Lenzing moves to “reposition” Modal brand
26/11/2012
Like other Lenzing fibres, Modal is produced from pulp from beech trees. However, a new step in the production process, bleaching with oxygen, has led the Austrian firm to come up with a new name for its method of making the fibre. It will now use the term Edelweiss technology to describe the production process for Modal.
The company will now use the slogan ‘CO2-neutral softness by Edelweiss technology’ to market the fibre.
References to CO2-neutral come from a lifecycle analysis of Modal that the Unviersity of Utrecht carried for Lenzing in 2008.
“Lenzing Modal is much more than simply soft,”said marketing director, Andreas Dorner, at the time of the announcement. “We wish to pay tribute to this fact and reposition the brand. Expanding the fibre’s image from softness to eco-friendliness mirrors the changes in the demands from the marketplace. Today customers not only seek a high-quality product. They want to be sure that it was produced in a fair and eco-friendly way.”
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