Upgraded Lenzing E-Branding Service offers even greater convenience to value chain users

  • Lenzing E-Branding Service adds multiple online service offerings in latest upgrade to offer greater convenience to value chain partners and brands
  • New features include Artwork Approval, Fiber Blending Quick Check Tool, Onboarding Tool, E-Branding Master Class and E-Branding Helpdesk

Lenzing – Lenzing Group, a leading global producer of wood-based speciality fibres, announced the release of a suite of new features on its Lenzing E-Branding Service platform that is now available across textile brands TENCEL™, LENZING™ ECOVERO™, as well as nonwovens brand VEOCEL™. Users will be able to use the new features – Artwork Approval, Fibre Blending Quick Cheque 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. The new features also complement existing services, such as fibre certification, application for product licences, and branding materials.

“Since the introduction of Lenzing E-Branding Service in 2018, we have been on a mission to pioneer the digitalisation of value chain management. While we remain committed to providing unprecedented traceability across the industry value chain, ensuring better user experience remains the key foundation of the Lenzing E-Branding Service,” said Harold Weghorst, Vice President of Global Marketing and Branding at Lenzing AG. “With our latest upgrade, users can leverage the new Artwork Approval process to access licenced marketing or co-branding materials with a few clicks and learn about our service offerings via a suite of comprehensive resources. While material verification during the production process is important, we will not stop there. We aim to extend such verification services to finished garments, enabling greater traceability along the value chain.”

Artwork Approval process offers greater efficiency for brands and retailers

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 licences and swing-tickets in the E-Branding Service platform has grown exponentially, by around 1.5 times annually. To address the growing need for co-branded marketing content, the “Artwork Approval” process was launched to ensure 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 licence applications.

Fibre Blending Quick Cheque Tool ensures effective labelling

To ensure accurate labelling of product ingredient, fabric manufacturers can leverage the new Fibre Blending Quick Cheque Tool to easily cheque 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 Fibre Blending Quick Cheque Tool can be found on the landing page of the E-Branding Service. It is accessible to all visitors to the platform and does not require one to register.
Onboarding Tool, E-Branding Master Class and Helpdesk double up on knowledge transfer

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 licencing 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

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