Home / Knowledge / News / Information Technology / Dryarn develops WEB 2.0 marketing strategy
Dryarn develops WEB 2.0 marketing strategy
21
May '11
National and international press campaign, web 2.0 and sporting sponsoorships: this is the new communication strategy of Dryarn, the lightest "Made in Italy" microfibre in the world, sill investing in B2B but now devoting more attention to the world of the consumer.

Dryarn is the lightest fibre existing in nature; it is dermatologically tested and 100% recyclable, characteristics that make it ideal for a wide variety of applications and that particularly in the sportswear field, has enable the manufacture of hi-tech clothing with a hitherto unattained level of comfort. In order to boost brand awareness, already used by the best sportswear labels, Dryarn is widening its communications to encompass the world of sports practitioners.

L'IMMAGINE STAMPA, edited by Li Lu and Bao Hongbin and available in both an Italian and international version, serves as a metaphor for Dryarn, a true "second skin".

The visual speak, in absentia but clearly and unambiguously, becoming even more evocative since the peak performance linked to the use of Dryarn, and consequently to the wearing of garments made in this fibre, can be summed up in the litttle drops of perspiration that slid down the neck, the only body area remaining uncovered during sports activities and that presupposes the use of a T-shirt or technical garment. Dryness, or rather breathability, is the principle benefit of Dryarn garments that remain in contact with the skin.

The images evoke and reveal and indissolubly unite the fibre, its uses and the particular target. The campaign is being organized around the major national magazines that specialize in the fabric sector and the main sports magazines, dedicated first and foremost to biking and running.

With a view to consolidating brand awareness, Dryarn has developed a 2.0 marketing strategy to run parallel to its traditional advertising. Not only do on-line ads play a decisive role but use will also be made of facebook. In fact, the advertising profile is founded on the intention to forge ever stronger and more direct links with sports practitioners, creating a constant dialogue with wearers of these technical outfits.

Dryarn


Must ReadView All

Apparel/Garments | On 23rd Jun 2017

Alfredo Grassi to develop graphene-enhanced workwear

Alfredo Grassi, manufacturer of customised protective clothing,...

Textiles | On 22nd Jun 2017

Zund unveils cradle feeder roll-feed system for fabrics

Zund Systemtechnik AG, Switzerland’s textile machinery firm that...

Courtesy: Napapijri

Apparel/Garments | On 22nd Jun 2017

Napapijri's Superlight Parka is free of fur and down

Napapijri has introduced the new Superlight Parka, a new lightweight...

Interviews View All

Yash Agarwal
Hitansh Online

Every market region has its own culture and trends

C. Dhandayuthapani
Mag Solvics Pvt. Ltd

ITME 2016 exploited our full strength like never before

Nishank Patel
Shri Dinesh Mills Limited

Broad range of fabrics will sell well this financial year

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
June 2017

June 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search