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TRANSCRIPT
30.04.2018 - 1 www.lenzing.com
A brand new approach
in textile
TENCEL™
Unlock the potential 天絲™品牌解鎖潛力
30.04.2018 - 2 www.lenzing.com
Why we change our brand strategy 為什麼我們要改變品牌策略
Create Brand Preference
and Pull
建立品牌偏好及拉式策略
Simplify and
Clarify our Portfolio
簡化並釐清我們的品牌組合
Strengthen our
Trade marks
強化我們的商標
• Consumer focus 專注在消費者
• Strategy: from B2B to B2B2C 策略: 從企業到企業,到企業到企業到消費者
• Rising competition in specialty 專業競爭日趨激烈
• Demands meets capacity growth需求達到產能的成長
• Maintain premium price 維持溢價
• Brand ≠ Fiber type 品牌 ≠ 纖維類型
• Focus, focus, focus 聚焦重點
• 134 TM families 134 商標家族
• Clear promise for consumers
• 給消費者明確的承諾
• Less and stronger 少即是強大
• More countries 更多國家
• More classes 更多類別
• Proper Use 合適的最終用途
• Protect & defend 保護 & 捍衛
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• Brand Architecture Simplified, Connected, Future proof
• Brand Promise Relevant, Differentiating, Ownable
• Visual Identity Target group oriented
• Branding System E-Lenzing, (Co-) Branding Guidelines
• Brand Activation 3 Pillars: Brand Coop, Digital, PR/Media,
• System Implementation SAP, MDM, Bale labels, Reporting
How we change our brand strategy 如何改變
品牌架構
SAP,MDM,Bale 標籤,報告
簡化,連接,面向未來
相關,區別,可持續
目標群導向
電子品牌服務 & 品牌合作指引
品牌合作,電字/公關媒體
品牌承諾
視覺識別系統
品牌服務
品牌實施
系統實施
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A brand revolution 一場品牌革命
B2B B2ME
By elevating the new TENCEL™ brand beyond fiber types and product characteristics, our messages will focus on emotional drivers of consumer needs
通過新TENCEL™天絲™品牌, 超越產品驅動的特點,我們的信息將專注於消費者的需求,情感驅動策略
Repositioning TENCEL™ for the future 為未來重新定位
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a brand that meets the changing customer buying habits – head on 滿足不斷變化的客戶購買習慣
Insight driven strategy 以洞察驅動策略
one dedicated
premium
textile brand
strong
consumer
focus brand
promise
唯一專屬的高檔品牌 以消費者需求為中心 品牌承諾
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• Gentle to the skin
• Feels natural
• Used by brands you trust
• More comfortable
• Sign of high quality
• Environmentally friendly
Key drivers
TENCEL™ fibers are the ingredient of choice for mills, designers and brands focused on a better approach to comfort.
Born from nature with a silky-soft texture, TENCEL™ unveils a new standard of conscious fashion and interiors.
A touch of TENCEL™ is as good as it makes you feel.
