Talking strategy: Michela Delle Donne of Eurojersey discusses fashion, function and the importance of collaboration

Fashion and function are no longer mutually exclusive, and today's consumers are increasingly demanding stylish garments which are comfortable to wear and incorporate multiple performance properties. Such demands are presenting new challenges to fabric manufacturers, who must ensure that their product offerings are sufficiently functional while also being on-trend in terms of colour and pattern. Also, compatibility with manufacturing techniques must be considered, as garments with a modern and sportswear-inspired aesthetic increasingly incorporate ultrasonic bonded or heat taped seams, as well as laser-cut details. To further complicate matters, consumers demand that such fabrics must be of high quality and produced in an environmentally sustainable way. However, these challenges also present new opportunities. In this edition of "Talking strategy", Michela Delle Donne, the head of marketing for Eurojersey, a company renowned for its proprietary Sensitive Fabrics brand of warp knitted fabrics, explains the significance of the company's latest partnerships and their implications for Eurojersey's marketing strategy. Also, she explains how athleisure apparel, customer demands, fashion trends and developments in manufacturing technologies have influenced product innovations at Eurojersey.

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