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27.11.2015
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Lenzing fiber brandsDec 2015
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Why branding?
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Why branding?
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Brand value: visability
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Brand value: customer preference
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Brand value: higher profitability
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Making the invisable visable
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Win-win-situation Why to use Lenzing brands:
Lenzing fibers give a differentiating functional attribute to the final product:
Lenzing Modal® stands for softness
TENCEL® stands for function and innovation
Lenzing® stands for the cellulose fiber market leader, sustainability, innovation and quality
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Lenzing´s branding program
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Correct Labelling/Brand Name
Fiber Generic Name Lenzing Fiber Brand NameLyocell TENCEL® 天絲®
Modal Lenzing Modal® 蘭精木代爾®
MicroModal® 蘭精超細旦木代爾®
MicroModal AIR® 蘭精超細旦木代爾®AIR
Lyocell +
Modal
ProModal® 天絲代爾®
Viscose Lenzing Viscose® 蘭精®粘膠
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How to labelling - 2 options:
Correct Labelling/Brand Name
Option 1: 65% lyocell, 35% cotton
Option 2: 65% lyocell (TENCEL®), 35% cotton
Option 1: 65% modal, 35% cotton
Option 2: 65% modal (Lenzing Modal®), 35% cotton
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Principals for Lenzing fiber branding
Lenzing Certification
number
• For fabric producers
• For product manufacturers
Brand license• For packaging, co-branding
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Branding Guidelines
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(all available in Multilingual and Asia languages) 35x10mm
Stickers :
Swing Tags & Stickers - summary
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How to apply Swing Ticket?
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Branding Guidelines – Fabric Certification
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Branding Guidelines – Fabric Certification Complete the application form
Send with a 2 meter fabric sample for testing
Basic Requirements:
Minimum of 30% Lenzing fibers
No blends with man-made cellulosic fibers of competitors nor with Lenzing Viscose®
Certification number automatically expires in 2 years
Testing time: 14 working days
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Branding Guidelines – Swing Ticket
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Branding Guidelines – Swing Ticket Applicant: garment makers or brands
Preconditions:
ONE final garment with completed application form
Fabric certification number
Meet Lenzing quality requirements
Only stickers for underwear below 100g
Time: 7 working days (approval receipt)
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Brand license
Certification number
Yardage/meters are purchased
Enduse
Value Chain: Fabric producer, garment producer, brand name of end product, end
consumer market
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Branding Guidelines – Fiber Logo
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Branding Guidelines – Fiber Logo Get approval from Lenzing prior to use
Any change of Lenzing logo components, ratio, color and font is NOT allowed
Logo must be clearly visible
Only be used to certified fabrics/garments
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Swing tag & Fiber Logo
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Fiber Logo
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Branding Guidelines – Brand Licensing
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Branding Guidelines – Brand Licensing Get approval from Lenzing before printing
Preconditions:
ONE garment sample of Licensee’s final products
Completed and duly signed application form
Product assigned with a specific Lenzing fabric certification number
Retail brand registration documents
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Brand information is onlinehttp://branding.lenzing.com
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Work of the branding team
Certified fabrics/year 3600
Certified global labs 11 (Japan, China, South Korea, India, Lenzing, Germany)
Swing tickets and licenses 4100
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Strong branding acceptance over the last 10 years
In 2014 ~ 420 Mio
* **
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 est
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Lenzing fiber brandIn 2014 ~ 420 Mio
50%
45%
5%
Lenzing Modal®
TENCEL®
Lenzing Viscose®
Lenzing FR®
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25%
52%
14%
6%
3%
Americas
Asia
Europe
Global
Others
In 2014 ~ 420 Mio
Lenzing brands in end consumer markets
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Brand co-operationsOver 300 companies are working together with Lenzing in ingredient branding/year
0
50
100
150
200
250
300
350
2013 2014
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?
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Branding is more than a fiber logo
Thank you!
