The Lenzing Group has announced the repositioning of its Tencel brand at a meeting held within the scope of the Premiere Vision Istanbul trade fair earlier this month. 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 textiles 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 compatible fibres, Tencel Modal and Tencel Lyocell.

The press conference held by the Lenzing Group included Global Brand Management Director Harold Weghorst, Turkey & MEA Regional Director Jürgen Eizing, and Business Development and Marketing Director MEA & Turkey Hale Saracoglu.

New brand architecture

Designed and based on the findings and insights of an extensive market research, the brand architecture is seen as 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 aims to address 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 softness, Tencel is a well-recognised brand name among stakeholders, customers and consumers in key target regions of Lenzing, the company reports. 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. 

Key ingredients

Under the new brand strategy, Tencel Modal and Tencel Lyocell fibres will be key ingredients in the Tencel branded product portfolio. Derived from certified wood sources, both Tencel Modal and Tencel Lyocell standard fibres are produced via responsible production processes and are compostable and biodegradable under industrial, home, soil and marine conditions, according to the manufacturer.

Textiles produced under the Tencel brand are also enabled by the company’s innovations, including Refibra technology, Eco Soft technology, Eco filament technology and Micro technology, to meet evolving consumer demand.

Bold new course

“We are charting a bold new course to simplify our product portfolio and elevate our brand to bring more value to consumers and industry partners,” said Harold Weghorst, director of Global Brand Management. “As Lenzing's flagship brand in the textile sector, Tencel will grow beyond fibre types and functional characteristics, it will become a true consumer-focused brand with a promise of something more functional and emotional.”

“By elevating Tencel to a promise to the consumer rather than a product message to the value chain, we can start to excite consumers, retailers and brands about the holistic benefits of botanic fibres. Guided by the brand promise of Feels so right, Tencel brings greater degree of comfort and higher performance to consumers while making them feel good about the choices they make.”

“We hope to create a stronger connection with the industry value chain and consumers through our expertise around sustainability, especially in Tencel Modal and Tencel Lyocell fibres. In the long run, we plan to build Tencel not only into a trusted B2B brand, but also a preferred consumer brand, which provides B2B customers with ease to maximize marketing effectiveness and enables consumers to identify 'feel-good' products made with sustainable materials.”

www.tencel.com