TENCEL™ Unlock the potentialeventtaiwan.lenzing.com/fileadmin/template/pdf/... · 策略: 從企業到企業，到企業到企業到消費者 • Rising competition in specialty

30.04.2018 - 1 www.lenzing.com

A brand new approach

in textile

TENCEL™

Unlock the potential 天絲™品牌解鎖潛力


Why we change our brand strategy 為什麼我們要改變品牌策略

Create Brand Preference

and Pull

建立品牌偏好及拉式策略

Simplify and

Clarify our Portfolio

簡化並釐清我們的品牌組合

Strengthen our

Trade marks

強化我們的商標

• Consumer focus 專注在消費者

• Strategy: from B2B to B2B2C 策略: 從企業到企業，到企業到企業到消費者

• Rising competition in specialty 專業競爭日趨激烈

• Demands meets capacity growth需求達到產能的成長

• Maintain premium price 維持溢價

• Brand ≠ Fiber type 品牌 ≠ 纖維類型

• Focus, focus, focus 聚焦重點

• 134 TM families 134 商標家族

• Clear promise for consumers

• 給消費者明確的承諾

• Less and stronger 少即是強大

• More countries 更多國家

• More classes 更多類別

• Proper Use 合適的最終用途

• Protect & defend 保護 & 捍衛


• Brand Architecture Simplified, Connected, Future proof

• Brand Promise Relevant, Differentiating, Ownable

• Visual Identity Target group oriented

• Branding System E-Lenzing, (Co-) Branding Guidelines

• Brand Activation 3 Pillars: Brand Coop, Digital, PR/Media,

• System Implementation SAP, MDM, Bale labels, Reporting

How we change our brand strategy 如何改變

品牌架構

SAP，MDM，Bale 標籤，報告

簡化，連接，面向未來

相關，區別，可持續

目標群導向

電子品牌服務 & 品牌合作指引

品牌合作，電字/公關媒體

品牌承諾

視覺識別系統

品牌服務

品牌實施

系統實施


A brand revolution 一場品牌革命

B2B B2ME

By elevating the new TENCEL™ brand beyond fiber types and product characteristics, our messages will focus on emotional drivers of consumer needs

通過新TENCEL™天絲™品牌, 超越產品驅動的特點，我們的信息將專注於消費者的需求，情感驅動策略

Repositioning TENCEL™ for the future 為未來重新定位


a brand that meets the changing customer buying habits – head on 滿足不斷變化的客戶購買習慣

Insight driven strategy 以洞察驅動策略

one dedicated

premium

textile brand

strong

consumer

focus brand

promise

唯一專屬的高檔品牌以消費者需求為中心品牌承諾


• Gentle to the skin

• Feels natural

• Used by brands you trust

• More comfortable

• Sign of high quality

• Environmentally friendly

Key drivers

TENCEL™ fibers are the ingredient of choice for mills, designers and brands focused on a better approach to comfort.

Born from nature with a silky-soft texture, TENCEL™ unveils a new standard of conscious fashion and interiors.

A touch of TENCEL™ is as good as it makes you feel.

TENCEL™天絲™品牌纖維是專注於天然舒適的工廠、設計師和品牌商樂於選擇的成分。取材於大自然，具有絲般柔軟觸感的TENCEL™

天絲™纤维定义了生态环保和自然舒适的新标准。 TENCEL™天絲™纤

维的触感正如您所感觉到的舒适良好。

Story

Apparel & Home: TENCEL™ 品牌如何創造

Comfortable

Confident

Clear Conscience

Botanic Ingredients

Environmentally friendly

Core Positioning

Feel good with a natural touch

Softer

Stronger

Smoother

Longer lasting

Luxurious

Brand Identity 品牌識別系統

親和肌膚感覺自然可以信任更舒适高質量環保

自然觸感帶來舒適體驗

關鍵驅動因素核心定位

品牌故事


What TENCEL™ brand stands for TENCEL™品牌代表什麼

leaf & color:

natural

fingerprint:

