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M.E. BELZUNG General Secretary
CELC
LINEN SWOT
CELC POSITIONS MISSIONS
STATUTES CELC ASSOCIATION
ARTICLE 2.1 OBJECTIVE The associa>on aims to: • Ensure at European level, not only in member countries of the European Union but also in other
European countries, a permanent link between the various branches of flax and hemp professional ac>vi>es and the different individual operators;
• Represent the various branches of flax and hemp professional ac>vi>es with community or non-‐community public authori>es, except with regard to promo>on ac>vi>es of said branches of ac>vity assumed exclusively by the company "CELC Masters of Linen", the promo>onal affiliate;
• Provide members with the informa>on necessary to facilitate decision-‐making. STATUTS SAS CELC MASTERS OF LINEN = PROMOTION AFFILIATE
ARTICLE 3 OBJECTIVE The company's aims cover: • All elements encompassed by the "public rela>ons" program;
• All studies or surveys, all advisory and consulta>on services, all prin>ng, publishing and distribu>on of documents, all promo>on and publicity, all corporate, financial, economic or fiscal ac>vity pertaining to businesses in the tex>le industry or related or complementary industries.
• And, generally, all transferable and non-‐transferable, commercial and financial opera>ons rela>ng directly
or indirectly to the corporate objec>ve, namely the buying and selling of flax-‐based products.
ABOUT CELC
The European Confedera>on of Flax and Hemp (CELC) is the only European agro-‐industrial organiza>on
federa>ng all the stages of produc>on and transforma>on for linen & hemp. It is the privileged
spokesperson for 10,000 European companies and oversees the fiber’s development from plant to
finished product. Founded in 1951, the CELC is a source of pioneering thought, economic analysis,
industry consulta>on and strategic direc>on
With its "CELC MASTERS OF LINEN" promo>onal plaborm, the confedera>on creates an ideal
compe>>ve environment for industry companies. Its ac>ons, inscribed in an interna>onal context,
s>mulate innova>on and rely on the value of these natural fibers with their proven environmental
quali>es.
Through its Tex>le Pole it assures the promo>on of the European industry in the areas of fashion and
art of living. With the crea>on of its Technical Pole and the European Scien>fic Commidee, the CELC is
helping its members move towards the future to discover new technical opportuni>es such as eco-‐
construc>on and high-‐performing composite products.
WHAT IS “SWOT” ? The SWOT model or the informaIon presented for decision-‐making.
The term SWOT employed in the expression SWOT analysis or SWOT model
is an acronym derived from Strengths, Weaknesses, Opportuni.es, Threats.
| STRENGTHS
� A EUROPEAN EXCEPTION
� A COMMITTED AGRICULTURE
� A SHARED STRATEGY AND COMMON TOOLS
� AN ATTRACTIVE INDUSTRY VIS-‐À-‐VIS
EXTERNAL TARGETS
| WEAKNESSES
� A MARGINAL FIBRE
� STRUCTURAL REQUIREMENTS
� DEPENDENCIES?
| OPPORTUNITIES
� AN ADAPTABLE FIBRE: EXPANDING FLAX
� MULTIPLE TARGETS
� SOCIETY | CONSUMER EXPECTATIONS
� EASED GLOBALIZATION | REGIONALIZATION
� PROMOTION
| THREATS
� COMPETITION
� MEDIA
� CLUB MASTERS OF LINEN®
� DIVERGING INTERESTS
� EUROPEAN FLAX®
� TECHNICAL APPLICATIONS: QUID ?
� GLOBALIZATION
| STRENGHTS � A EUROPEAN EXCEPTION
� COMMITTED AGRICULTURE
� SHARED STRATEGY AND COMMON TOOLS
� AN ATTRACTIVE INDUSTRY VIS-‐À-‐VIS EXTERNAL TARGETS
� A EUROPEAN EXCEPTION
§ A crea>ve and innova>ve fibre
§ An iden>fied and singular fibre
§ A fibre capable of being showcased in each cram/industry
§ Locomo>ve businesses at every step along the chain
§ An industry organized along a full chain of values
� A COMMITTED AGRICULTURE
§ The symbol of green modernity and of agriculture boas>ng innova>on-‐rich momentum
§ Upstream agriculture, financial incen>ve
§ The European Flax® Charter: engaging an industry around a core of common values
� A SHARED STRATEGY AND COMMON TOOLS
§ 2 goals: innova>on and sustainable development -‐ a process of Open Innova>on
§ Growth through Innova>on & Geographic Development
§ Visibility and reassurance for professionals and consumers alike
§ Club Masters of Linen®
§ European Flax®
§ Observatoire des Fibres Libériennes (Bast Fibre Authority)
§ BE LINEN programme = accelerator and professionalisa>on
� AN ATTRACTIVE INDUSTRY VIS-‐A-‐VIS EXTERNAL TARGETS
§ A self-‐financed industry
§ Ability to raise public funding
§ An industry capable of external federa>on
§ A mobilized and mobilizable network (by topic and by country)
§ CELC = Facilitator from the collec>ve to the individual
§ A commercial tex>le reality
| WEAKNESSES
� MARGINAL FIBRE
� STRUCTURAL REQUIREMENTS
� DEPENDENCIES
� A MARGINAL FIBRE
§ Discrepancy is size and importance of the associa>ons
§ Declining inter-‐industry communica>on (associa>ons stalling)
§ A mul>faceted fibre: necessity of communica>ng more by sector, trade, applica>on
§ A weakened European downstream (businesses of cri>cal size)
§ Seasonality
§ -‐1% of tex>les in the world = small fry
§ Limited resources, human & financial è a limited promo>on budget
� STRUCTURAL REQUIREMENTS
• Changes in the price of materials
• A commercial reality s>ll low in volumes in the technical field
• A 90% tex>le industry
• à 0 reflec>on over long-‐term industry progress
• A lack of reliable economic indicators
� DEPENDENCIES
§ CELC: an organisa>on with a fragile ecosystem
§ No European lobbying that will link "supply control + aid + promo>on"
§ Dependency vis-‐à-‐vis China / transforma>on zones -‐ China all-‐powerful
§ No collec>ve strategy vis-‐à-‐vis new zones of consump>on (China, India, etc.)
