Ultrasuede goes beyond 'generic' luxury microfiber brand

04 May '07

3 min read

To counter this misconception, TUA is requiring manufacturers of finished goods with a majority percentage of Ultrasuede to display the certification mark on a label or hang tag. Given the wide range of products that feature the fabric, consumers can expect to find the Ultrasuede “U” on items ranging from fashion to footwear, accessories to furniture, wall coverings to headliners of airplanes, yachts and motor coaches. TUA customers who do not manufacture finished goods but re-sell Ultrasuede fabric will be asked to use the “Quad U” in their marketing materials, including color cards, ring sets, point-of-sale materials and Web sites.

The new certification mark is just one of many initiatives that TUA is currently undertaking to enhance awareness of the Ultrasuede brand. In February 2007, the company made its debut appearance at MAGIC, the premier fashion industry trade show, with an “Ultrasuede Lounge” showcasing the full range of products made with Ultrasuede. In September, TUA will create a comparable environment at High Point, the furniture industry's foremost event. And TUA is also looking into developing a luxury private-label finished goods line.

Says McLaughlin, “Ultrasuede is the rare luxury lifestyle brand that consumers experience 24 hours a day, from the clothes they wear to the transportation they take to the furniture they sit on. By introducing a recognizable symbol of the brand, we are driving home this point and recapturing the equity that Ultrasuede deserves. We fully expect that our current customers, future customers and consumers themselves will seek out the Ultrasuede 'U' as a guarantee of superior quality.”

Toray Ultrasuede (America) Inc

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