Environmental concerns are forcing the textile industry to reconsider raw material sourcing and textile production strategies. Lyocell and modal are special regenerated cellulose fibers that represent one alternative for a more sustainable way of doing business in the home textiles segment. Their contribution to enhanced sleeping quality and the sensorial properties of textiles has already been studied, but not for use in pillows. The study of the suitability of lyocell for pillow fillings was initiated by this doctoral thesis. The first global study on marketing opportunities for lyocell and modal in the home textiles segment on the BRIIC markets (Brazil, Russia, India, Indonesia and China) has been carried out. Constructions and fiber content of selected, commercially available home textiles samples containing lyocell or modal were analyzed. Primary data for the first global fiber type study in the area of home textiles were collected. The strengths, weaknesses, opportunities and threats associated with the currently largest producer of special regenerated cellulose fibers were explored using the SWOT business analysis technique. The first industry analysis of special regenerated cellulose fibers in the home textiles segment on the BRIIC markets was carried out using Porter’s Five Forces concept. The most important country data and fiber dimensions for a lyocell and modal producer with BRIIC market penetration goals were identified by relying on the strategy chip and marketing mix tool, resulting in the first hybrid strategy for special regenerated cellulose fibers in the segment home textiles. A new method for the evaluation of actual consumer needs in the bed textiles segment on the BRIIC markets was developed. Value propositions for special regenerated cellulose fibers to attract consumers and potential business partners, together with the value chain, were defined using existing marketing concepts and tools. Potential business partners in the retail segment were selected by means of secondary data, while the development of a new method was required for the selection of potential business partners in the manufacturer segment. It was concluded that China offers the largest, fast growing and therefore the most attractive market for fiber and home textiles consumption, but not without very careful consideration of the enormous risks that arise when the seller produces fibers outside of that country. All BRIIC countries are among the world’s leading industrialized and emerging economies, and offer different opportunities for special regenerated cellulose fibers in the home textiles segment.
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