§ Difficulty in understanding the role played by CELC
§ Difficult measuring the quan>ta>ve effects of promo>on
| OPPORTUNITES
� A ADAPTABLE FIBRE: EXPENDING FLAX
� MULTIPLE TARGETS
� SOCIETY| CONSUMER EXPECTATIONS
� EASED GLOBALIZATION| REGIONALIzATION
� PROMOTION
� AN ADAPTABLE FIBRE: EXPENDING OUR MARKETS
§ A fibre that has begun to overcome its previous banalisa>on
§ A fibre with youth appeal
§ An enlarged scope for crea>vity and savoir-‐faire, an adaptable linen | freeing itself of seasonali>es
§ Innova>on, mul>-‐uses
§ Increasing the poten>al of linen
� MULTIPLE TARGETS
§ Tex>les with technical proper>es
§ CELC adracts media aden>on over the long term: TV, radio, print, Web 2.0
§ Media interest in innova>ve solu>ons
§ General public target, seeking informa>on (traceability industries)
§ An industrial interest in natural fibres
§ Capacity to seduce Ambassadors
� SOCIETY| CONSUMER EXPECTATIONS
§ A niche fibre, 100% Made in Europe, jobs (skilled)
§ Local supply
§ An industry embodied by men and women, which can be individually mobilized
§ Industry size and geographic concentra>on: and organized industry capable of mobiliza>on
§ Regulatory pressure: for eco-‐design and bio-‐sourced products
§ Sustainable development and societal expecta>ons: brands and consumers
� EASED GLOBALIZATION| REGIONALIZATION
§ Toward geographic growth and new non-‐European internal markets: Asia, Eastern bloc
§ CELC becoming a reference for global devient un référent au cœur du disposi>f mondial
§ Europe remains the leader
§ in shaping global tex>le trends and uses
§ in producing the industry shapers of tomorrow
� PROMOTION
� Dedicated structure : Human and financial resources
§ Club Masters of Linen®
§ European Flax®
§ Possibility of applying on a BE LINEN 2
§ Individual companies + CELC A stronger whole
| THREATS � COMPETITION
� MEDIAS
� CLUB MASTERS OF LINEN®
� DIVERGING INTERESTS
� EUROPEAN FLAX®
� TECHNICAL APPLICATION: QUID?
� GLOBALIZATION
� COMPETITION
§ Without a united European tex>le industry, there cannot be a strong global industry
§ Compe>>on with other agricultural products
§ Compe>>on with other, cheaper natural fibres
§ Compe>>on with other fibre promo>onal programmes à Campaign for Wool
§ Other fibres are surfing on other fibre promo>on benefits
� MEDIA
§ Media outlets taking shortcuts
§ The no>on of vewng the final proof doesn’t exist
§ Internal criteria for iden>fica>on and localiza>on of of our exper>se is of interest only to us
§ Risk of press satura>on
§ Exaggera>on Effect: An adrac>ve industry that can seem more powerful than it is in reality
� CLUB MASTERS OF LINEN®
§ What are the B2B and B2C strategies?
§ Reaching a cri>cal size
� DIVERGING INTERESTS
§ According to transforma>on stage
§ According to country
§ Organic linen: risk of confusion and mixed messages
� EUROPEAN FLAX®
§ What resources are necessary for a global brand?
§ What ambi>ons?
§ Which non-‐European partners?
� TECHNICAL OPPORTUNITIES: QUID ?
§ Different approaches: individual/collec>ve
§ A vision/thinking for medium & long term
§ Quantita>ve: assured supply and price
§ Qualita>ve: consistency in proper>es
� GLOBALIZATION
§ Parity € / US$
§ Powerful and opportunis>c China
§ Low-‐cost globaliza>on
| STRENGTHS
� A EUROPEAN EXCEPTION
� A COMMITTED AGRICULTURE
� A SHARED STRATEGY AND COMMON TOOLS
� AN ATTRACTIVE INDUSTRY VIS-‐À-‐VIS
EXTERNAL TARGETS
| WEAKNESSES
� A MARGINAL FIBRE
� STRUCTURAL REQUIREMENTS
� DEPENDENCIES?
| OPPORTUNITIES
� AN ADAPTABLE FIBRE: EXPANDING FLAX
� MULTIPLE TARGETS
� SOCIETY | CONSUMER EXPECTATIONS
� EASED GLOBALIZATION | REGIONALIZATION
� PROMOTION
| THREATS
� COMPETITION
� MEDIA
� CLUB MASTERS OF LINEN®
� DIVERGING INTERESTS
� EUROPEAN FLAX®
� TECHNICAL APPLICATIONS: QUID ?
� GLOBALIZATION
www.europeanflax.com
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