Toray Ultrasuede (America), Inc.
recently announced a major branding initiative
designed to raise the profile of
and differentiate the original luxury microfiber brand from the inferior
faux-suede fabrics currently on the market. The cornerstone of this
initiative is the introduction of an Ultrasuede certification mark
graphically bold single
that the company's customers in the
fashion, furniture and transportation industries will be required to
include on all finished goods. In addition, a quadruplicate execution
of the certification mark will accompany the classic Ultrasuede logo in
all communications from the company, and the
will also be used
by fabric wholesalers and retailers.
introduction of the certification mark is part of an ambitious new
program to build awareness for the Ultrasuede brand among consumers as
well as in each of TUA's key client industries. According to TUA
Executive Director Des McLaughlin,
When Ultrasuede launched in America,
it was the first and only microfiber fabric with the look and feel of
suede, but offering all of the advantages of modern technology
colors, breathability, ease of care and durability. Because of its
uniqueness, tremendous brand equity was built over time. But as
other superficially similar fabrics entered the marketplace, both
consumers and industry decision-makers became confused. Today, many
people think of Ultrasuede as the generic name for a category rather
than the category-leading brand it actually is.
counter this misconception, TUA is requiring manufacturers of finished
goods with a majority percentage of Ultrasuede to display the
certification mark on a label or hang tag. Given the wide range of
products that feature the fabric, consumers can expect to find the
on items ranging from fashion to footwear, accessories to
furniture, wall coverings to headliners of airplanes, yachts and motor
coaches. TUA customers who do not manufacture finished goods but
re-sell Ultrasuede fabric will be asked to use the
marketing materials, including color cards, ring sets, point-of-sale
materials and Web sites.
new certification mark is just one of many initiatives that TUA is
currently undertaking to enhance awareness of the Ultrasuede brand. In
February 2007, the company made its debut appearance at MAGIC, the
premier fashion industry trade show, with an
showcasing the full range of products made with Ultrasuede. In
September, TUA will create a comparable environment at High Point, the
furniture industry's foremost event. And TUA is also looking into
developing a luxury private-label finished goods line.
Ultrasuede is the rare
luxury lifestyle brand that consumers experience 24 hours a day, from
the clothes they wear to the transportation they take to the furniture
they sit on. By introducing a recognizable symbol of the brand, we are
driving home this point and recapturing the equity that Ultrasuede
deserves. We fully expect that our current customers, future customers
and consumers themselves will seek out the Ultrasuede
as a guarantee
of superior quality.
About Toray Ultrasuede (America), Inc.
TUA is a
subsidiary of Toray Industries, a $13 billion multinational company
which is the worldwide leader in advanced ultra-microfiber technology
and the inventor of the first ultra-microfiber. Ultrasuede is a
registered trademark of Toray Ultrasuede (America), Inc.
Learn more about Toray Ultrasuede