Pertex unveils new brand structure
13/12/2016
“The goal of the brand update was to condense our sub brands into a simpler and more meaningful new structure,” explained Steve Laycock, Pertex brand director. “This new structure will allow us to better communicate the specific features and benefits of each of our fabrics with consumers.”
The new structure consists of three key areas: insulation and wind fabrics, which will come under the Quantum brand; waterproof breathable fabrics, which will make up the Shield brand; and double weave fabrics, which Pertex will offer via the Equilibrium brand.
It has also renamed some of its most important fabric technologies. Its range of yarns that use diamond-shaped filament will be known as Diamondfuse; and those that use Y-shaped filaments will come under the name Yfuse.
As part of the brand update, Pertex is developing a new website and brand partner portal, which is expected to launch ahead of the Autumn/Winter 2017 season.
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