INVISTA’s CORDURA® Brand Business Unveils The ‘Durability Experience’

New Interactive Website Feature Improves Online Relationship

WICHITA, KAN. - April 13, 2010 - INVISTA’s CORDURA® brand team announces the debut of its new interactive Durability Experience module at www.CORDURA.com.  The new Web site module allows end-users an enhanced online experience with the CORDURA® brand.  The added feature is an extension of the CORDURA® brand story, which continues to solidify the company’s commitment to consumers through its “Durable Fabrics for Durable People” campaign.

“We are excited to present this new interactive Web site module.  Whether you are a designer for a top brand or a consumer, this intuitive platform will be a great resource for learning about the wide variety of end-uses for CORDURA® fabrics,” said Cindy McNaull, global CORDURA® brand manager and marketing director.  “The module offers detail on product features and end-uses, providing a more customizable presentation of our entire product line.”

Module users can choose from seven durable characters ranging from: hiker, biker, hunter, traveler, worker, soldier, or even skateboarder.  The 3D feature allows users to rotate their choice of durable character for a 360-degree view of the clothing and gear, along with pop-ups that appear with additional product details and links.

The new Web site module also helps brand designers and specifiers overcome the challenge of locating products made with durable CORDURA® fabrics.  An interactive ‘mill finder’ is integrated with the new module, whereby customers may easily locate where they may be able to source INVISTA qualified CORDURA® fabrics across the globe – North and South America, Asia Pacific, Europe, North Africa and the Middle East. 

“We wanted to develop a tool that would continue to educate users on the versatility and accessibility of CORDURA® fabrics,” said Scott Piggott, director of interactive at Howard, Merrell & Partners, the brand’s agency of record tasked with developing the new Web portal. “In addition, this interactive module keeps end-users visually stimulated with vivid imagery and engaging animation when transitioning from one durable character to another.”

INVISTA’s CORDURA® brand team launched the worldwide premiere of the new online Durability Experience at this year’s Outdoor Retailer Winter Market in Salt Lake City, Utah.

About CORDURA® Brand

INVISTA’s CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable Fabrics™. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world’s leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word “CORDURA®” must be spelled out in all caps in and used with an ®, and it must be followed by the word “brand” or “fabric.”

To learn more about INVISTA’s CORDURA® brand, end-use products, and marketing tools please visit www.CORDURA.com. and follow us on Facebook, Twitter, and YouTube.

About INVISTA

INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications, a business presence in over 20 countries, INVISTA’s global businesses deliver exceptional value for their customers through technology innovations, market insights and a powerful portfolio of global trademarks including: ADI-PURE®, ANTRON®, AVORA®, C12™, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, DBE®, DYTEK®, FRESHFX™, LYCRA®, PERFORMA™, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVA®, TACTEL®, TACTESSE®, TERATE®, TERATHANE® and THERMOLITE®. More information on INVISTA can be found at www.INVISTA.com.