touch + eco-friendly

feel good with a natural touch, comfort

relaxation, confidence, freedom

botanic origin, doing the right thing

preferred brand

strong brand

human, emotional,

B2B to B2ME

首選品牌, 強勢, 人性化，情感化，B2B到B2ME

葉子和顏色：自然指紋：觸感+環保

自然觸感帶來舒適體驗,自信，自由, 植物來源，為环保做正確的事情


Our new brand architecture 品牌架構

For Textile

B2C Specialties

For Nonwovens

B2C Specialties For Industrial & Textile

Core


Brand architecture: textile value chain 品牌架構：紡織價值鏈

Brand TENCEL™ TENCEL™

Branded Offer 品牌方案

TENCEL™ Lyocell TENCEL™ Modal TENCEL™ 萊賽爾 TENCEL™ 莫代爾

TENCEL™ TENCEL™ Denim TENCEL™ Intimate TENCEL™ Active TENCEL™ Home TENCEL™ Luxe

Technology

技術 REFIBRA™ Eco Soft Eco Filament Eco Color Micro

REFIBRA™ Eco Soft Eco Color Micro Eco Filament

Fiber Type

纖維類別 Filament

長纖

LENZING™ Lyocell LENZING™ Lyocell Micro/~ LF/~ A100 LENZING™ Lyocell A100 / A200 LENZING™ Lyocell LF LENZING™ Lyocell Fill LENZING™ Lyocell RB LENZING™ Lyocell Powder LENZING™ Lyocell Filament

LENZING™ Modal LENZING™ Modal Micro / Modal Micro AIR LENZING™ Modal Loft LENZING™ Modal Black / Color

TENCEL™ Lyocell TENCEL™ Modal TENCEL™ 萊賽爾 TENCEL™ 莫代爾

Process

生產流程 Lyocell Modal

Lyocell Modal

Fabric producer

布料廠

Garment maker

成衣廠

Brand

品牌

Consumer

消費者

Retail

零售

Spinner Yarnmaker

紡紗廠

B2B B2C

TENCEL™

TENCEL™ 牛仔系列 TENCEL™ 運動系列 TENCEL™ 親膚系列

TENCEL™ 家居系列 TENCEL™ Luxe系列


TENCEL™ “feels so right” 天絲™ “feels so right”

TENCEL™ branded cellulosic

fibers of botanic origin define

a new standard of sustainability

and natural comfort for you.

TENCEL™品牌的纖維素纖維，植物生態的來源為您定義了一個新的可持續發展和自然舒適標準。


Known for their high tenacity profile, TENCEL™

cellulosic fibers derived from renewable wood

sources are revolutionizing the textile industry,

offering long-lasting comfort to fabrics with an

exquisitely soft handfeel.