TENCEL™天絲™品牌纖維是專注於天然舒適的工廠、設計師和品牌商樂於選擇的成分。取材於大自然,具有絲般柔軟觸感的TENCEL™
天絲™纤维定义了生态环保和自然舒适的新标准。 TENCEL™天絲™纤
维的触感正如您所感觉到的舒适良好。
Story
Apparel & Home: TENCEL™ 品牌如何創造
Comfortable
Confident
Clear Conscience
Botanic Ingredients
Environmentally friendly
Core Positioning
Feel good with a natural touch
Softer
Stronger
Smoother
Longer lasting
Luxurious
Brand Identity 品牌識別系統
親和肌膚 感覺自然 可以信任 更舒适 高質量 環保
自然觸感帶來舒適體驗
關鍵驅動因素 核心定位
品牌故事
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What TENCEL™ brand stands for TENCEL™品牌代表什麼
leaf & color:
natural
fingerprint:
touch + eco-friendly
feel good with a natural touch, comfort
relaxation, confidence, freedom
botanic origin, doing the right thing
preferred brand
strong brand
human, emotional,
B2B to B2ME
首選品牌, 強勢, 人性化,情感化,B2B到B2ME
葉子和顏色:自然 指紋:觸感+環保
自然觸感帶來舒適體驗,自信,自由, 植物來源,為环保做正確的事情
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Our new brand architecture 品牌架構
For Textile
B2C Specialties
For Nonwovens
B2C Specialties For Industrial & Textile
Core
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Brand architecture: textile value chain 品牌架構:紡織價值鏈
Brand TENCEL™ TENCEL™
Branded Offer 品牌方案
TENCEL™ Lyocell TENCEL™ Modal TENCEL™ 萊賽爾 TENCEL™ 莫代爾
TENCEL™ TENCEL™ Denim TENCEL™ Intimate TENCEL™ Active TENCEL™ Home TENCEL™ Luxe
Technology
技術 REFIBRA™ Eco Soft Eco Filament Eco Color Micro
REFIBRA™ Eco Soft Eco Color Micro Eco Filament
Fiber Type
纖維類別 Filament
長纖
LENZING™ Lyocell LENZING™ Lyocell Micro/~ LF/~ A100 LENZING™ Lyocell A100 / A200 LENZING™ Lyocell LF LENZING™ Lyocell Fill LENZING™ Lyocell RB LENZING™ Lyocell Powder LENZING™ Lyocell Filament
LENZING™ Modal LENZING™ Modal Micro / Modal Micro AIR LENZING™ Modal Loft LENZING™ Modal Black / Color
TENCEL™ Lyocell TENCEL™ Modal TENCEL™ 萊賽爾 TENCEL™ 莫代爾
Process
生產流程 Lyocell Modal
Lyocell Modal
Fabric producer
布料廠
Garment maker
成衣廠
Brand
品牌
Consumer
消費者
Retail
零售
Spinner Yarnmaker
紡紗廠
B2B B2C
TENCEL™
TENCEL™ 牛仔系列 TENCEL™ 運動系列 TENCEL™ 親膚系列
TENCEL™ 家居系列 TENCEL™ Luxe系列
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TENCEL™ “feels so right” 天絲™ “feels so right”
TENCEL™ branded cellulosic
fibers of botanic origin define
a new standard of sustainability
and natural comfort for you.
TENCEL™品牌的纖維素纖維,植物生態的來源為您定義了一個新的可持續發展和自然舒適標準。
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Known for their high tenacity profile, TENCEL™
cellulosic fibers derived from renewable wood
sources are revolutionizing the textile industry,
offering long-lasting comfort to fabrics with an
exquisitely soft handfeel.
以其高韌性而聞名的TENCEL™纖維素纖維源自可再生木材,為紡織業帶來革命性的變化,帶來持久舒適的手感。
from forest to fabric 從樹林到布料
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TENCEL™ branded offers tailored to consumers 天絲™品牌方案為消費者量身打造
TENCEL™
Luxe
feel the touch of conscious luxury
TENCEL™
Active
feel ready with
a touch of comfort
TENCEL™
Intimate
feel good with
a touch of softness
TENCEL™
Home
feel relaxed with a natural touch
TENCEL™
Denim
feel your best with
a touch of smoothness
TENCEL™
General
feels so right,
naturally
天絲™ General
天絲™ 牛仔系列
天絲™ 貼身系列
天絲™ 運動系列
天絲™ 家居系列
天絲™奢華系列
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Key benefits overview 主要優點概述
TENCEL™ Lyocell
天絲™ 萊賽爾
TENCEL™ Modal
天絲™ 莫代爾
branded offer 品牌服務 key benefit 主要優點
unf avorable for bacteria growth
thermal regulation
sheen smoothness strength
f eels cool and dry
drape enhanced breathability
closed loop process
gentle on skin
long-lasting sof tness
color retention
color v ibrancy
botanic origin
biodegradable
sustainable production
minimal static charge
contribute to perf ormance
可生物降解 植物來源
功能性 低靜電
可持續生產
色澤穩定 色彩鮮明 持久柔軟
閉合式生產工藝 垂墜感 透氣性更好 觸感乾爽 親和肌膚
光澤感 觸感滑順 纖維強力高 溫度調節 抑制細菌滋生
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Technology overview 技術概述
TENCEL™ Lyocell
天絲™ 萊賽爾
TENCEL™ Modal
天絲™ 莫代爾
REFIBRA™
Micro
Micro
Eco Soft Eco Color
branded offer 品牌服務 technology 技術
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your brand
情感上的優勢
功能上的優勢
環境可持續性
情感上的優勢
功能上的優勢
