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Nielsen research benchmarks Lycra fibre brand value in turkey

10 Feb '09

3 min read

INVISTA, one of the largest elastane and nylon producers in the world and owner of many leading brands including the LYCRA fibre brand, shares key findings following an in-depth research it commissioned The Nielsen Company to conduct among 43 weavers and knitters in Turkey.

As a market leader, INVISTA recognises the importance of benchmarking in order to ensure that it has a comprehensive understanding of the industry and is offering a value-added service to its customers.

The survey1 indicated that INVISTA is regarded as an industry leader in Turkey in many areas. Customers surveyed that use LYCRA fibre gave it particularly high marks compared to other competing fibres in the survey:

• LYCRA fibre brand offers the best value in use (mean score 4.44/5)
• LYCRA fibre brand possesses the best technical support (mean score 4/5)2
• LYCRA fibre brand has the most reliable supply (mean score 4.27/5) 2
• LYCRA fibre brand is the first and most frequently recognised elastane brand (total brand awareness of 95%)

The survey1 also measured the key value drivers of weavers and knitters in Turkey, including product value-in-use, technical support, supply reliability and innovation. When measuring overall industry satisfaction, the following results come to light:

• Mills surveyed are very satisfied with the value-in-use and supply reliability of elastane fibre.
- 92% are satisfied with value-in-use of their chosen elastane fibre
- 87% are satisfied with the reliability of supply from their elastane fibre supplier

• Opportunity for industry improvement was revealed in the area of technical support and innovation among mills surveyed.
- 75% are satisfied with the technical support they receive from their fibre suppliers
- 75% are satisfied with the innovation provided by their elastane supplier

Ms. Ebru Pirinccioglu, Country Manager for Turkey at INVISTA, said, "This in-depth research has allowed us to pinpoint what is most important to our key mills and direct customers in Turkey. The results show that many Turkish textile industry players trust the INVISTA brands for their business needs and we very much look forward to continuing working closely with our customers to continuously improve our services and exceed their expectations."

Bruce Rowley, Global Brand & Communications Director, from INVISTA says, "We always want to learn more about our customers and how we can deliver more value for them; this research is a testament to this fact. We are very pleased with the outcome of the survey and we are looking forward to drive further awareness of the INVISTA business."

INVISTA has been operating for over 15 years with sales and technical services in Turkey.

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