以其高韌性而聞名的TENCEL™纖維素纖維源自可再生木材，為紡織業帶來革命性的變化，帶來持久舒適的手感。

from forest to fabric 從樹林到布料


TENCEL™ branded offers tailored to consumers 天絲™品牌方案為消費者量身打造

TENCEL™

Luxe

feel the touch of conscious luxury

TENCEL™

Active

feel ready with

a touch of comfort

TENCEL™

Intimate

feel good with

a touch of softness

TENCEL™

Home

feel relaxed with a natural touch

TENCEL™

Denim

feel your best with

a touch of smoothness

TENCEL™

General

feels so right,

naturally

天絲™ General

天絲™ 牛仔系列

天絲™ 貼身系列

天絲™ 運動系列

天絲™ 家居系列

天絲™奢華系列


Key benefits overview 主要優點概述

TENCEL™ Lyocell

天絲™ 萊賽爾

TENCEL™ Modal

天絲™ 莫代爾

branded offer 品牌服務 key benefit 主要優點

unf avorable for bacteria growth

thermal regulation

sheen smoothness strength

f eels cool and dry

drape enhanced breathability

closed loop process

gentle on skin

long-lasting sof tness

color retention

color v ibrancy

botanic origin

biodegradable

sustainable production

minimal static charge

contribute to perf ormance

可生物降解植物來源

功能性低靜電

可持續生產

色澤穩定色彩鮮明持久柔軟

閉合式生產工藝垂墜感透氣性更好觸感乾爽親和肌膚

光澤感觸感滑順纖維強力高溫度調節抑制細菌滋生


Technology overview 技術概述

TENCEL™ Lyocell

天絲™ 萊賽爾

TENCEL™ Modal

天絲™ 莫代爾

REFIBRA™

Micro

Micro

Eco Soft Eco Color

branded offer 品牌服務 technology 技術

30.04.2018 - 17 www.lenzing.com 30.04.2018 - 17

your brand

情感上的優勢

功能上的優勢

環境可持續性

情感上的優勢

功能上的優勢

環境可持續性

解開潛能

30.04.2018 - 18 www.lenzing.com 30.04.2018 - 18

your brand

您的品牌

解開潛能

色彩鮮明

持久柔軟

垂墜感

透氣性更好

親和肌膚

纖維強力高

溫度調節

抑制細菌滋生

功能上的優勢

更有競爭性的商品更有功能性的商品進入新的商品範疇

更高的感知品質


environmental

sustainability

環境可持續性

eco message

環保訊息

more competitive

products

更有競爭性的商品

higher perceived

quality

更高的感知品質

closed loop process

閉合式生產工藝

sustainable production

可持續生產

social responsibility

社會責任

botanic origin

植物來源

Biodegradable

可生物降解

30.04.2018 - 19

Unlocking the potential

your brand

您的品牌

解開潛能

30.04.2018 - 20 www.lenzing.com 30.04.2018 - 20

● eco-conscious consumers with a clear conscience 重視環保的消費者有著明確的環保意識

● natural confidence from fabric softness and gentleness to skin

adding a relaxed feeling 柔軟親膚的布料接觸皮膚增添輕鬆的感

覺帶來自信

● confidence that the drape and fit of the garment looks good

and fits well 垂墜合身的服裝看起來很棒的自信

your brand

您的品牌

情感上的優勢

強烈且貼近消費者的情感連結更有競爭性且情感訴求的賣點

解開潛能


your brand TENCEL™ General

天絲™ 常規系列

your brand

您的品牌

Versatile TENCEL™ Lyocell and

Modal fibers of botanic origin define

a new standard of sustainability and

natural comfort for your brand

多用途的天絲™萊賽爾和莫代爾纖維源

於植物生態，為您的品牌定義了可持續發展和自然舒適的新標準

key benefits

主要優點

strength

enhanced breathability

color retention

f eels cool and dry

long-lasting sof tness

REFIBRA™ Micro

Eco Sof t Eco Color

botanic origin 植物來源

sustainable production 可持續生產


Consumers’ demand 消費者的需求

a material used by brands you trust

is gentle on skin

is for people like you

confident made right choice

is more comfortable

feels natural

recommended by people / brands you trust

sign of high quality

environmentally friendly production

is soft to touch

absorbs moisture

human and approachable

3rd party certified

brands should be natural, relevant and have clear end-benefits

Source: Consumer Surveys, December 2016 (4206)

ran

ke

d b

y i

mp

ort

an

ce

親和肌膚

感覺自然

可以信任的品牌使用

更舒适

自信的

為你而做

高質量

由品牌推薦

環保

柔軟

吸汗

人性的

認證


TENCEL™ activation overview 品牌實施概覽


New swing tags overview 新吊牌

EXAMPLES FOR ILLUSTRATION ONLY


TENCEL™ swing tag – design strategy 設計策略


level 2 - back

key message and icons

brand copy Explaining the branded offer and

fiber type

product highlight features iconography

QR linked to website

website

disclaimer

level 1 - front

branding

TENCEL™ logo

branded offer iconography


TENCEL™ swing tag – general versions 新吊牌版本

General Versions (apparel/home applications) – Technology & claims corresponding to fiber types


LENZING™Fiber

Types:

GENERAL REFIBRA MICRO ECO SOFT ECO SOFT + MICRO ECO SOFT +

ECO COLOR

Lyocell, LF,

A100 / 200, Fill

Lyocell RB Lyocell Micro Modal Modal Micro / Air Modal Color / Black


Swing tag – language versions 語言版本

European version (English + French, German, Italian,

Spanish, Portuguese, Turkish)歐洲版本 Asian version (English + Traditional/ Simplified Chinese,

Korean, Japanese)亞洲版本



Swing Tag - language versions 語言版本

Asian Bilingual version (EN + S. Chin/ T. Chin/ Jap/ Kor)亞洲雙語版本:



TENCEL™ POSM

Blister Pack Tent card Giant Hang Tag on Rack



Brands partnering with TENCEL™ 合作品牌








feels so right

Adding the benefits of TENCEL™

fibers to your own key selling

points brings your consumers the

best of both offerings, enhancing

the market appeal of your own

brand.

將TENCEL™的優勢添加到您自己的關鍵賣點中，可為您的消費者帶

來兩個品牌的優點，從而增強您自己品牌的市場吸引力。


E-Branding Service 蘭精電子品牌服務

Lenzing E-Branding Service

Feb/Mar 2018

Rollout of Lenzing E-Branding

Service f or Textile in English Chinese

https://brandingservice.lenzing.com

Release: Apr. 2018

Sy stem improvements on usability

and higher f unctionality

Mar. 2018

Customer interviews, redesign

f or new master brand

Further

releases

New product brands NW

Company

Certif ication

TENCEL luxe

Protective

Footwear

Languages Korean,

Japanese, Turkish

New product brands Ind.&

Prof .

Marketing License

Transcriptions

Proof of Use

…

Feb. – Mar. 2018

Af tercare support, implementation

of enhancements and improv ements


善後支持，實施增強和改進客戶訪談，重新設計新主品牌可用性和更高功能的系統改進

蘭精電子品牌推廣服務 (紡織用) - 英文中文介面

進一步將發布:

•不織布產品品牌

•公司認證

•天絲奢華

•防護服

•鞋

•增加韓文，日文，

•土耳其文

•新產品品牌.

•行銷授權

•抄錄

•使用證明

•等等

https://brandingservice.lenzing.com/


Branding guidelines for customers 品牌通用指引


use of brand logo & fiber name 使用品牌標識和纖維名稱 The Lenzing corporate logo must never appear in any materials from the across the value chain. However, you may refer to the following chart for the

various uses of the branded offers, technologies and fiber types.

Lenzing公司的標誌絕不能出現在價值鏈上的任何材料中。您可以參考下面的圖表，了解各種品牌服務，技術和纖維類型的用途。

For more information please refer to the Branding Guidelines available at http://brandingservice.lenzing.com

欲了解更多信息，請參閱我們的品牌指南: http://brandingservice.lenzing.com

Spinners

紡紗廠

fabric & garment

makers

布料 & 成衣廠

retailers/ brands

零售/品牌商

fiber type names

纖維類型

Certification

認證

brand license type

品牌使用許可類型

not available

不適用

fabric

certification

面料認證證明

Reference to the

fabric certification

number

參考面料認證編號

LENZING™ Fiber type:

General Terms and Conditions – Sales

LENZING™ 纖維品類:

一般條款 ‒ 銷售

branded offers

品牌方案

applicable claims

適用的宣傳渠道

logo lockup

對應 logo

LENZING™ +

Lenzing fiber type

LENZING™ +

蘭精纖維品類名

TENCEL™

generic

TENCEL™ + 學名

only TENCEL™ Marketing License available

僅提供TENCEL™品牌

市場推廣使用許可

TENCEL™ Product

License and TENCEL™ Marketing License

available

提供TENCEL™產品品牌使用許可以及TENCEL™品牌


TENCEL™ Generic Fiber type –

Lyocell / Modal –according to

care labeling law – no detailed

f iber type

TENCEL™ 纖維學名 –

萊賽爾 / 莫代爾根據標籤法 –

沒有具體纖維品類

TENCEL™ Lyocell

TENCEL™ Modal

TENCEL™ 萊賽爾 TENCEL™ 末代爾

TENCEL™ Denim

TENCEL™ Active TENCEL™ Intimate

TENCEL™ Home

TENCEL™ 牛仔系列TENCEL™ 運動系列 TENCEL™ 親膚系列 TENCEL™ 家居系列

B2B

B2B2C

B2B

TENCEL™ product

brand logo (+ technology,

if applicable)

