Communication from the Commission to the Council on a programme of measures to promote the use of flax fibre for the period September 1998 to August 2000
Date: 1998-03-09
Institutions: European Commission
Subjects: EU trade mark, common organisation of markets, flax, product quality, public awareness campaign

COMMISSION OF THE EUROPEAN COMMUNITIES 

Brussels, 09.03.1998 
COM(1998) 133  final 

COMMUNICATION FROM THE COMMISSION TO THE  COUNCIL 

on a programme of measures to promote the use of flax fibre for the period  September 

1998 to August 2000 

COMMISSION COMMUNICATION TO THE COUNCIL 

on a programme of measures to promote the use of flax fibre for the period September 

1998 to August 2000 

PURPOSE OF THE  COMMUNICATION 

1. 

2. 

Article  2 of Council  Regulation  (EEC) No  1308/70 on the common  organisation 
of  the  market  in  flax  and  hemp,1  as  last  amended  by  Regulation  (EC)  No 
3290/94,2  lays  down  that  two  types  of  Community  measure  may  be  taken  to 
promote the use of quality European linen: information  campaigns and the  search 
for  new  outlets  and  improved  products.  Such measures  are to be  adopted  by  the 
Commission, which will inform  the Council of the programme which it intends to 
implement. 

This  communication  relates 
the 
Commission  plans  to  implement  during  the  period  from  September  1998  to 
August 2000. 

the  programme  of  measures  which 

to 

REASONS FOR THE PLANNED MEASURES 

The  independent  assessment  of  the  previous  programme  (1995-97)  showed  that 
promotion  of the mark  identifying  a quality  innovative  product  is an  essential  means  of 
retaining  the  place  of  quality  European  linen  in  the  textile  sector  and  improving  its 
market position. This evaluation stressed the following points: 

-  an  effective  promotion  campaign  should  centre  on  consolidating  the  'Masters  of 

Linen'  collective mark; 

-  consolidating  the collective mark  as the yardstick  for  quality  European  linen  requires 
it  to  be  defined:  in  this  instance  it  is  the  innovative  aspects  (touch,  look,  weight, 
natural fibre, ease of care and, for part of the market,  crease-resistance)  which  should 
be  stressed.  Some of these  features  have  already been  defined  while  others  are being 
investigated; 

- 

there is a considerable lack of information  about the mark in the distribution  sector. 

These considerations constitute the guidelines for the forthcoming  campaign. As a result, 
attention will focus principally on promoting the image of quality European linen and the 
'Masters  of linen'  collective  mark  (public relations  and  events). These priorities  will  be 
supported by the use made of the results of research into innovative  features. 
1  OJL  146, 4.7.1970. 

2  OJL 349, 31.12.1994. 

As a result  of the market  analysis  and the evaluation  referred  to above, the  Commission 
considers  it  necessary  to  ensure  continuity  in  the  information  campaigns  on  European 
quality linen: 

I. 

II. 

III. 

IV. 

The strategy  of enhancing its image on the basis of recognition of and  familiarity 
with  the  'Masters  of  Linen'  mark  identifying  quality  European  linen  must 
continue if it is to be fully  effective. 

The  presence  of  quality  European  linen  identified  by  its  collective  mark  at  the 
most  significant  textile trade  fairs  is a determining  factor  in the  strategy  referred 
to above. 

The  information  gap  in  the  distribution  sector  needs  to  be  filled  by  appropriate 
public relations exercises. 

It  would  seem  sensible  to  respond  to  a  less  favourable  situation  for  flax, 
particularly  as a result  of greater  competition from China and central  Europe, by 
pursuing  efforts  to  consolidate  the  presence  of  quality  European  linen  in  the 
textile  trade  through  continuation  of  the  existing  promotional  programmes.  In 
general  terms,  however,  this  situation  contains  opportunities  for  promoting  a 
return to natural fibres. 

V. 

Competition  from  poor-quality products at very low prices constitutes a challenge 
to  quality  European  linen  which  can  be  met  only  through  greater  efforts  in  the 
field of  information. 

FINANCING 

The campaign  for  1998-2000 is expected to cost  ECU  7 million, divided  into two  equal 
instalments of ECU 3.5 million each for  1998 and 1999. 

MEASURES  PROPOSED 

In  view  of  the  reasons  set  out  above  and  the  evaluation  referred  to, the  Commission  is 
planning  to  implement  the  following  measures relating  to  information,  dissemination  of 
the  results  of  research  work  and  evaluation.  These  measures  will  be  carried  out  both 
within  the  European  Union  and  in  the  United  States  of  America,  where  earlier 
programmes  should  be  continued.  Sales  are  highly  dependent  on  the  North  American 
market  which,  it  is  estimated,  accounts  for  50%  of  the  final  consumption  of  quality 
European linen. Between  1990 and  1996 that Community exports to that market grew by 
23% for cloth and 25% for household linen. 

