Ultrasuede goes beyond 'generic' luxury microfiber brand

04 May '07

3 min read

Toray Ultrasuede (America) Inc announced a major branding initiative designed to raise the profile of Ultrasuede and differentiate the original luxury microfiber brand from the inferior faux-suede fabrics currently on the market. The cornerstone of this initiative is the introduction of an Ultrasuede certification mark – a graphically bold single “U” that the company's customers in the fashion, furniture and transportation industries will be required to include on all finished goods.

In addition, a quadruplicate execution of the certification mark will accompany the classic Ultrasuede logo in all communications from the company, and the “Quad U” will also be used by fabric wholesalers and retailers.

The introduction of the certification mark is part of an ambitious new program to build awareness for the Ultrasuede brand among consumers as well as in each of TUA's key client industries. According to TUA Executive Director Des McLaughlin, “When Ultrasuede launched in America, it was the first and only microfiber fabric with the look and feel of suede, but offering all of the advantages of modern technology – rich colors, breathability, ease of care and durability."

Because of its uniqueness, tremendous brand equity was built over time. But as other superficially similar fabrics entered the marketplace, both consumers and industry decision-makers became confused. Today, many people think of Ultrasuede as the generic name for a category rather than the category-leading brand it actually is.”

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