TENCEL™產品

品牌logo

(+ 技術，如適用)

TENCEL™ product brand logo (+ branded offer and technology,if applicable)

TENCEL™產品品牌logo

（+ 品牌方案和技術，如適用）

cu

sto

mer le

vel

required information

所需訊息

客戶層面

http://brandingservice.lenzing.com/


Lenzing e-Branding service 蘭精電子品牌服務

● Registration 註冊 Register at https://brandingservice.lenzing.com with a Single User Account. Once the registration is approved, the applicant will receive login data by email within 2-4

workdays

到 https://brandingservice.lenzing.com 註冊，開立單用戶賬號，申請人的註冊批准後，蘭精會在2-4個工作天內以電子郵件發送登入方式。

● Get a Lenzing Certification 申請面料和產品的蘭精認證 Send your sample and Lenzing will carry out test methods and verify that the product composition meets the requirements of the Lenzing Certification Standards. A certification confirmation letter will be sent within approximately 14 working days after receipt of your sample. The Lenzing Certification Number is mandatory for

obtaining a Product License and ordering Swing Tickets and Stickers

填妥並提交網上申請表(必須用英文填寫)。印出樣品說明信，與樣品一併寄至指定的區域地址，蘭精會使用內部協議的測試方法，核實產品成份合符蘭精認證標準。

蘭精會在收到樣品後約14個工作天以電郵發送確認函到您註冊的電郵地址。申請產品品牌使用許可和吊牌/貼紙必須提供蘭精認證號碼。

● Get a Product License for textile producers, garment makers, brand owners and retailers 紡織品生產商、服裝製造商、品牌所有人和零售商申請蘭精產品品牌使用許可 Get a valid Lenzing certification number from your producer. Use this number to apply online for a Product License. A license confirmation letter will be sent to the email address specified in your registration within approximately 14 working days and you will receive the Lenzing branding material to start designing your product with the

Lenzing Brand.

從生產者獲取有效的蘭精認證號碼。使用此號碼在線上申請蘭精產品品牌使用許可。蘭精會在約14個工作天內以電郵發送許可確認函到您註冊的電郵地址，

您會收到所需的蘭精品牌材料，可以著手設計帶有蘭精品牌的產品。

● Get Swing Tickets and Stickers for retailers or brand owners 品牌所有人和零售商申請吊牌及貼紙 Get a valid Lenzing certification number from your producer. Use this number to apply online. A swing ticket confirmation letter will be sent to the email address specified in your registration within approximately 14 working days and you will receive the Lenzing branding material to start designing your product with the Lenzing Brand.

從生產者獲取有效的蘭精認證號碼。填妥並提交網上申請表，蘭精會在約14個工作天內以電郵發送吊牌確認函到您註冊的電郵地址，您會收到所需的蘭精品牌材料，

並開始使用蘭精品牌宣傳您的產品。

http://brandingservice.lenzing.com


for your attention!


appendix


LENZING™ ECOVERO™

ECOVERO™, an eco-responsible viscose fiber is setting a new standard in Lenzing’s sustainability journey.

eco-responsible production

LENZING™ ECOVERO™ branded fibers offer customers eco-responsible viscose fibers with low environmental

impact based on three pillars.

• LENZING™ ECOVERO™ Viscose fibers are derived from sustainable wood and pulp, coming from certified

and controlled sources.

