Italian high-end men's apparel brand Stone Island tops the list of brands that have mastered the integration of ingredient brands, according to Tomas Vucurevic, founder and managing director of Germany-based Braind, an international brand strategy consulting firm working exclusively on ingredient branding and strategic brand partnerships.

Ingredient branding is a marketing strategy where a component or an ingredient of a product or service is pulled into the spotlight and given its own identity.

As the vast majority of innovations in the apparel and fashion industry, such as synthetic insulation, stretch functionalities or new dyeing methodologies, come from technology companies, ingredient brand model is popular in this sector, Vucurevic told Fibre2Fashion in an interview.

The company offers a new online tool, the ingredient branding Fitness Check, on its website where companies can run a self-audit. (DS)

For full interview, please click here.

Fibre2Fashion News Desk – India

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