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22 / 02 / 2024
Lenzing continues to enhance its digital solutions with upgrades to E-Branding Service
22 / 02 / 2024
Lenzing continues to enhance its digital solutions with upgrades to E-Branding Service

Launched in 2018, the Lenzing E-Branding Service platform remains at the forefront of Lenzing’s dedication to digitalizing value chain management. The platform is the access point to an innovative tool kit supporting certification of products with Lenzing fibers and access to a plethora of co-branding assets that allow customers to communicate their sustainability efforts in all their marketing activities.

Since its introduction, Lenzing has continuously improved the E-Branding Service with new functionalities and features that meet the evolving needs of global users.

In order to improve user experience, Lenzing embedded a customer survey into the E-Branding Service platform to obtain feedback in 2023. To date, over 2,300 users have provided their feedback with an average 4.6 out of 5 stars about how the platform’s assets help them easily communicate the benefits of Lenzing’s fibers within their products.

“We constantly strive to ensure our customers have the ability to unlock the power of our Lenzing E-Branding Service to make full use of its assets. One way of achieving this is by gathering feedback from our customers, which helps us make relevant updates to meet their diverse needs across the globe,” said Harold Weghorst, Senior Director of Marketing and Branding, Global Textiles Business at Lenzing AG. “After listening to the views of users, our team works tirelessly to make notable upgrades to the platform to help our customers grow their business.”

With an ongoing commitment to enhance its digital solutions, Lenzing diligently abides by its mission of continuous innovation to improve the E-Branding Service platform. To assist customers advocating for responsible fashion, Lenzing launched the TENCEL™ Digital Hangtag in 2021 to positive feedback from brands and retailers, making it a popular addition to the E-Branding Service. The Digital Hangtag is available for all licensed partners of Lenzing and helps brands to confidently showcase their products on websites or e-commerce platforms. Lenzing also recently launched the Digital Hangtag offering for LENZING™ ECOVERO™ brand to allow consumers to easily recognize products made with TENCEL™ and LENZING™ ECOVERO™ branded fibers, learn about their benefits, and make conscious purchase decisions.

In an industry plagued by counterfeit products, Lenzing strives to reinforce trademark protection through various initiatives such as last year’s campaign called “Start with the Original” and the “Proof of Use” feature which made it even easier for customers to track their commercialized co-branding materials with a streamlined notification system. To ensure the authenticity of TENCEL™ branded fibers used in textile products, the Lenzing E-Branding Masterclass offers dedicated live webinars and self-study videos, covering registration, application, and proper trademark usage.

With users coming from more than 100 countries around the world, the Lenzing E-Branding Service ensures customers are empowered to make the most out of the platform – in their own language. Since 2023, Lenzing E-Branding Service comes in ten languages, including Simplified Chinese, English, French, German, Japanese, Korean, Spanish, Turkish, and two variants of Portuguese.

As a prelude to many exciting projects in 2024, Lenzing has rolled out new webpages on new fiber claims that are an integral part of the updated Branding Guidelines for TENCEL™ and LENZING™ ECOVERO™ licensees, providing customers with a clear overview of all fiber benefits that could be used for communication and marketing purposes.

In addition, a refreshed landing page for the Lenzing E-Branding Service has also recently been launched which serves as a one-stop-shop to browse all services available within the platform. One key highlight of the new landing page is the "Branding inspiration" tab where customers can get a glimpse of how other customers have been using Lenzing brand assets in their own product packaging and labeling designs.

The move demonstrates Lenzing’s commitment to providing the necessary support to brand partners to boost their sustainability credentials to meet the ever-evolving regulatory requirements and build trust among consumers.

Moving forward, Lenzing will continue to upgrade the Lenzing E-Branding Service to strengthen trust and confidence within the industry value chain.

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