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INVISTA now unveils Chinese Interactive Web Site
May '11
For the past 30 years, INVISTA's CORDURA brand team has set the standard for durable fabrics in the outdoor, workwear and military markets. As part of its effort to achieve greater consumer awareness globally, INVISTA has now launched an interactive Chinese Web site.

With the Chinese market demonstrating rapidly growing outdoor and travel segments, the CORDURA brand team is dedicated to expanding the brand's presence and equity in these target segments within the Asia Pacific region.

“The CORDURA brand team is dedicated to the China market and we wanted to create more ways to connect with Chinese-speaking visitors and give them the ability to interact with the brand,” said Cindy McNaull, global brand and marketing director for INVISTA's CORDURA brand. “The imagery used on the site, now in Chinese, celebrates the individual durability of adventurers who, because of their lifestyles, hobbies or jobs, benefit from fabrics that are just as durable as they are.”

The content-rich, user-friendly website enables worldwide manufacturers, retailers, and consumers the ability to connect with the CORDURA brand through targeted technical and merchandising tools. By highlighting the brand's four main segments – outdoor, workwear, 'on the go' and military – the site now allows Chinese customers and consumers to become more versed on the wide spectrum of durable fabrics in the CORDURA brand portfolio.

The Chinese version of the site includes everything from what the fabric is all about, to where to find products that are made with it, and even testimonial videos from leading brands as to why they chose CORDURA fabrics in their product designs.

Rugged, gritty images showcased throughout the site capture the essence of the CORDURA brand, bringing to life the sweat, muscle and determination experienced during limit-pushing situations. These vivid images of durability were captured by world-renowned photographer, Tim Tadder.

The company officially debuted the Chinese Web site on February 24 at the ISPO China tradeshow in Beijing.


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