz said, “As a regular exhibitor at Heimtextil
for many years, we found this decision extremely difficult.
We greatly regret that we will not be able to bring our joint
booth to Heimtextil next year. However, we plan to return
in 2022 with a fair booth offering visitors and partners the
high quality they have come to expect of us, with brand new
ideas and measures in place to ensure its success”.
Trevira CS Gold Club 2020: Fabric Manufacturers
September 2020

52
TRENDS
HTE
Heimtextil presents
the 2021/2022 trends
With the
overarching theme
“Nothing New, Everything
New”, Heimtextil launches the
motto of the trend season 21/22
and provides an outlook on the
design topics for the international
trade fair for home and contract
textiles, taking place from 12 to
15 January 2021 in Frankfurt am
Main.
September 2020

53
Together with the Heimtextil Trend Council,
the management established a trend forecast
for the coming season and presented it
live via an online conference on 1 September 2020
from Frankfurt am Main. Trend Council members
Anja Bisgaard Gaede from SPOTT trends & business,
Anne Marie Commandeur from stiljinstituut
amsterdam and Kate Franklin and Caroline Till from
London studio FranklinTill shared their insights into
the future of the industry and created a vision for
the trend theme “Nothing New, Everything New”.
The subsequent design topics are already brought
to life in the trend book, which is available now. In
terms of trends, this season’s highlight is the comprehensive
presentation offering during Heimtextil
in Hall 3.0. For the first time in Heimtextil’s history,
SPOTT trends & business from Denmark directs all
trend activities.
“Nothing New, Everything New”
For many years, the lifestyle industry has asked
“what is new this season?” Newness and cultural
erosion are core drivers of lifestyle products, and
the foundation of this began in the 20th century
when shopping shifted from necessity-driven to
pleasure-driven, and consumer products were no
longer made to last a lifetime. Now is the time for
a new perception of new itself, as both consumers
and the industry are beginning to change existing
systems and ways of working in different ways.
Welcome to “Nothing New, Everything New”.

54
HTE
TRENDS
Crisis as a driver of innovation
The first two decades of this millennium brought several
challenges for industry and trade – above all, the current
coronavirus pandemic. But crises are also drivers of innovations.
In the textile industry, digitalisation and sustainability
are currently omnipresent innovation topics.
The coronavirus pandemic ensures that both topics are
becoming even more important in the home textile industry.
Heimtextil Trends 21/22 provide an overview of the
status quo of those developments. In addition, visitors of
the Trend Space can look forward to a presentation of the
new colours, materials and designs. Four areas showcase
the collective trends: “Repurpose”, “Rewild”, “Reinforce”
and “Revive”.
New materials on a sustainable basis
After its premiere in January 2020, the Future Material
Library returns to Heimtextil in 2021, with FranklinTill
presenting a new curated collection of exciting material
innovations from around the world. The Future Materials
Library celebrates experimental approaches, new materials
and revolutionary thinkers who are creating a blueprint
for a new model of production.
Sustainably designed Trend Space
Designed by Danish space design studio MODUS A/S together
with SPOTT trends & business, the 2021 Trend
Space embodies the overarching theme with its commitment
to the Heimtextil Material Manifesto in repurposing
materials during build. The task is to produce as little
waste as possible, to use recyclable materials and thus
keep the ecological footprint as low as possible.
Health and safety precautions
Overall, the Trend Space design adheres to vigilant health
and safety considerations. Attendees will have full ability
to maintain a safe distance from others, with the option of
attending trend tours and lectures that meets the official
COVID-19 regulations from authorities.
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Heimtextil Trends 2021/2022
Overview
Repurpose
Repurpose is not a passing trend. Rather,
it is a way of changing the product development
narrative within the textiles industry,
shifting from creating original textiles
to curating existing textiles to form new
visual expressions. Unlike the traditional
design process which starts with an idea,
Repurpose starts with considering what
can be made from existing fabrics. From
creation to curation, it gives existing textiles
a new purpose and cherishes what’s
already made.
Rewild
Rewilding is the act of returning nature
back to its original wild state, yet the trend
Rewild goes beyond returning to nature. It
is not about making nature authentic, but
rather understanding nature’s genuine wisdom.
In the urban and postmodern world,
generations have largely lost connection
to the surrounding ecology. This has significant
influence on how individuals use
and understand the ecosystem they live