Information  campaigns 

Public relations 

1. 
For the reasons indicated above, enhancing the image of quality European linen in 
the  creative  sector  (weavers  and  designers)  is  one  of  the  priority  objectives  of  this 
programme.  The  attention  of  the  target  group  should  be  drawn  to  linen  through  public 

1 

relations  campaigns  aimed  at weavers  and  designers  centred  on  communications  events 
such as fashion  shows and competitions for designers. 

Budget: 

ECU 2 500 000 (EU ECU 2 000 000; USA ECU 500 000) 

The  continuing  promotion  of  the  'Masters  of  Linen'  collective  mark  among 
2. 
distributors  is also  a priority.  It will be pursued  through  measures  aimed  at weavers  and 
garment manufacturers  as well  as distributors. These measures will result in  information 
to consumers. 

Budget: 

Events 

ECU 900 000 (EU ECU 700 000; USA ECU 200 000) 

Enhancing  the  image  of  European 

1. 
participation in seminars and events concerned with fashion or the decorative arts. 

linen  should  involve  conferences  and 

Budget: 

ECU 700 000 (EU ECU 400 000; USA ECU 300 000) 

2. 
In  addition,  adequate  resources,  some of which have been  used  hitherto,  such  as 
fashion  notes,  participation  in  seminars,  stands  at  the  major  textiles  fairs  (to  be  held 
during  the period  of this promotional  programme)  and the materials  library, will  still  be 
required to support supply. 

Budget: 

Advertising 

ECU  1 100 000 (EU ECU 900 000; USA ECU 200 000) 

The Commission takes the view that it should continue to support promotional  measures 
by  means  of  appropriate  advertising  in  the  principal  trade  journals,  together  with 
attendance  at  the textile  trade  fairs  and  the  various  public  relations  campaigns  aimed  at 
distributors. Publicity aimed at the trade will use the leading professional  media covering 
textiles and clothing in Europe and the United States. 

Budget: 

Education 

ECU 500 000 (EU ECU 350 000; USA ECU  150 000) 

The  Commission  intends  to  continue  the  measures  it  has  been  pursuing  hitherto  in  this 
field.  They  will  be  based  on  updated  versions  of  a  technical  brochure  and  a  technical 
video, a video for the distributive trade and a CD-ROM and will take the form  of lectures 
to teachers and students in technical schools, technicians and distributors. 

Budget: 

ECU 400 000 (EU ECU 300 000; USA ECU  100 000) 

Exploitation of the results of research 

These measures are intended to exploit improvements in product  quality through  applied 
research  groups  including  technical  centres,  weavers  and  finishers.  They  will  result  in 
information  for the trade. 

Budget: 

Evaluation 

ECU 600 000 (EU ECU 500 000; USA ECU  100 000) 

The  Commission  will  engage  an  independent  consultant  to  carry  out  an  independent 
evaluation of each of the schemes. 

Budget: 

ECU 300 000 

MISCELLANEOUS 

1. 

2. 

The  Commission  will  ensure  that  the  Community  financial  contribution  is 
mentioned in all promotional material produced and circulated and at any event or 
in any communications in connection with the promotional programme. 

The  Commission  reserves  the  right  to  review  this  programme  and  make 
adjustments  to it in the light of the overall evaluation to be carried out in  1998 of 
all promotional  programmes which  it manages. Changes or adjustments  may  also 
be  required  as  a  result  of  budgetary  restrictions  or  information  received 
concerning the results of the interim programme now under way. In the event  of 
significant  changes, the Council will be informed  immediately. 

SUMMARY TABLE OF PROPOSED MEASURES 

(in ecus) 

Information  campaigns 

1. 

2. 

3. 

4. 

5. 

6. 

Image development 

Promotion of quality mark 

Events 

Support for supply 

Advertising 

Education 

Exploiting the results of research 

Evaluation 

TOTAL 

Buigejt 

% 

2 500 000 

900 000 

700 000 

1100 000 

500 000 

400 000 

600 000 

300 000 

36 

13 

10 

15 

7 

6 

9 

4 

7 000 000 

10( 

ISSN 0254-1475 

COM(98) 133 final 

DOCUMENTS 

EN 

03  02  10 

Catalogue number  :  CB-CO-98-134-EN-C 

ISBN  92-78-31776-4 

Office  for Official  Publications of the European Communities 

L-2985 Luxembourg