Lenzing Group upgrades its E-Branding service for textiles


Lenzing Group says users will be able to use the new features – Artwork Approval, Quick Fiber Blend Checker Tool, Onboarding Tool, E-Branding Master Class and E-Branding Helpdesk – for an enhanced experience providing greater convenience. .

These new features are available for the company’s Tencel, Lenzing Ecovero and Veocel brands. They also complement existing services, such as fiber certification, product license application, and branding materials.

“Since the introduction of Lenzing E-Branding Service in 2018, we have made it our mission to pioneer the digitization of value chain management,” said Harold Weghorst, Vice President of Global Marketing and brand image at Lenzing Group. “While we remain committed to providing unprecedented traceability across the industry value chain, ensuring a better user experience remains the essential foundation of Lenzing’s e-brand service.

“With our latest update, users can take advantage of the new artwork approval process to access licensed marketing or co-branding materials with just a few clicks, and learn more about our service offerings via a suite of comprehensive resources. Although checking materials during the production process is important, we won’t stop there. Our goal is to extend these verification services to finished garments, enabling greater traceability throughout the value chain.

Artwork Approval – As more and more consumers become aware of greenwashing, brands and retailers increasingly need to improve descriptions of sustainability elements in their products. Since 2017, the number of requests for fabric certifications, product licenses and trade tickets on the E-Branding Service platform has increased exponentially, approximately 1.5 times per year. To meet the growing need for co-branded marketing content, the artwork approval process was initiated to ensure timely processing of artwork confirmations. With a structured online collection of approved artworks, users can access their artwork collection anytime, anywhere, and apply selected artworks for multiple licensing requests.

Fiber Blend Quick Check Tool – To ensure accurate labeling of product ingredients, fabric manufacturers can use the new Fiber Blend Quick Check tool to easily check if the intended fiber blend of a specific fabric meets Lenzing’s certification standards. The tool can also verify the correct Lenzing fiber brand for each fiber type, which greatly helps retailers promote the end product to consumers. The Quick Fiber Blend Checker can be found on the E-Branding service home page. It is accessible to all platform visitors and does not require registration.

Onboarding Tool, E-Branding Master Class and Helpdesk – To support the growing number of users from different regions, the new E-Branding Service Onboarding Tool offers a series of step-by-step guides that advise users on how to use the platform’s features. form. The recently launched E-Branding Masterclass also allows users to deepen their knowledge of the platform through live webinars and recorded self-learning modules covering the certification and licensing of Tencel Veocel brands. and Ecocovero from Lenzing. The self-study modules are available in English with subtitles in ten languages. The E-Branding Masterclass is complemented by the E-Branding Helpdesk service which provides users with live support from a dedicated team of Helpdesk specialists, creating a comprehensive knowledge sharing platform.

Last month, Lenzing Group became a partner in the recently launched CISUTAC (Circular and Sustainable Textile and Clothing) project co-funded by the European Union (EU).

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