環境可持續性
解開潛能
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your brand
您的品牌
解開潛能
色彩鮮明
持久柔軟
垂墜感
透氣性更好
親和肌膚
纖維強力高
溫度調節
抑制細菌滋生
功能上的優勢
更有競爭性的商品 更有功能性的商品 進入新的商品範疇
更高的感知品質
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environmental
sustainability
環境可持續性
eco message
環保訊息
more competitive
products
更有競爭性的商品
higher perceived
quality
更高的感知品質
closed loop process
閉合式生產工藝
sustainable production
可持續生產
social responsibility
社會責任
botanic origin
植物來源
Biodegradable
可生物降解
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Unlocking the potential
your brand
您的品牌
解開潛能
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● eco-conscious consumers with a clear conscience 重視環保的消費者有著明確的環保意識
● natural confidence from fabric softness and gentleness to skin
adding a relaxed feeling 柔軟親膚的布料接觸皮膚增添輕鬆的感
覺帶來自信
● confidence that the drape and fit of the garment looks good
and fits well 垂墜合身的服裝看起來很棒的自信
your brand
您的品牌
情感上的優勢
強烈且貼近消費者的情感連結 更有競爭性且情感訴求的賣點
解開潛能
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your brand TENCEL™ General
天絲™ 常規系列
your brand
您的品牌
Versatile TENCEL™ Lyocell and
Modal fibers of botanic origin define
a new standard of sustainability and
natural comfort for your brand
多用途的天絲™萊賽爾和莫代爾纖維源
於植物生態,為您的品牌定義了可持續發展和自然舒適的新標準
key benefits
主要優點
strength
enhanced breathability
color retention
f eels cool and dry
long-lasting sof tness
REFIBRA™ Micro
Eco Sof t Eco Color
botanic origin 植物來源
sustainable production 可持續生產
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Consumers’ demand 消費者的需求
a material used by brands you trust
is gentle on skin
is for people like you
confident made right choice
is more comfortable
feels natural
recommended by people / brands you trust
sign of high quality
environmentally friendly production
is soft to touch
absorbs moisture
human and approachable
3rd party certified
brands should be natural, relevant and have clear end-benefits
Source: Consumer Surveys, December 2016 (4206)
ran
ke
d b
y i
mp
ort
an
ce
親和肌膚
感覺自然
可以信任的品牌使用
更舒适
自信的
為你而做
高質量
由品牌推薦
環保
柔軟
吸汗
人性的
認證
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TENCEL™ activation overview 品牌實施概覽
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New swing tags overview 新吊牌
EXAMPLES FOR ILLUSTRATION ONLY
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TENCEL™ swing tag – design strategy 設計策略
EXAMPLES FOR ILLUSTRATION ONLY
level 2 - back
key message and icons
brand copy Explaining the branded offer and
fiber type
product highlight features iconography
QR linked to website
website
disclaimer
level 1 - front
branding
TENCEL™ logo
branded offer iconography
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TENCEL™ swing tag – general versions 新吊牌版本
General Versions (apparel/home applications) – Technology & claims corresponding to fiber types
EXAMPLES FOR ILLUSTRATION ONLY
LENZING™Fiber
Types:
GENERAL REFIBRA MICRO ECO SOFT ECO SOFT + MICRO ECO SOFT +
ECO COLOR
Lyocell, LF,
A100 / 200, Fill
Lyocell RB Lyocell Micro Modal Modal Micro / Air Modal Color / Black
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Swing tag – language versions 語言版本
European version (English + French, German, Italian,
Spanish, Portuguese, Turkish)歐洲版本 Asian version (English + Traditional/ Simplified Chinese,
Korean, Japanese)亞洲版本
EXAMPLES FOR ILLUSTRATION ONLY
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Swing Tag - language versions 語言版本
Asian Bilingual version (EN + S. Chin/ T. Chin/ Jap/ Kor)亞洲雙語版本:
EXAMPLES FOR ILLUSTRATION ONLY
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TENCEL™ POSM
Blister Pack Tent card Giant Hang Tag on Rack
EXAMPLES FOR ILLUSTRATION ONLY
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Brands partnering with TENCEL™ 合作品牌
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feels so right
Adding the benefits of TENCEL™
fibers to your own key selling
points brings your consumers the
best of both offerings, enhancing
the market appeal of your own
brand.