• LENZING™ ECOVERO™ fibers have been certified with the EU Ecolabel, a label of environmental excellence

and is awarded to products and services meeting high environmental standards throughout their life-cycle.

• LENZING™ ECOVERO™ fibers can be robustly identified in the final product.

marketing service for LENZING™ ECOVERO™ fibers

Lenzing offers an extensive marketing service package for LENZING™ ECOVERO™ fibers as part of Lenzing’s

Branding & Licensing Program.


use of brand logo & fiber name 使用品牌標識和纖維名稱 The Lenzing corporate logo must never appear in any materials from the across the value chain. However, you may refer to the following chart for the

various uses of the branded offers, technologies and fiber types.

Lenzing公司的標誌絕不能出現在價值鏈上的任何材料中。您可以參考下面的圖表，了解各種品牌服務，技術和纖維類型的用途。

For more information please refer to the Branding Guidelines available at http://brandingservice.lenzing.com

欲了解更多信息，請參閱我們的品牌指南: http://brandingservice.lenzing.com

Spinners

紡紗廠

fabric & garment

makers

布料 & 成衣廠

retailers/ brands

零售/品牌商

fiber type names

纖維類型

Certification

認證

brand license type


not available

不適用

fabric

certification

面料認證證明

Reference to the


number


LENZING™ Fiber type:

General Terms and Conditions – Sales

LENZING™ 纖維品類:

一般條款 ‒ 銷售

branded offers

品牌方案

applicable claims


logo lockup

對應 logo

LENZING™ +

Lenzing fiber type

LENZING™ +

蘭精纖維品類名

TENCEL™

generic

TENCEL™ + 學名

only TENCEL™ Marketing License available

僅提供TENCEL™品牌


TENCEL™ Product

License and TENCEL™ Marketing License

available

提供TENCEL™產品品牌使用許可以及TENCEL™品牌


TENCEL™ Generic Fiber type –

Lyocell / Modal –according to

care labeling law – no detailed

f iber type

TENCEL™ 纖維學名 –

萊賽爾 / 莫代爾根據標籤法 –

沒有具體纖維品類

TENCEL™ Lyocell

TENCEL™ Modal

TENCEL™ 萊賽爾 TENCEL™ 末代爾

TENCEL™ Denim

TENCEL™ Active TENCEL™ Intimate

TENCEL™ Home

TENCEL™ 牛仔系列TENCEL™ 運動系列 TENCEL™ 親膚系列 TENCEL™ 家居系列

B2B

B2B2C

B2B

TENCEL™ product

brand logo (+ technology,

if applicable)

TENCEL™產品

品牌logo

(+ 技術，如適用)

TENCEL™ product brand logo (+ branded offer and technology,if applicable)

TENCEL™產品品牌logo

（+ 品牌方案和技術，如適用）

cu

sto

mer le

vel


所需訊息

客戶層面

http://brandingservice.lenzing.com/


LENZING™ ECOVERO™

LENZING™

Viscose EV

LENZING™

環保粘膠

LENZING™

ECOVERO™

僅提供ECOVERO™品牌市場推廣使用許可

ECOVERO™

Product License

and ECOVERO™

Marketing License

available

提供ECOVERO™

產品品牌使用許可以及ECOVERO™

品牌市場推廣使用許可

B2B

B2B2C

B2B

cu

sto

mer le

vel


所需訊息

branded offers

品牌方案

fiber type names

纖維類型

Certification

認證

brand license type


applicable claims


Spinners

紡紗廠

fabric & garment

makers

布料 & 成衣廠

retailers/ brands

零售/品牌商

客戶層面

not available

不適用

fabric

certification

面料認證證明

Reference to the


number


TENCEL™ Unlock the potentialeventtaiwan.lenzing.com/fileadmin/template/pdf/... · 策略: 從企業到企業，到企業到企業 到消費者 • Rising competition in specialty

Documents

TENCEL™ Unlock the potentialeventtaiwan.lenzing.com/fileadmin/template/pdf/... · 策略: 從企業到企業，到企業到企業到消費者 • Rising competition in specialty