;
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

CPTPP comes to Vietnam Jan 14 with benefits, challenges

Apparel/Garments | On 23rd Jan 2019

CPTPP comes to Vietnam Jan 14 with benefits, challenges

The Comprehensive and Progressive Agreement for Trans-Pacific...

USTR aims for more balanced trade in US-EU trade talks

Textiles | On 23rd Jan 2019

USTR aims for more balanced trade in US-EU trade talks

In negotiations for a trade agreement with the European Union (EU),...

Pakistan's textile exports stable in H1 FY18

Textiles | On 23rd Jan 2019

Pakistan's textile exports stable in H1 FY18

The value of textile and garment exports from Pakistan remained...

Interviews View All

Karan Toshniwal, Orange O Tec

Karan Toshniwal
Orange O Tec

Contemporary industry is paying more and more attention to the...

Top executives, Machinery Company

Top executives
Machinery Company

We will promote latest technologies at ITMA Barcelona

Stefan Warnaar, Peak to Plateau

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Tom,

Tom

<div>Inkbank is a leading supplier of inkjet inks and inkjet printing...

Luciano Sardini,

Luciano Sardini

A consolidated reality in Italy and internationally, IMA Spa is well-known ...

N Nithyanandan,

N Nithyanandan

Incorporated in 1999, Purani Textiless Private Limited is one of the...

Mr Ambrose Chan, DSG International (Thailand) PLC

Mr Ambrose Chan
DSG International (Thailand) PLC

Eric Scholler, Groz-Beckert

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Pierre Wiertz, EDANA

Pierre Wiertz
EDANA

Pierre Wiertz talks about the vast world of sustainable nonwovens and...

Robert Brunner, Devereux

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Sonam & Paras Modi, SVA

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Pranav Mishra, Huemn

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

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

Leave your Comments


January 2019

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search