Lenzing E-Branding Service is a one-stop digital hub for our brand partners
Lenzing announced a suite of new features on its Lenzing E-Branding Service platform. The update is available across textile brands TENCEL, LENZING ECOVERO, as well as nonwovens brand VEOCEL. Users will be able to use the new features to enjoy a smoother experience and greater convenience, as well as enhanced transparency across the value chain. The new features also complement existing services, such as fibre certification, application for product licenses, and branding materials. Fibre2Fashion spoke to Harold Weghorst, Vice President of Global Marketing and Branding at Lenzing AG, to better understand Lenzing’s vision behind the E-Branding Service platform.
Which are the major products of Lenzing?
Headquartered in Austria, Lenzing is a provider of sustainably produced wood-based cellulosic fibres which are derived from sustainable wood sources and harvested from certified and controlled sources following the stringent guidelines of the Lenzing Wood and Pulp Policy.
For more than eight decades, we have been the driver of new fibre solutions and innovation, offering lyocell, modal and eco viscose fibres, as well as lyocell filament yarn to industries ranging from fashion and textile to nonwovens and industrial applications.
All of our wood-based cellulosic fibre products are certified as biodegradable and compostable under industrial, home, soil, fresh water and marine conditions.
As we continue to contribute to the adoption of sustainability practices across the industries we operate in, we have been pioneering the reduction of carbon footprint and environmental impact of our value chain partners, including the transformation of our business from a linear to a circular economy model.
What is the main difference between products offered under brands like TENCEL, LENZING, ECOVERO, and VEOCEL?
TENCEL and LENZING ECOVERO are product brands under the Lenzing Group that target at the global fashion and textile industries, while VEOCEL is the product brand that caters for the global nonwovens industry. LENZING is the brand that is targeted at technical and industrial solutions.
What is Lenzing E-branding Service? What is the company’s vision behind bringing this service to the global textile industry?
Lenzing E-Branding Service is a one-stop digital hub for our brand partners, covering features to apply for new licenses, monitor application status, and manage existing licenses. The Lenzing E-Branding Service unifies registration, application and approval in a state-of-the-art online system designed to eliminate the use of paper and reduce response times, with the aim to enhance efficiency by digitising workflow. The platform is also a portal for customer support, showcasing the latest branding guidelines and support for Lenzing’s product brand certified products.
Since the introduction of Lenzing E-Branding Service in 2018, our mission is to pioneer the digitalisation of value chain management with unprecedented transparency across the industry value chain. Through this one-stop portal that provides unprecedented transparency to users, we are supporting the traceability efforts of our customers and partners, from product raw materials to final products.
How does it help textile manufacturers?
As a pioneer of innovative technology and solutions for the textile industry, we have ingrained all TENCEL and LENZING ECOVERO branded fibres with Lenzing’s Fiber Identification technology. This technology enables our partners and brands to trace and verify their fibres along the value chain, guaranteeing authenticity from fibre to final product.
Through fibre certification and product licensing services offered by Lenzing’s E-Branding Service platform, value chain partners and brands are able to receive fibre certification, product licenses and marketing assets, such as swing tags, digital hangtags and other content, for products made of TENCEL branded fibres or LENZING ECOVERO branded fibres.
Does it also help manufacturers of nonwoven products for personal care and hygiene?
In response to consumer demand for greater sustainability from the nonwoven brands they trust, we have expanded the certification and licensing service of the Lenzing E-branding Service to VEOCEL brand customers and partners last year. Currently, the nonwovens industry is experiencing an exciting transition for the greater use of environmentally responsible materials.
What are the new features of the Lenzing E-branding Service platform?
We have added a range of new features include Artwork Approval, Fiber Blending Quick Check Tool, Onboarding Tool, E-Branding Master Class and E-Branding Helpdesk to enable a smoother experience and greater convenience for our value chain partners and brands.
