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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


� 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




� 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


§  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


� DEPENDENCIES?

| OPPORTUNITIES

� AN ADAPTABLE FIBRE: EXPANDING FLAX

�  MULTIPLE TARGETS

�  SOCIETY | CONSUMER EXPECTATIONS

� EASED GLOBALIZATION | REGIONALIZATION

� PROMOTION

| THREATS

� COMPETITION

� MEDIA




� TECHNICAL APPLICATIONS: QUID ?

� GLOBALIZATION

www.europeanflax.com

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