INVISTA’s CORDURA® Brand Introduces New Hangtag and Sew-In-Label Designs
Global Branding Effort Aimed to Reinforce Consumer Awareness
INVISTA’s CORDURA® brand team is excited to debut its newly designed hangtag and sew-in-label as part of its global branding effort to enhance and reinforce brand value. Designed to increase brand awareness among manufacturers and end-users, the new marketing tools communicate the durability benefits of products made with CORDURA® fabric.
“Our hangtags and sew-in-labels are the closest point of contact we have with our end-users. They serve as a very important assurance to consumers that they are choosing products made with genuine high performance CORDURA® fabrics that have been thoroughly tested and approved to our brand’s rigorous durability standards,” said Cindy McNaull, global CORDURA® brand manager.
Many factors were considered when creating the new CORDURA® brand hangtag and sew-in-label, both of which were designed in collaboration with Howard, Merrell & Partners, the Raleigh-based agency of record for the CORDURA® brand. With manufacturers, retailers and consumers in mind, the CORDURA® brand team set out to tailor complimentary hangtag and sew-in-label silhouettes. These marketing materials instill the brand’s universal brand promise of durability, versatility and reliability. These updated brand identifiers will also give manufacturers the ability to prominently showcase products constructed with best-in-class durable fabrics.
With regional versions for North and South America, Asia and Europe, the new hangtags will be translated in nine different languages, each with the universal message of the CORDURA® brand’s core values.
The CORDURA® brand hangtag and sew-in-label will be featured on qualifying products across the brand’s four main segments – outdoor, workwear, on-the-go and military, and were launched as part of the brand’s new image campaign that debuted in August, 2008. This campaign celebrates the durability of adventurers who, because of their lifestyles, hobbies or jobs, benefit from fabrics that are just as durable as they are. The campaign revolves around the tagline, “As long as the world is full of durable people, we’ll keep making durable fabrics™.” For more information on the CORDURA® brand and its wide array of durable fabric offerings, visit www.CORDURA.com.