With the new Artwork Approval process, users can access licensed marketing or co-branding materials with a few clicks and enjoy fast turnaround for artwork confirmations. With a structured online collection of approved artworks, users can access their artwork collection anytime, anywhere, and apply selected artwork for multiple license applications.
Leveraging the new Fiber Blending Quick Check Tool, fabric manufacturers can easily check whether the planned fibre blend of a specific fabric is in accordance with Lenzing’s Certification Standards to ensure accurate labelling of product ingredient. The tool can also verify the correct Lenzing fibre brand for each fibre type, which significantly helps retailers promote the final product among consumers.
The new E-Branding Service Onboarding Tool features a series of step-by-step guides that advises users on how to use the platform’s features, while the E-Branding Masterclass enables users to expand their knowledge of the platform through live webinars and recorded self-study learning modules covering certification and licensing of Lenzing’s TENCEL, VEOCEL and LENZING ECOVERO brands.
How do the new features complement the existing services like fibre certification, application for product licenses, and branding materials?
The new and existing features will now be available across all of Lenzing’s textile brands, expanding access to TENCEL and LENZING ECOVERO, as well as updating the features available to the nonwovens brand VEOCEL.
To complement existing services, such as fibre certification, application for product licenses, and branding materials, users will now be able to use the new features mentioned above – Artwork Approval, Fiber Blending Quick Check Tool, Onboarding Tool, E-Branding Master Class and E-Branding Helpdesk – to enjoy a smoother experience and greater convenience, as well as enhanced transparency across the value chain.
To support the increasing number of users from different regions, the new E-Branding Service Onboarding Tool features a series of step-by-step guides that advises users on how to use the platform’s features. The recently launched E-Branding Masterclass also enables users to expand their knowledge of the platform through live webinars and recorded self-study learning modules covering certification and licensing of Lenzing’s TENCEL, VEOCEL and LENZING ECOVERO brands. The self-study learning modules are available in English with subtitles in 10 languages. The E-Branding Masterclass is supplemented by the E-Branding Helpdesk service which provides users with live support from a dedicated team of Helpdesk specialists, creating a comprehensive knowledge sharing platform.
Please tell us about Lenzing’s broader mission to pioneer the digitalisation of value chain management.
Since the introduction of Lenzing E-Branding Service in 2018, Lenzing has been on a mission to pioneer the digitalisation of value chain management. While the group remains committed to providing unprecedented traceability across the industry value chain, ensuring better user experience remains the key foundation of the Lenzing E-Branding Service.
While material verification during the production process is important, Lenzing will not stop there. Lenzing aims to extend such verification services to finished garments, enabling greater traceability along the value chain.
For example, the Artwork Approval process was launched to address the growing need for co-branded marketing content and ensure fast turnaround for artwork confirmations. With the latest upgrade, users can leverage the new Artwork Approval process to access licensed marketing or co-branding materials with a few clicks and learn about our service offerings via a suite of comprehensive resources.
Talking of sustainability, what is Lenzing doing to ensure greater usability and traceability, while enhancing transparency across the value chain to eliminate greenwashing?
As more consumers become aware of greenwashing, there is a growing need for brands and retailers to enhance descriptions of the sustainability elements in their products. Since 2017, the number of applications for fabric certifications, product licenses and swing-tickets in the E-Branding Service platform has grown exponentially by around 1.5 times annually.
To ensure accurate labelling of product ingredient, fabric manufacturers can leverage the new Fiber Blending Quick Check Tool to easily check whether the planned fibre blend of a specific fabric is in accordance with Lenzing’s Certification Standards. The tool can also verify the correct Lenzing fibre brand for each fibre type, which significantly helps retailers promote the final product among consumers. The Fiber Blending Quick Check Tool can be found on the landing page of the E-Branding Service.
These features and systems better equip end-users with fibre identification at every stage to ensure greater usability and traceability, while enhancing transparency across the value chain.
