The rich textile heritage of the Alps is brimming with specific aesthetics and know-how based on the values of circularity and sensitivity to local resources. So, as the green transition gathers pace, the Alpine heritage could help to reterritorialise local value chains disrupted by global sourcing and offshore production while boosting local natural resources and projecting an attractive image.
In summer 2024, AlpTextyles published a series of documents summarising the geographical, historical, marketing and aesthetic research carried out since the project was launched.
Marketing and communication
Consumer insights: While people do not tend to immediately associate the Alps and textile products, the “place brand” is strongly positive. Critical views of today’s globalised textile chains offer encouraging prospects.
Communicating « Made in the Alps »: Brands strategically use geographic locations to infuse their products with symbolic meanings. This paper examines how brands connect themselves to the Alps in their marketing communications.
Communcating « Made in the Alps »
Geography: Alpine textiles mappings
Alpine textile mapping. economy, institutions, and labels: The Alpine textile sector is comparably strong; Nevertheless, textiles are confronted with issues of institutional regulations, labels and certifications, at various levels. Alpine wool encounters financing issues connected to not being classified as an agricultural product, and is negatively impacted by environmental classifications. Meeting these challenges could unlock the potential of a strongly promotable sector.
Mapping alpine wool. production network, value creation, and footprint: Due to global concentration processes and the increasing importance of synthetic fibers, the wool sector is weakened. Up-to-date marketing strategies, improved networking, technical innovations such as sustainable production processes, can strengthen the sector.
History, heritage, and aesthetics
Alpine textile heritage. An overview: AlpTextyles has researched the production and use of textiles in traditions and current practices in the Alpine region. The research also how resource sensitivity rooted in local customs can inspire current circular practice, highlighting key milestones and traditional aspects of textile production to promote sustainability across the industry.
The Alpine textile heritage Film
AlpTextyles, beauty unveiled: AlpTextyles delves into the open questions on the relations between the Alps and contemporary creativity. ow do contemporary designers turn the mountains’ aesthetic elements into original interpretations for new products?
The living textile heritage of the Alps
In March 2024, the AlpTextyles partners organised a conference to present the above research. The event was an immersive experience with networking opportunities and creative thinking, featuring keynotes, roundtables, and an exhibition
Keynotes from « The living textile heritage of the Alps »
AlpTextyles is a project co-funded by the European Commission, within the frame of the Interreg Alpine Space programme.
Contact: Robin ODDON – roddon@techtera.org