European sportspeople value Coolmax
To support the Coolmax fabric brand in Europe, Invista, together with its European licensee Advansa, recently commissioned a 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 runs with sports-focused imagery highlighting the attributes of Coolmax, such as wicking technology that is specifically engineered with fibres that move moisture from the skin to the surface of textiles. Launched in autumn 2008, the campaign will continue to run in key sportswear media, both print and online, including WSA, throughout summer 2009.
Invista and Advansa have said that the survey they carried out indicates that Coolmax registered "strong brand equity" with consumers that take part in physical activity. European results show that:
· 84% of respondents associate Coolmax fabric with the benefit ‘keeps me cool’, a higher score than other fabrics tested
· 93% associate the fabric with the words ‘high quality’ and ‘comfortable’, again a higher score than other fabrics tested
· 75% would favour a garment with Coolmax over an identical piece not associated to the brand.
Julien Born, global segment director for activewear at 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.”
