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Upgrades to Lenzing E-Branding Service

New tools provide smoother experience for users.

8th November 2022

Innovation in Textiles
 |  Lenzing, Austria

Clothing/​Footwear, Sustainable

A suite of new features is now available with Lenzing’s E-Branding Service platform for the Tencel, Ecovero and Veocel cellulosic fibre brands.

Users will be able to use the new features – including artwork approval, fibre blending quick check and onboarding – to enjoy a smoother experience and greater convenience, as well as promoting enhanced transparency across the value chain.

The new features complement existing services, such as fibre certification and applications for product licenses and branding materials.

“Since the introduction of the E-Branding Service in 2018, we have been on a mission to pioneer the digitalization of value chain management,” says Harold Weghorst, vice president of global marketing and branding at Lenzing AG. “With our latest upgrade, users can leverage the new artwork approval process to access licensed marketing or co-branding materials with a few clicks, and learn about our service offerings via a suite of comprehensive resources. While material verification during the production process is important, we will not stop there. We aim to extend such verification services to finished garments, enabling greater traceability along the value chain.”

As more consumers become aware of greenwashing, there is a growing need for brands and retailers to enhance descriptions of the sustainability elements in their products. Since 2017, the number of applications for fabric certifications, product licenses and swing-tickets in the E-Branding Service platform has grown exponentially. To address the growing need for co-branded marketing content, the artwork approval process was launched to ensure fast turnaround for artwork confirmations. With a structured online collection of approved artworks, users can access their artwork collection anytime, anywhere, and apply selected artwork for multiple license applications.

To ensure accurate labelling of product ingredients, fabric manufacturers can leverage the new fibre blending quick check tool to easily check whether the planned fibre blend of a specific fabric is in accordance with Lenzing’s certification standards. The tool can also verify the correct Lenzing fibre brand for each fibre type, which significantly helps retailers promote the final product among consumers. The tool can be found on the landing page of the platform, is accessible to all visitors and does not require registration.

To support the increasing number of users from different regions, the new onboarding tool features a series of step-by-step guides that advise users on how to use the platform’s features. The recently launched E-Branding Masterclass also enables users to expand their knowledge of the platform through live webinars and recorded self-study learning modules. The self-study learning modules are available in English with subtitles in 10 languages.  The E-Branding Masterclass is supplemented by the E-Branding Helpdesk service which provides users with live support from a dedicated team of specialists, creating a comprehensive knowledge sharing platform.


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