As the importance of improving transparency and traceability across the fashion industry continues to grow, leading fiber manufacturer Lenzing is going one step further with its e-brand service platform . Developed in 2018 as part of Lenzing’s four-pillar approach to creating a more sustainable textile industry, Lenzing has now introduced new features to its one-stop solution platform. Providing customers with greater convenience and an improved user experience, new features include Artwork Approval, Quick Fiber Blend Checker, Onboarding Tool, E-Branding Master Class and E-Branding Helpdesk.
Complementing existing services, such as fabric certification, product license application and branding materials, E-Branding Service is the first digital platform exclusively designed to offer Lenzing brand partners easy and clear access to Lenzing’s product brand assets. Complementary to all Lenzing customers, the E-Branding Service platform helps Lenzing customers make the invisible visible by giving them the assets and tools to promote sustainability claims and the benefits of their end products. By accessing Lenzing brand logos and icons for ingredient brands such as TENCEL™, VEOCEL™ or LENZING™ ECOVERO™, both the brand partner and the end consumer can be confident that the product they are purchasing contains fiber Authentic Lenzing from a sustainable source. . But how does it work?
How Lenzing’s E-Branding service can improve your brand
Fabric certification is one of the main components of the E-Branding Service platform, which requires fabric testing to ensure the authenticity of fibers. This service, enabled by the company’s fiber identification technology, provides brand partners with supply chain transparency, counterfeit protection and evidence to support their sustainability claims and of their marketing efforts.
As an access point to brand materials from Lenzing’s fiber brand portfolio, such as brand logos, hangtags or even digital hangtags for e-commerce, the e-brand service platform provides an opportunity for further co-branding activities and joint marketing campaigns. Fabric certification fully assures brand partners that genuine Lenzing fibers are used in products, so they can communicate their sustainability credentials with confidence and stay clear of any potential greenwashing pitfalls. At the same time, it enables end consumers to make conscious purchasing decisions that rely on traceability.
New features deliver increased efficiency and convenience across the entire e-branding service
Lenzing continuously develops and updates the services offered on its E-Branding Service platform to better serve its brand partners. Several new features have recently been launched on the platform to make it even easier for partner brands to communicate their sustainability commitment to consumers.
Addressing the need for co-branded marketing content to improve descriptions of sustainability credentials in the finished product, the new “Artwork Approval” process provides fast turnaround for artwork confirmations. Through a structured online collection of approved artworks, partner brands can access their artwork collection when needed and apply selected artworks for multiple license applications. The new Fiber Blend Quick Check tool can be used to check if specific fabric blends meet Lenzing’s certification standards to ensure accurate labeling of product ingredients. Additionally, the tool can also verify the correct Lenzing fiber brand for each fiber type, helping brand partners share accurate statements regarding the end product. Accessible to all platform visitors, this tool does not require registration.
To support the growing number of users on the platform, the new Onboarding Tool, E-Branding Masterclass and Helpdesk facilitate learning and knowledge sharing. The new E-Branding Service Onboarding Tool provides a step-by-step guide for brand partners on how to use each of the platform’s features. The E-Branding Masterclass helps users deepen their knowledge through live webinars and recorded self-learning modules covering the certification and licensing of Lenzing’s brands. It is supplemented by the E-Branding Helpdesk service, which offers users support from a dedicated team of Helpdesk specialists.
“Since the introduction of Lenzing’s e-branding service in 2018, our goal has been to drive the digitalization of value chain management for the textile industry and enable widespread transparency throughout the value chain. valuable.” says Harold Weghorst, Vice President of Global Marketing and Brand at Lenzing AG. “This unique digital portal helps us support the traceability and communication efforts of our customers and partners. The addition of the latest suite of E-Branding Service features will now ensure our partners greater convenience as they seek to establish their sustainability credentials with Lenzing.