Austrian textile company Lenzing launches electronic communication platform Tencel e-shop

Austrian leader in sustainable specialty fibers Tencel, the flagship textile brand of the Lenzing Group, has unveiled the Tencel online store, the first-ever e-commerce channel created by a producer of sustainable fibers. The online store bridges the gap between manufacturers and the end consumer by offering a diverse mix of Tencel-branded fiber clothing and home items.

This debut marks a new step in Lenzing’s ongoing digitization and its mission to educate and encourage consumers to make informed purchases. With the online store, the Tencel brand will provide consumers with a trusted source to make sustainable purchases with ease.

“The pandemic has been a catalyst that has accelerated the industry’s transformation towards a digital presence and greater sustainability,” said Harold Weghorst, vice president of global marketing and branding at Lenzing, in a Press release. “Consumers choose to shop from the comfort of their own homes. Many are also rethinking what they really need and looking for sustainable alternatives, where appropriate. This is where the new Tencel online store comes in. It not only offers consumers a unique opportunity to find sustainable fashion and home textiles from different brands on one platform, but also allows them to learn how the raw materials used in their products are made. We are excited to launch the online store with well-known fashion brands and provide consumers with an easy way to source eco-friendly products.

Showcasing more than 200 products made from Tencel-branded lyocell and modal fibers on the online store, the Tencel brand leverages its solid base of partnerships to expand its textile offering to multiple segments, from denim to footwear. and sportswear. The online store is available on Tencel’s English website and caters to an audience from different parts of the world. Presenting a mix of international brands, the e-shop aims to bring about a paradigm shift towards eco-responsible production and eco-responsible consumption of fashion items and home textiles. Lenzing will continue to expand its brand partnerships with the goal of tripling the number of products on the Tencel online store by the end of 2021.

“We are excited to diversify our services and provide brands and retailers with a single platform that connects directly to environmentally conscious buyers,” said Florian Heubrandner, vice president of global textiles activities at Lenzing AG. “As we continue to develop more sustainable textile solutions, we hope this new e-commerce channel will become one of the primary consumer engagement channels of our brand partners. We also hope that consumers will benefit from a new one-stop-shop platform that is not only convenient to use, but also enables them to make informed purchases of sustainable clothing and home textiles products. “

Since the introduction of the Tencel brand in 2018, Lenzing has advocated for the digitization of the textile industry through a number of initiatives, including the introduction of a unique e-branding and licensing system, digital educational toolkits for retailers, traceability platform as well as a presence on various social media platforms.

As part of the “digital first” strategy of the Tencel brand, Lenzing has several digital initiatives in the works, including the revitalization of Tencel’s “#MakeItFeelRight” campaign, the launch of the Pinterest page for consumers and the LinkedIn group for retail, factory, and non-government partner organizations. Each digital program serves to raise awareness and provide tools to protect the environment, and Lenzing is committed to empowering end consumers and accelerating the transformation towards a more sustainable society and economy. Such efforts have pivoted the growth strategy of the Tencel brand to adopt a “digital first” approach throughout the industry supply chain and among consumers.

“We have closely followed the digitization of the textile industry since the launch of the Tencel brand. Even before the pandemic, we saw exponential growth in consumer dynamics on digital platforms. Take our Tencel branded website, for example, we’ve seen an almost 50% increase in traffic over the past year. The number of engagements on our social pages also saw an increase of 870 percent. Consumers are proactively looking for ways to make more informed purchases, and we hope that with the launch of the online store, along with our exciting consumer programs, we can provide a unique platform for consumers to adopt the sustainability every day, ”Weghorst said in The Release.

Fibre2Fashion Information Office (JL)

Austrian leader in sustainable specialty fibers Tencel, the flagship textile brand of the Lenzing Group, has unveiled the Tencel online store, the first-ever e-commerce channel created by a producer of sustainable fibers. The online store bridges the gap between manufacturers and the end consumer by offering a diverse mix of Tencel-branded fiber clothing and home items.


Source link

Leave a Reply

Your email address will not be published. Required fields are marked *