How much do you know about Naia™ Renew

At present, green and sustainable has become the background color of high-quality development of home textile industry, from raw materials, yarn, fabric, brand to consumer end, the concept of sustainable development is gradually transmitted to every link of the industrial chain. More and more new fiber materials and technologies have been applied to the field of home textile, and more functional, comfortable and environmentally friendly products directly promote the improvement of home textile quality and brand.

With the adoption of global fashion brands, the Naia™ brand portfolio has gained strong appeal as a sustainable fiber. Naia™ fiber products has also expanded globally, working with dozens of fashion brands and numerous supply chain partners around the world. In 2021, Eastman Naia™ will launch a new application of its fiber products in the home textile industry and conduct a global home textile consumer research to help home textile brands stand out from the fierce competition by understanding market dynamics and consumer needs.

Research shows that the use of sustainable fibers can help home textile enterprises to expand sales and market share

In 2021, Eastman surveyed 3,000 men (30 percent) and women (70 percent) from China, the United States and Europe, who were between the ages of 20 and 60 and were responsible for purchasing bedding for their families. About half of respondents said quality (62 per cent), comfort (61 per cent), softness (54 per cent), ease of care (50 per cent) and clean smell (49 per cent) were important factors in their decision to buy a bed. However, consumers around the world do not believe that the beds currently in retail stores can meet these needs. There is a significant gap between these major drivers and consumer satisfaction. About 42 percent of respondents said it was difficult to find bedding that fully meets their needs; About 80 percent of respondents said they would be willing to try products with new fibers (80 percent) and new features (82 percent).

Based on the current contradiction between supply and demand in the home textile market, it is suggested that brands can take the opportunity to help narrow the satisfaction gap, especially the gap in comfort, quality and softness, so as to expand sales and market share, and gain good brand benefits and customer loyalty. To this end, Eastman is also actively engaged in developing new sustainable fiber solutions to help home textile brands meet the needs of consumers and improve their sleep experience.

Naia™ Renew Is Eastman's innovative and sustainable fiber product that can improve sleep quality, helping home textile enterprises to break the market status quo and become the sustainable leader in the global bedding market while meeting consumer needs.