將TENCEL™的優勢添加到您自己的關鍵賣點中,可為您的消費者帶
來兩個品牌的優點,從而增強您自己品牌的市場吸引力。
30.04.2018 - 39 www.lenzing.com
E-Branding Service 蘭精電子品牌服務
Lenzing E-Branding Service
Feb/Mar 2018
Rollout of Lenzing E-Branding
Service f or Textile in English Chinese
https://brandingservice.lenzing.com
Release: Apr. 2018
Sy stem improvements on usability
and higher f unctionality
Mar. 2018
Customer interviews, redesign
f or new master brand
Further
releases
New product brands NW
Company
Certif ication
TENCEL luxe
Protective
Footwear
Languages Korean,
Japanese, Turkish
New product brands Ind.&
Prof .
Marketing License
Transcriptions
Proof of Use
…
Feb. – Mar. 2018
Af tercare support, implementation
of enhancements and improv ements
EXAMPLES FOR ILLUSTRATION ONLY
善後支持,實施增強和改進 客戶訪談,重新設計新主品牌 可用性和更高功能的系統改進
蘭精電子品牌推廣服務 (紡織用) - 英文中文介面
進一步將發布:
•不織布產品品牌
•公司認證
•天絲奢華
•防護服
•鞋
•增加韓文,日文,
•土耳其文
•新產品品牌.
•行銷授權
•抄錄
•使用證明
•等等
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Branding guidelines for customers 品牌通用指引
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use of brand logo & fiber name 使用品牌標識和纖維名稱 The Lenzing corporate logo must never appear in any materials from the across the value chain. However, you may refer to the following chart for the
various uses of the branded offers, technologies and fiber types.
Lenzing公司的標誌絕不能出現在價值鏈上的任何材料中。您可以參考下面的圖表,了解各種品牌服務,技術和纖維類型的用途。
For more information please refer to the Branding Guidelines available at http://brandingservice.lenzing.com
欲了解更多信息,請參閱我們的品牌指南: http://brandingservice.lenzing.com
Spinners
紡紗廠
fabric & garment
makers
布料 & 成衣廠
retailers/ brands
零售/品牌商
fiber type names
纖維類型
Certification
認證
brand license type
品牌使用許可類型
not available
不適用
fabric
certification
面料認證證明
Reference to the
fabric certification
number
參考面料認證編號
LENZING™ Fiber type:
General Terms and Conditions – Sales
LENZING™ 纖維品類:
一般條款 ‒ 銷售
branded offers
品牌方案
applicable claims
適用的宣傳渠道
logo lockup
對應 logo
LENZING™ +
Lenzing fiber type
LENZING™ +
蘭精纖維品類名
TENCEL™
generic
TENCEL™ + 學名
only TENCEL™ Marketing License available
僅提供TENCEL™品牌
市場推廣使用許可
TENCEL™ Product
License and TENCEL™ Marketing License
available
提供TENCEL™產品品牌使用許可以及TENCEL™品牌
市場推廣使用許可
TENCEL™ Generic Fiber type –
Lyocell / Modal –according to
care labeling law – no detailed
f iber type
TENCEL™ 纖維學名 –
萊賽爾 / 莫代爾 根據標籤法 –
沒有具體纖維品類
TENCEL™ Lyocell
TENCEL™ Modal
TENCEL™ 萊賽爾 TENCEL™ 末代爾
TENCEL™ Denim
TENCEL™ Active TENCEL™ Intimate
TENCEL™ Home
TENCEL™ 牛仔系列TENCEL™ 運動系列 TENCEL™ 親膚系列 TENCEL™ 家居系列
B2B
B2B2C
B2B
TENCEL™ product
brand logo (+ technology,
if applicable)
TENCEL™產品
品牌logo
(+ 技術,如適用)
TENCEL™ product brand logo (+ branded offer and technology,if applicable)
TENCEL™產品品牌logo
(+ 品牌方案和技術,如適用)
cu
sto
mer le
vel
required information
