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Innovation is the backbone of the textiles industry. As a global producer and key driver of technological innovation in sustainable wood-based fibers, Lenzing sees respect and protection of all intellectual property, including registered trademarks, as a core value for industry practitioners and a guiding principle of its business. With Lenzing’s textile specialty brands TENCEL™ and LENZING™ ECOVERO™ gaining widespread popularity from industry partners and consumer brands worldwide, ensuring authorized usage and full visibility of trademarks across online and offline channels has become more important than ever.
Over the years, Lenzing has introduced various digital solutions, partnerships and campaigns to protect its business and consumers against counterfeit products and empower partners to market sustainably produced products with ease. This includes the Lenzing E-Branding Service, an all-in-one digital platform that facilitates license applications and is regularly updated for users to incorporate Lenzing trademarks in their marketing content effectively. To protect the rights of co-branding partners and retailers, a specialized campaign was launched to raise awareness on the correct usage of the legally protected TENCEL™ trademark and share details of the support services that are available anytime, anywhere.
Innovative technology has also been widely adopted within Lenzing. Its Fiber Identification technology and partnership with TextileGenesis™ enabled Lenzing fibers in end products to be tracked and verified on a blockchain-enabled supply chain traceability platform. At the same time, its partnership with Red Points, the global leader in online IP infringement detection and removal, has made round-the-clock brand monitoring efficient and effortless through artificial intelligence. With the support of local authorities, these monitoring efforts have led to judicial actions taken against infringers of Lenzing’s trademarks, which resulted in favorable outcomes.
As an enabler of a healthy business environment across the textiles value chain, Lenzing’s efforts to innovate and enhance the traceability of fabrics and consumer products made from TENCEL™ and LENZING™ ECOVERO™ branded fibers are only one part of the story. Stepping into the new year, Lenzing will continue to implement proactive initiatives across the textile value chain, from industry enablement and consumer education to collaboration with relevant authorities. Stay tuned for more updates.