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

Textiles | On 29th Apr 2017

Textile sector may have uniform GST rate: Irani

The textile sector could have a uniform Goods and Services Tax (GST)...

Textiles | On 29th Apr 2017

EU rules needed to curb textile worker exploitation: MEPs

European Union (EU) rules are needed to oblige textile and clothing...

Apparel/Garments | On 29th Apr 2017

US retail operating growth to be 1.5-2.5% in 2017: Moody's

The forecast for operating income growth in the US over the next 12...

Interviews View All

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Kaizad Hansotia
GetNatty

Competition is the best thing that can happen to a startup

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Judy Frater
Somaiya Kala Vidya

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

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

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:
April 2017

April 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



X