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RadiciSpandex Corp launches new brand identity
18
Oct '08
RadiciSpandex Corp., the U.S. arm of the Italian global fibers conglomerate RadiciGroup, has advanced its ongoing commitment to strengthen the business efforts of the textile, apparel and retail markets in today's challenging environment by introducing an exciting brand identity program for its well-known family of performance spandex products. Effective November 2008, all RadiciSpandex stretch fibers will carry the brand name RadElast®.

The creation of the registered RadElast® brand is the culmination of a comprehensive corporate identification initiative implemented by RadiciSpandex parent company RadiciGroup among its diverse fiber and textile divisions throughout the world, including RadYarn®, Radifloor® and RadiGreen, among others.

After a lengthy deliberation over multiple candidates, executives at RadiciSpandex Corp. and RadiciGroup selected RadElast®, which combines the respected Radici name with elastane, the European term for spandex, to symbolize the powerful combination of the RadiciGroup heritage as a worldwide leader in fiber technology with the diverse benefits of spandex.

The RadiciSpandex RadElast® branding program will be available to fabric mills, manufacturers, designers and retailers in all end-use markets free of licensing fees as an optional value-added tool to enhance their marketing efforts. RadiciSpandex will provide customers approved for participation in the program attention-getting hangtags that communicate the specific benefits of RadElast® fibers throughout the supply chain.

The hangtags, jointly created with the design team based at RadiciGroup's headquarters in Bergamo, Italy, will feature the sleek, contemporary RadElast® logo in combinations of RadiciSpandex's signature corporate colors: red, white and black. An extended streak beneath the RadElast® name graphically conveys the movement and elongation of spandex fiber.

“In line with all new initiatives at RadiciSpandex Corporation, the introduction of the RadElast® brand is intended to support and help build our customers' businesses,” said RadiciSpandex Corp. CEO Marty Moran. “We have created this brand icon as a means to add excitement to our customers' sales communications, thereby supporting efforts at retail.

The RadElast® hangtag program will educate the end user about the benefits our fibers bring to fabrics in a variety of categories. Customers who are approved to feature our hangtags on their products will not be charged for use of this new educational asset.”

In addition to the hangtag, the RadElast® logo will be incorporated into all RadiciSpandex communications tools, including its 2009 trade advertising campaign, public relations materials, brochures and sales collateral as well as an updated Web site.

End uses for RadiciSpandex fibers, which will now be identified by their established code names in combination with the RadElast® brand, include swimwear, lingerie, activewear, hosiery, denim, sportswear, nonwovens, narrow fabrics, personal care, medical and industrial applications.


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