所需訊息
客戶層面
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Lenzing e-Branding service 蘭精電子品牌服務
● Registration 註冊 Register at https://brandingservice.lenzing.com with a Single User Account. Once the registration is approved, the applicant will receive login data by email within 2-4
workdays
到 https://brandingservice.lenzing.com 註冊,開立單用戶賬號,申請人的註冊批准後,蘭精會在2-4個工作天內以電子郵件發送登入方式。
● Get a Lenzing Certification 申請面料和產品的蘭精認證 Send your sample and Lenzing will carry out test methods and verify that the product composition meets the requirements of the Lenzing Certification Standards. A certification confirmation letter will be sent within approximately 14 working days after receipt of your sample. The Lenzing Certification Number is mandatory for
obtaining a Product License and ordering Swing Tickets and Stickers
填妥並提交網上申請表(必須用英文填寫)。印出樣品說明信,與樣品一併寄至指定的區域地址,蘭精會使用內部協議的測試方法,核實產品成份合符蘭精認證標準。
蘭精會在收到樣品後約14個工作天以電郵發送確認函到您註冊的電郵地址。 申請產品品牌使用許可和吊牌/貼紙必須提供蘭精認證號碼。
● Get a Product License for textile producers, garment makers, brand owners and retailers 紡織品生產商、服裝製造商、品牌所有人和零售商申請蘭精產品品牌使用許可 Get a valid Lenzing certification number from your producer. Use this number to apply online for a Product License. A license confirmation letter will be sent to the email address specified in your registration within approximately 14 working days and you will receive the Lenzing branding material to start designing your product with the
Lenzing Brand.
從生產者獲取有效的蘭精認證號碼。 使用此號碼在線上申請蘭精產品品牌使用許可。蘭精會在約14個工作天內以電郵發送許可確認函到您註冊的電郵地址,
您會收到所需的蘭精品牌材料,可以著手設計帶有蘭精品牌的產品。
● Get Swing Tickets and Stickers for retailers or brand owners 品牌所有人和零售商申請吊牌及貼紙 Get a valid Lenzing certification number from your producer. Use this number to apply online. A swing ticket confirmation letter will be sent to the email address specified in your registration within approximately 14 working days and you will receive the Lenzing branding material to start designing your product with the Lenzing Brand.
從生產者獲取有效的蘭精認證號碼。填妥並提交網上申請表,蘭精會在約14個工作天內以電郵發送吊牌確認函到您註冊的電郵地址,您會收到所需的蘭精品牌材料,
並開始使用蘭精品牌宣傳您的產品。
http://brandingservice.lenzing.com
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for your attention!
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appendix
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LENZING™ ECOVERO™
ECOVERO™, an eco-responsible viscose fiber is setting a new standard in Lenzing’s sustainability journey.
eco-responsible production
LENZING™ ECOVERO™ branded fibers offer customers eco-responsible viscose fibers with low environmental
impact based on three pillars.
• LENZING™ ECOVERO™ Viscose fibers are derived from sustainable wood and pulp, coming from certified
and controlled sources.
