16 June 2009,
Wilmington, DE - To support the Coolmax fabric brand in Europe, Invista,
together with its European licensee Advansa, has recently commissioned a
comprehensive brand tracking survey and launched an advertising campaign across
Germany, France, Spain, Italy and the UK.
‘Keep your Cool, Max your Performance’ is the advertising
tagline which is set against strong, sport focused imagery highlighting the
attributes of Coolmax fabric. Launched in Autumn/Winter 2008, the campaign will
continue to run in key sportswear media, both print and online, throughout summer
2009.
Coolmax fabric features advanced wicking technology that is
specifically engineered with fibres that move moisture from the skin to the
surface of textiles, making it an important ingredient within sportswear and
activewear clothing. Invista says that, providing ultimate cooling and
evaporation benefits, Coolmax fabric gives paramount performance in extreme
conditions.
Invista and Advansa both recognise the importance of
tracking consumer insights in order to benchmark Invista’s wide portfolio of
powerful brands. A recent survey indicated that the Coolmax fabric brand has strong
brand equity with consumers that take part in physical activity. European
results (and UK results in brackets) show that:
·
84%
(97%) of respondents associate Coolmax fabric with the benefit ‘keeps me
cool’ – a higher score than other fabrics tested
·
93%
(94%) associate Coolmax fabric with the words ‘high quality’ and ‘comfortable’
- again a higher score than other fabrics tested
·
75%
(66%) would favour a garment with Coolmax fabric over an identical piece not
associated to the COOLMAX(R) fabric brand
Julien Born, Global Segment Director for Activewear, from Invista
said, “Our goal is to provide long-term value to our customers and through our
extensive brand tracking work, we are learning more about how we can improve
our product offering and services. We are delighted to discover that Coolmax
fabric, like the Lycra fibre brand, has a strong brand equity with consumers
and we look forward to developing this recognition even further.”
