The Lenzing Group (Lenzing) redefined TENCEL™, as its textile premium brand at customer event organised during Tecoya fibre and yarn show in Mumbai India. The redefining of the TENCEL™ brand is a key milestone of Lenzing’s new brand strategy to enhance product brand offerings, foster connection with customers and consumers, and drive consumer demand. TENCEL™ is well positioned to be a major growth engine in the textile sector, with a brand portfolio that caters for distinctive usage – TENCEL™ Active, TENCEL™ Denim, TENCEL™ Home, TENCEL™ Intimate, and TENCEL™ Luxe, all enabled by two versatile and highly compatible fibres, TENCEL™ Modal and TENCEL™ Lyocell.
Designed and based on the findings and insights of an extensive market research, the brand architecture is an important step for Lenzing to transform from a business-to-business (B2B) fibre producer to a business-to-business-to-consumer (B2B2C) brand. The brand architecture not only addresses the growing trend amongst retail brands and consumers to seek out for products that make them look good and feel good, but also do good via sustainable and transparent production processes, like the processes used for producing TENCEL™ Modal and TENCEL™ Lyocell fibres. According to research findings, while LENZING™ Modal is known as a fibre with good quality and long-lasting exquisite softness, TENCEL™ is a well-recognised and appreciated brand name among stakeholders, customers and consumers in key target regions of Lenzing. Hence, TENCEL™ is adopted as Lenzing’s textile specialty brand for apparel and home applications, and is aimed to help create a unique and differentiating brand in the Modal and Lyocell fibre markets. The redefined TENCEL™ product brand, along with the tagline “Feels so right,” will enable Lenzing to embark on communication around messages that move beyond fibre types and characteristics towards everyday use and benefits that brands and consumers value.