• LENZING™ ECOVERO™ fibers have been certified with the EU Ecolabel, a label of environmental excellence
and is awarded to products and services meeting high environmental standards throughout their life-cycle.
• LENZING™ ECOVERO™ fibers can be robustly identified in the final product.
marketing service for LENZING™ ECOVERO™ fibers
Lenzing offers an extensive marketing service package for LENZING™ ECOVERO™ fibers as part of Lenzing’s
Branding & Licensing Program.
30.04.2018 - 46 www.lenzing.com
use of brand logo & fiber name 使用品牌標識和纖維名稱 The Lenzing corporate logo must never appear in any materials from the across the value chain. However, you may refer to the following chart for the
various uses of the branded offers, technologies and fiber types.
Lenzing公司的標誌絕不能出現在價值鏈上的任何材料中。您可以參考下面的圖表,了解各種品牌服務,技術和纖維類型的用途。
For more information please refer to the Branding Guidelines available at http://brandingservice.lenzing.com
欲了解更多信息,請參閱我們的品牌指南: http://brandingservice.lenzing.com
Spinners
紡紗廠
fabric & garment
makers
布料 & 成衣廠
retailers/ brands
零售/品牌商
fiber type names
纖維類型
Certification
認證
brand license type
品牌使用許可類型
not available
不適用
fabric
certification
面料認證證明
Reference to the
fabric certification
number
參考面料認證編號
LENZING™ Fiber type:
General Terms and Conditions – Sales
LENZING™ 纖維品類:
一般條款 ‒ 銷售
branded offers
品牌方案
applicable claims
適用的宣傳渠道
logo lockup
對應 logo
LENZING™ +
Lenzing fiber type
LENZING™ +
蘭精纖維品類名
TENCEL™
generic
TENCEL™ + 學名
only TENCEL™ Marketing License available
僅提供TENCEL™品牌
市場推廣使用許可
TENCEL™ Product
License and TENCEL™ Marketing License
available
提供TENCEL™產品品牌使用許可以及TENCEL™品牌
市場推廣使用許可
TENCEL™ Generic Fiber type –
Lyocell / Modal –according to
care labeling law – no detailed
f iber type
TENCEL™ 纖維學名 –
萊賽爾 / 莫代爾 根據標籤法 –
沒有具體纖維品類
TENCEL™ Lyocell
TENCEL™ Modal
TENCEL™ 萊賽爾 TENCEL™ 末代爾
TENCEL™ Denim
TENCEL™ Active TENCEL™ Intimate
TENCEL™ Home
TENCEL™ 牛仔系列TENCEL™ 運動系列 TENCEL™ 親膚系列 TENCEL™ 家居系列
B2B
B2B2C
B2B
TENCEL™ product
brand logo (+ technology,
if applicable)
TENCEL™產品
品牌logo
(+ 技術,如適用)
TENCEL™ product brand logo (+ branded offer and technology,if applicable)
TENCEL™產品品牌logo
(+ 品牌方案和技術,如適用)
cu
sto
mer le
vel
required information
所需訊息
客戶層面
30.04.2018 - 47 www.lenzing.com
LENZING™ ECOVERO™
LENZING™
Viscose EV
LENZING™
環保粘膠
LENZING™
ECOVERO™
僅提供ECOVERO™品牌市場推廣使用許可
ECOVERO™
Product License
and ECOVERO™
Marketing License
available
提供ECOVERO™
產品品牌使用許可以及ECOVERO™
品牌市場推廣使用許可
B2B
B2B2C
B2B
cu
sto
mer le
vel
required information
所需訊息
branded offers
品牌方案
fiber type names
纖維類型
Certification
認證
brand license type
品牌使用許可類型
applicable claims
適用的宣傳渠道
Spinners
紡紗廠
fabric & garment
makers
布料 & 成衣廠
retailers/ brands
零售/品牌商
客戶層面
not available
不適用
fabric
certification
面料認證證明
Reference to the
fabric certification
number
參考面料認證編號