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Oeko-Tex presents new brand strategy
02
Jun '16
Global full-service provider for sustainable textiles, Oeko-Tex, has announced fresh design for Standard 100 and STeP by Oeko-Tex certification, and closure of Oeko-Tex certification centre in Germany, as part of its new brand strategy.
 
From product certification in accordance with the Oeko-Tex Standard 100, which was first introduced in 1992, the International Oeko-Tex Association has now, through the continuous further development and expansion of its portfolio, established itself as a full-service provider for independent certifications and services for greater sustainability along the textile value-creation chain.
 
Oeko-Tex is now also taking account of this strategic change from niche provider for human-ecological product safety to a global system solution for brands, retailers and manufacturers with a new brand architecture. As part of the new brand strategy, the association's focus will be on the Oeko-Tex logo and the claim “Confidence in Textiles”, which over the past almost 25 years has become known across the industry, and has become an international synonym for effective consumer protection, responsible handling of chemicals and the use of environment-friendly production technologies and compliance with fair working conditions.
 
“The theme of sustainability has represented increasing challenges for our customers from industry and trade for years and they are looking for suitable solutions. With our product portfolio we are able to provide wide-ranging assistance for this,” explains Oeko-Tex general secretary Georg Dieners.
 
For its customers, the important thing is that Oeko-Tex is a reliable and competent partner. “Therefore, in our future communication, the umbrella brand “Oeko-Tex” and our slogan “Confidence in Textiles” will be in the foreground. Our individual product modules, or rather the sufficiently known brands within the Oeko-Tex system, are arranged under the umbrella brand to strengthen this and meet the needs of our customers,” summarizes Dieners.
 
Oeko-Tex has already presented the new brand design during the market launch of the MySTeP database, the Made in Green product label and the Eco Passport certification for textile chemicals. Beginning in autumn 2016, the modernised appearance will also be used with the most well known Oeko-Tex brand, the Standard 100, and the STeP certification. At that point, the new Standard 100 product label and the refreshed STeP logo for B2B communication will also be available to more than 10,000 partner companies around the world.
 
Also as part of these changes, the Oeko-Tex certification center in Frankfurt (Main) will cease operations on June 30th, and as an official Oeko-Tex member institute in Germany, the Hohenstein Textile Testing Institute GmbH & Co. KG will take on the laboratory tests as well as the issue of Standard 100 certificates. (RKS)
 

Fibre2Fashion News Desk – India

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