Austria's Lenzing adds new e-branding services across textile brands

The new features – Artwork Approval, Fibre Blending Quick Check Tool, Onboarding Tool, E-Branding Master Class, and E-Branding Helpdesk – also complement existing services, such as fibre certification, application for product licenses, and branding materials, according to a press release by Lenzing Group.

“Since the introduction of Lenzing E-Branding Service in 2018, we have been on a mission to pioneer the digitalisation of value chain management. While we remain committed to providing unprecedented traceability across the industry value chain, ensuring better user experience remains the key foundation of the Lenzing E Branding Service,” said Harold Weghorst, vice president of global marketing and branding at Lenzing AG.

“With our latest upgrade, users can leverage the new Artwork Approval process to access licensed marketing or co-branding materials with a few clicks, and learn about our service offerings via a suite of comprehensive resources. While material verification during the production process is important, we will not stop there. We aim to extend such verification services to finished garments, enabling greater traceability along the value chain,” added Weghorst.

As more consumers become aware of greenwashing, there is a growing need for brands and retailers to enhance descriptions of the sustainability elements in their products. Since 2017, the number of applications for fabric certifications, product licenses, and swing-tickets in the E-Branding Service platform has grown exponentially, by around 1.5 times annually. To address the growing need for co-branded marketing content, the Artwork Approval process was launched to ensure fast turnaround for artwork confirmations. With a structured online collection of approved artworks, users can access their artwork collection anytime, anywhere, and apply selected artwork for multiple license applications.

To ensure accurate labelling of product ingredients, fabric manufacturers can leverage the new Fibre Blending Quick Check Tool to easily check whether the planned fibre blend of a specific fabric is in accordance with Lenzing’s Certification Standards. The tool can also verify the correct Lenzing fibre brand for each fibre type, which significantly helps retailers promote the final product among consumers. The Fibre Blending Quick Check Tool can be found on the landing page of the E-Branding Service. It is accessible to all visitors to the platform and does not require one to register.

To support the increasing number of users from different regions, the new E-Branding Service Onboarding Tool features a series of step-by-step guides that advises users on how to use the platform’s features. The recently launched E-Branding Masterclass also enables users to expand their knowledge of the platform through live webinars and recorded self-study learning modules covering certification and licensing of Lenzing’s Tencel, Veocel, and Lenzing Ecovero brands.

The self-study learning modules are available in English with subtitles in 10 languages. The E-Branding Masterclass is supplemented by the E-Branding Helpdesk service which provides users with live support from a dedicated team of helpdesk specialists, creating a comprehensive knowledge sharing platform.

Fibre2Fashion News Desk (NB)