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COOLMAX in demand
Jun '09
To support the COOLMAX fabric brand in Europe, INVISTA, together with its European licensee ADVANSA, have recently commissioned a comprehensive brand tracking survey and launched an advertising campaign across Germany, France, Spain, Italy and the UK.

'Keep your Cool, Max your Performance' is the advertising tagline which is set against strong, sport focused imagery highlighting the attributes of COOLMAX fabric. Launched in Autumn/Winter 2008, the campaign will continue to run in key sportswear media, both print and online, throughout Summer 2009.

COOLMAX fabric features an advanced wicking technology that is specifically engineered with fibres that move moisture from the skin to the surface of textiles, making it an important ingredient within sportswear and activewear clothing. Providing ultimate cooling and evaporation benefits, COOLMAX fabric gives paramount performance in extreme conditions.

INVISTA, together with ADVANSA, recognises the importance of tracking consumer insights in order to benchmark its wide portfolio of powerful brands. A recent survey indicates that the COOLMAX fabric brand has a strong brand equity with consumers that take part in physical activity. European results (and UK results in brackets) show that:

• 84% (97%) of respondents associate COOLMAX fabric with the benefit 'keeps me cool' – a higher score than other fabrics tested
• 93% (94%) associate COOLMAX fabric with the words 'high quality' and 'comfortable' -, again a higher score than other fabrics tested
• 75% (66%) would favour a garment with COOLMAX fabric over an identical piece not associated to the COOLMAX fabric brand

Julien Born, Global Segment Director for Activewear, from INVISTA said, “Our goal is to provide long-term value to our customers and through our extensive brand tracking work, we are learning more about how we can improve our product offering and services. We are delighted to discover that COOLMAX fabric, like the LYCRA fibre brand, has a strong brand equity with consumers and we look forward to developing this recognition even further.”

COOLMAX fabric is a trademark of INVISTA used under licence by ADVANSA in EMEA. LYCRA fibre is a trademark of INVISTA.


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