Page 40 - January-February-2018

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Corporate Highlights
Lenzing enters new phase with
launch of TENCEL™ as Lenzing’s
flagship brand for textile
“With a longer-term strategy to
enhance connection with
customers and consumers, 2018
will be a game changer year for
Lenzing,”
Robert van de Kerkhof
Chief Commercial Officer
Lenzing Group
The Lenzing Group (Lenzing) today redefined an extensive market research, the brand architecture
TENCEL™, as its textile premium brand at Première is an important step for Lenzing to transform from a
Vision Paris. The redefining of the TENCEL™ brand is business-to-business (B2B) fiber producer to a
a key milestone of Lenzing’s new brand strategy to business-to-business-to-consumer (B2B2C) brand.
enhance product brand offerings, foster connection The brand architecture not only addresses the
with customers and consumers, and drive consumer growing trend amongst retail brands and consumers
demand. TENCEL™ is well positioned to be a major to seek out for products that make them look good
growth engine in the textile sector, with a brand and feel good, but also do good via sustainable and
portfolio that caters for distinctive usage – TENCEL™ transparent production processes, like the processes
Active, TENCEL™ Denim, TENCEL™ Home, TENCEL used for producing TENCEL™ Modal and TENCEL™
™ Intimate, and TENCEL™ Luxe, all enabled by two Lyocell fibers. According to research findings, while
versatile and highly compatible fibers, TENCEL™ LENZING™ Modal is known as a fiber with good
Modal and TENCEL™ Lyocell. quality and long-lasting exquisite softness, TENCEL™
is a well-recognized and appreciated brand name
Designed and based on the findings and insights of among stakeholders, customers and consumers in
January/February 2018
chain and consumers through our expertise around Luxe, have been created under the TENCEL™
sustainability, especially in TENCEL™ Modal and portfolio. New swing tags and marketing materials
TENCEL™ Lyocell fibers. In the long run, we plan to will be launched on a retail level to provide clarity on
build TENCEL™ not only into a trusted B2B brand, product benefit claims containing TENCEL™ branded
but also a preferred consumer brand, which provides fibers. The swing tags, along with more detailed
B2B customers with ease to maximize marketing guidelines on B2B and B2C usage, are now available
effectiveness and enables consumers to identify on Lenzing’s new e-branding service platform, which
‘feel-good’ products made with sustainable caters to B2B customers and retail partners, offering
materials.” faster, more sustainable and more user-friendly
solutions for certification and licensing.
Moving beyond fiber to distinctive everyday usage or Consumer-focused TENCEL™ brand portfolio moves
application in consumer-focused–branded offer,
beyond fiber to everyday use or application -
including TENCEL™ Active, TENCEL™ Denim,
TENCEL™ Home, TENCEL™ Intimate and TENCEL™ TENCEL™ Active, TENCEL™ Denim, TENCEL™ Home,
TENCEL™ Intimate and TENCEL™ Luxe
key target regions of Lenzing. Hence, TENCEL™ is TENCEL™ branded product portfolio. Derived from
adopted as Lenzing’s textile specialty brand for
certified and controlled wood sources, both TENCEL
apparel and home applications, and is aimed to help ™ Modal and TENCEL™ Lyocell standard fibers are
create a unique and differentiating brand in the produced via responsible production processes and
Modal and Lyocell fiber markets. The redefined
are compostable and biodegradable under industrial,
TENCEL™ product brand, along with the tagline home, soil and marine conditions. Enabled by
“Feels so right”, will enable Lenzing to embark on
industry innovations, including REFIBRA™
communication around messages that move beyond technology, Eco Soft technology, Eco filament
fiber types and characteristics towards everyday use technology and Micro technology, textiles produced
under the TENCEL™ brand offer premium standards
and benefits that brands and consumers value.
of sustainability and natural comfort to meet evolving
“With a longer-term strategy to enhance connection consumer demand.
with customers and consumers, 2018 will be a game
changer year for Lenzing,” said Robert van de “We are charting a bold new course to simplify our
Kerkhof, Chief Commercial Officer of Lenzing Group. product portfolio and elevate our brand to bring more
“Since rolling out our sCore TEN business strategy in value to consumers and industry partners,” said
2015, Lenzing has been migrating into a specialty Harold Weghorst, director of Global Brand
fiber business with a strong focus on innovation, Management. “As Lenzing’s flagship brand in the
quality and sustainability. The redefined TENCELTM textile sector, TENCEL™ will grow beyond fiber types “By applying the new brand strategy, we will take a out to consumers directly. With more brand exposure
brand underlines our core principles of trust, and functional characteristics, it will become a true more personalized and targeted approach to reflect and ongoing consumer education from this year
transparency, reliability and amicability, and by consumer-focused brand with a promise of the TENCEL™ brand essence of ‘softness’ and onwards, consumers will see more of us through the
leading technology innovation in the textile sector, we something more functional and emotional. By ‘feeling good with a natural touch’ with B2B TENCEL™ brand in apparel and home textiles and/or
will continue to enable our industry partners and elevating TENCEL™ to a promise to the consumer customers, retail partners and consumers,” added in our partners’ retail outlets in different regions.”
consumers to feel good, look good and do good.” rather than a product message to the value chain, we Amit Gautam, vice president of Global Business
can start to excite consumers, retailers and brands Management in Textile. “We will work closely with the
New TENCEL™ brand architecture enables textile about the holistic benefits of botanic fibers. Guided industry value chain and retail brands to educate The redefining of TENCEL™ as Lenzing’s textile
industry partners, retailers and consumers to “Feel by the brand promise of ‘Feels so right’, TENCEL™ consumers about TENCEL™ featured value flagship brand will be effective from today onwards.
so right” with TENCEL™ apparel and home offerings brings greater degree of comfort and higher propositions like product quality, functional benefits This will be the first step of Lenzing’s new brand
and sustainability. Co-branding programs such as exercise, where the same approach will also apply to
Under the new brand strategy, TENCEL™ Modal and performance to consumers while making them feel swing tags or packaging, and co-marketing nonwoven and industrial applications, which will be
good about the choices they make. We hope to
TENCEL™ Lyocell fibers will be key ingredients in the create a stronger connection with the industry value campaigns with retail brands will enable us to reach announced at a later stage.
January/February 2018