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in. From authentic to genuine, Rewild
means rediscovering nature’s resources
and applying these in a modern
context, delivering on sustainable
or even regenerative solutions. The
visual and textile expressions of the
Rewild trend focus on directions like
nature’s lab, Indigenous, wild and basic
living.
Reinforce
Resilient expression and Brutalist architecture
are key elements in the
Reinforce trend. To reinforce is to
make something stronger. Longevity
is a key influence on colours, materials
and design. Reinforce has a simple
and bold Scandinavian mood with
a resilient, honest and minimalistic
look. From short-lived to longevity,
Reinforce is about visual and compositional
longevity within textiles and
materials. It draws inspiration from
how Scandinavian design merges design
durability with pared back functionality.
This approach, proven over
time, adds heavy and enduring materials
to create visual resilience.
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Revive
Reflecting youthful activism within our
present perspective, attitude and behaviour
toward our world of “stuff”,
Revive is an exploration of creativity.
With a focus on achieving greater
emotional satisfaction through the
process of creating rather than on the
result, no rules apply to the mending,
processing, learning and experimenting
in Revive. From result to process,
Revive is to feel, sense and reconnect
with human skills. It revives and honors
the intangible state of flow that
occurs while creating as opposed to
focusing on the final object. Once a
household practice, the act of repairing
is now seen as creative method.
The Revive trend subsequently focuses
on process, modern mending and
experimentation.

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PROFILE
Consumers decide to buy in
3 seconds by looking at product
packaging
There are many factors that affect consumers’ purchasing decision when buying a
product. One of the most important factors, in this sense, is packaging. Researches
show that packaging design affects the purchasing decisions of 68 percent of
consumers who shop in supermarkets and shopping malls. As Founder and
Creative Director of B12 Creative Branding, a leader brand making a difference
in the sector with its innovative structure and award-winning packaging designs,
Bürkan Çiftçigüzeli emphasized that it is possible to increase sales by up to 100
percent with packaging change by evaluating the effect of packaging design in
consumer purchasing processes.
As one of the most effective and economical marketing
tools, packaging plays an important role in affecting
consumers’ purchasing attitude and behavior towards
a product with its labels providing information about
the product, color and design. Being one of the important
factors for making a difference in the marketing sector,
packaging design is becoming more and more important
every day due to the fact that every moment of consumers’
time is very valuable and the increase in awareness.
As a result of the data obtained by survey from 100 participants
within the scope of the article “The place and importance
of packaging in the consumer purchase decision
process”* published in the international peer-reviewed scientific
Journal EMI; 68 percent of consumers who make their
daily and weekly purchases mostly from supermarkets and
shopping malls pay attention to the packaging color in their
shopping decisions, noting that the color of the packaging
affects their purchasing decisions. In the study, 48 percent
of participants believe that the color of the packaging is an
indicator of quality. In addition to the packaging color, participants
prefer to purchase the products which are easy to
carry, easy to use, and also folding products with locking lid
system. In this direction, 66 percent of participants say that
they may want to try a product only because the packaging
is appealing.
September 2020

“The perception of product quality is directly
proportional to packaging”
63
Stating that although advertising and communication activities
have a very important effect on the purchasing decision,
the consumers usually make their decision when they approach
to the shelf, B12 Creative Branding Agency Founder
and Creative Director Bürkan Çiftçigüzeli said: “We see in
researches that this decision making takes on average 3
seconds. Packaging becomes the most effective factor in
such a short time. Influenced by the packaging, people also
connect emotionally with brands. The customer may want
the product he/she purchased to stand as a decorative object
on the dinner table when his/her guest arrives. They
want to feel special when they open the packaging of the
product they purchased. In other words, the right packaging
is always the reason for preference. Similarly, in another
study, it is stated that one out of every three consumers
makes a purchase by looking at the product packaging.
When consumers approach to the shelf, they see dozens
of types of products, campaigns and brands. In order to
reduce this confusion and stand out, you, as a brand, need
to have a stance. Today, value-added products are on the
agenda in our country. Considering all the communication
channels to change the quality perception of products, the
point where you can reflect the highest value at the least
cost is the packaging design. It is not enough to produce
any product well anymore. What kind of brand promise and
design you present the product with is much more important
by the consumer.”
Bürkan Çiftçigüzeli
As Founder and Creative Director of B12 Creative Branding

