Laftech promotes fabric technology to Colombians
25/01/2013
The company decided it is the right moment to “promote the brand in a different way, and to teach people how to use technology”, according to marketing manager Andres Sierra Bernal.
He said: “People in South America don’t always know about the technologies in the fabrics – we want to educate people that if you exercise wearing garments with the proper technology, it will be better than choosing those without.”
The options are: recycled polyester made with PET bottles, UV protection, water resistant, moisture wicking, antimicrobial, waterproof, thermal and stretch.
Mr Sierra Bernal added that the aim is to make the brand as recognisable as Intel to consumers, so that “when people see Laftech in the label, they know there is technology inside the garment. Intel is the processor that makes the computer run faster; Laftech is the ingredient that makes the clothing work harder. We want to be the Intel of the textile world.”
The brand is seeking to expand outside its core markets of South America, the US and Canada.
Parent group Lafayette is a family owned company headquartered in Bogota. It employs 1,600 people at a 900,000 square foot production facility.
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