Lenzing Branding Program

Pay Attention to the Brand

  • Lenzing is moving ahead with its branding program to protect Lenzing brands and enhance brand value
    • Many innovative and successful companies are confronted with the same problem. Sooner or later, imitations of a popular product arise, trying to jump on the bandwagon of success without investing any resources in market development and innovation. Some manufacturers make it even easier for themselves. They pretend to sell a brand name product, but in reality it is only a cheap copy. This deception is particularly annoying to consumers who are prepared to purchase a quality product from a manufacturer of their choice and are ready to pay a higher price for it. Ultimately the consumer neither gets the desired product nor the desired quality and functions, but a cheap product at the same price as high quality goods.

      Lenzing finds itself in the same predicament. Lenzing boasts more than 40 years of experience in the production of modal fibers, and was the exclusive global provider of modal fibers for a long time. In the meantime, several producers have been trying to take advantage of the long-standing success story and outstanding reputation of Lenzing Modal®, and go as far as to label cheap imitations as Lenzing Modal®. Due to the topnotch quality and features of TENCEL®, the lyocell fiber is in the same situation.

  • Consistent certification provides certainty
    • Lenzing’s branding drive aims at counteracting brand piracy or brand misuse, or uncovering such cases. The company has developed its own certification system and branding program to provide assurance to Lenzing’s direct customers and downstream partners along the textile chain, such as fabric producers, garment makers and brands as well as consumers themselves that they have acquired a quality product from Lenzing.

      Accordingly, Lenzing offers its own labels, stickers and tags for fabrics, garments and home textile products consisting of at least 30% Lenzing fibers (Lenzing Modal® or TENCEL®). The textiles are subject to tests at an internal laboratory and are given a certification number after passing the test. The garment maker can use this number to request the labels from Lenzing, which has set up a separate area on the Lenzing website for this purpose. A new test must be carried out two years after certification has been granted. But Lenzing also takes random samples within this period in order to offer customers the highest possible certainty in respect to quality.

  • Abuse can be costly
    • The misuse of Lenzing brands can turn out to be costly. If a textile is discovered with a misleading label claiming Lenzing fibers inside but which in fact does not originate from Lenzing, the company will immediately withdraw certification (if any exists). Ultimately, legal steps may be taken in the case of brand piracy. The illegal use of Lenzing brands is not a trivial offense.

      Sooner or later, imitations of a popular product arise, trying to jump on the bandwagon of success without investing any resources in market development and innovation.