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“It is possible to increase sales by 100 percent with
a change in packaging”
Bürkan Çiftçigüzeli notes that we are witnessing more and
more examples of brands that increase their sales from 30
to 100 percent only with packaging change. Explaining that
packages with interesting designs and ease of use are needed
to differentiate in the packaging design market and attract
attention on the shelf, Çiftçigüzeli made the following statements:
“Packaging that offers practical benefits such as ease
of carrying and storage is a reason for preference for the consumers.
Hygienic and protective packaging, especially in food
products, creates confidence in the consumer and has positive
reflection on sales. Packaging design is a design discipline that
we, as B12 Creative Branding, have worked on for many years
and received awards. It is also one of the most important working
areas by our agency. As a team, we always make a shelf trip
wherever we go, both at home and abroad. We examine different
packaging designs together. For example, we were both
happy and surprised to see our new design abroad, while we
had not yet seen it in Turkey. In addition, we also review the
work in the publications and blogs that we regularly follow in
this context. We enthusiastically welcome each design project
in our office, personally check the competitors on the market
shelves on-site and collect information about them. While performing
our competitor analysis and shelf analysis, we look at
how these will create ownership in the eyes of Turkish consumer
and try to measure some of the effects. We definitely offer
all the design elements that we believe are correct.”
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Famous fashion
designer Bahar
Korçan on the
future of home
textiles
Uludag Textile Exporters’ Association (UTIB) continues to hold seminars to impart
a new vision of life in business and inform its members about the developments in
the sector in collaboration with Association of Turkish Home Textile Industrialists
and Businessmen (TETSIAD).
Within the scope of the online programs, the “New
Balance Language Home Textile” seminar, attended
by the famous Fashion Designer Bahar Korçan
as a speaker, was held with the intense participation of
UTİB and TETSİAD members. In the seminar, Bahar Korçan
explained the adaptation process to the new order in the
world and what needs to be done after the pandemic process
and said that they achieved successful predictions with
the New Balance Language study. Bahar Korçan, explaining
that the changing lifestyles, business life, and predictable
developments with the pandemic process, said, “When we
follow the designers and trends in the world, it was usual to
predict the changes that will occur. We consumed the natural
resources in our world very quickly. It was obvious that
we would get stuck somewhere and experience a breaking
point. The most important thing we will do now will be to
adjust ourselves to this situation. This situation is valid for
both our business life and our daily life”.
Adapting to the New World is Necessary Now!
Stating that in the new process, spaces have been purified
from human life and people have started to socialize in virtual
environments and to run their business, Bahar Korçan
said, “The new time period gives us new dreams. We reconstruct
life. We are aware that many things we know no longer
fit into this new time frame. Home textile, ready-to-wear
and sub-sectors, which were born out of needs, started to
serve another world. Our situation has changed the moment
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BIOAWARENESS
Raw weaving and hand weaving
Linen
Cotton
Raw silk
User friendly and
ergonomic fabrics
Cupro
Recycled polyester
we started breaking away from nature. The necessity has
come to adapt to the new world that we have shaped. We
are now in a rapid transformation arising from responsibility.
We need to rewrite the terms. We have to organize this
chaos that we caused together. As the priority list of our
needs changes, every sector now has to adapt to the new
economic model. “Our priority should now be to restore the
balance between human and the nature.”
Collections with Stories Should Be Produced
Korçan emphasized that sustainability would bring producers
and individuals to the naive balance platform that they
need to win in nature by removing a lot of unnecessary
thoughts, passion and details that they do not need. She
continued to say:
TRANSFORMING LEGACY
Color ranges inspired by Art Deco
Nature-inspired sparkles - mother-of-pearl and pearl
Harmony generated by calm elegance
Sumptuous and bold shades
Sense and Colors
“While determining the 2020-2021 home textile trends, it
is inevitable that a sustainable, mindful perspective constitutes
the main roof in this sense. The home textile industry
also needs to adapt itself to the new life order. I would like
to see more unique, more filtered collections in collection
items and the market will move towards that. Apart from
millions of meters products that were sold, having filtered
collections developed by better selected designers, more
signed collections will lead us to branding. Now we come
to the turns that will force the sector representatives more.
The way to get out of these turns is to produce collections
that have a story and where it is clear. While talking about
the decrease in natural resources in the world, the collections
produced need to be reviewed. We have now passed
the breaking point. At this stage, the course will be determined
by the brands put forward by the sector representatives
themselves.”
BIOAWARENESS
Concept

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Blinds 2go
launches delightful
new made to
measure Blinds
and Curtains
collection with
iconic British
Designer Cath
Kidston
Blinds and Curtains which combine modern designs
with vintage patterns are coming your way! Cath
Kidston, the brand best known for fusing vintage
prints and colorful designs with modern accessories and
products, has teamed up with Blinds 2go to launch an exclusive
collection of window Blinds and Curtains.
The home of modern vintage, Cath founded her first store
in 1993, initially selling car boot finds and vintage fabrics,
before beginning to design and produce her own prints
and products. Traditional designs with a modern twist,
the very first products were a flowery ironing board cover
and Antique Rose, the longest-running print in a wallpaper.
From there, the print collection grew with Spots,
Strawberries, and Roses adding to the cheerful mix of prints
and becoming part of Cath Kidston’s signature style that we
all know and love today.
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From timeless florals, pretty polka dots and beautiful birds
and butterflies, to jumping bunnies and even dinosaurs, you
can find Cath Kidston’s much-loved designs in Blinds 2go’s
new collection of made to measure Blinds and Curtains.
The charming, delicate prints are the perfect choice for any
room. So whether you’re revamping your bedroom or sprucing
up your kitchen, the chances are you will fall in love with
these utterly timeless designs.
Blind 2go’s ever expanding House of Brands includes an
incredible collection of luxury home interior brands and the
quintessential designs, of Cath Kidston are a beautiful addition
to the range. In addition to a vast array of exclusive patterns,
Blinds 2go also boasts an enormous offering of practical
window dressing solutions with everything from stylish
Wooden Blinds to refined Curtains and elegant Plantation
Shutters. With easy to follow measuring and fitting guides
and a fast, free sample service, Blinds 2go makes made to
measure style accessible to all.

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Wallace Cotton
launches a
fresh new
collection
Freshen up your home with beautiful new bed linen
and nightwear from Wallace Cotton. Choose the muted
greens and crisp white of the Eucalyptus duvet for
a seasonal update. Or dream of palm trees and an escape
to the tropics with the beautiful Grove bed linen. Choose
pretty floral nightwear just perfect for sleep ins and weekend
relaxing.
The Grove Duvet
Embrace tropical elegance with The Grove organic cotton
bed linen from Wallace Cotton. This detailed lithographic
print featuring palm trees will look equally stunning in an
Antipodean outpost or a contemporary urban setting. A fine
indigo double stripe on the reverse looks lovely when folded
back or flip the duvet for a different look.
Eucalyptus Duvet
Spruce up your bed with the gorgeous greens of new
Eucalyptus bed linen. A lovely leafy print which falls delicately
down the bed in a soft colour palette of greens, blues
and greys on crisp white organic cotton. For a fresh look,
co-ordinate the Eucalyptus duvet with silvery grey accented
Monarch sheets and pillowcases from Wallace Cotton.
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Chateau Velvet Bedspreads
Beautiful soft shades in lustrous velvet
will lighten up an autumn bedroom. The
dense pile of cotton velvet gives the
Chateau velvet bedspreads their sumptuous,
rich look and feel. A velvet layer
adds beauty and warmth to an autumn
bed in soft shades of Rose, Damson
pink, Mustard and deeper colours of
Navy and Jungle Green. To minimize
wastage, Wallace Cotton use any fabric
offcuts from the production of their velvet
bedspreads to make wash bags and
eye masks.
Blue Hydrangea Nightwear
Pretty new nightwear from Wallace
Cotton in a blue hydrangea print in soft
blues, greens and fresh white. Made from
plant-based super soft modal, the range
includes a robe, a nightie, a short sleeved
nightshirt, PJs and sleep shorts. And a
matching eye mask for sneaky sleep ins.