INVISTA’s CORDURA® Brand Introduces New Hangtag

WICHITA, Kan. – INVISTA’s CORDURA® brand team is excited to debut its newly designed hangtag and sew-in-label as part of its global branding effort to enhance and reinforce brand value. Designed to increase brand awareness among manufacturers and end-users, the new marketing tools communicate the durability benefits of products made with CORDURA® fabric.

“Our hangtags and sew-in-labels are the closest point of contact we have with our end-users. They serve as a very important assurance to consumers that they are choosing products made with genuine high performance CORDURA® fabrics that have been thoroughly tested and approved to our brand’s rigorous durability standards,” said Cindy McNaull, global CORDURA® brand manager.

Many factors were considered when creating the new CORDURA® brand hangtag and sew-in-label, both of which were designed in collaboration with Howard, Merrell & Partners, the Raleigh-based agency of record for the CORDURA® brand. With manufacturers, retailers and consumers in mind, the CORDURA® brand team set out to tailor complimentary hangtag and sew-in-label silhouettes. These marketing materials instill the brand’s universal brand promise of durability, versatility and reliability. These updated brand identifiers will also give manufacturers the ability to prominently showcase products constructed with best-in-class durable fabrics.

With regional versions for North and South America, Asia and Europe, the new hangtags will be translated in nine different languages, each with the universal message of the CORDURA® brand’s core values.

The CORDURA® brand hangtag and sew-in-label will be featured on qualifying products across the brand’s four main segments – outdoor, workwear, on-the-go and military, and were launched as part of the brand’s new image campaign that debuted in August, 2008. This campaign celebrates the durability of adventurers who, because of their lifestyles, hobbies or jobs, benefit from fabrics that are just as durable as they are. The campaign revolves around the tagline, “As long as the world is full of durable people, we’ll keep making durable fabricsâ„¢.” For more information on the CORDURA® brand and its wide array of durable fabric offerings, visit www.CORDURA.com.

About CORDURA® Brand
CORDURA® brand is the registered trademark of INVISTA for durable fabrics. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is used in a wide range of products, including luggage, backpacks, boots, military wear and performance apparel. For more information, visit www.CORDURA.com.

About INVISTA
INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications. With approximately 16,000 employees and a business presence in over 20 countries, INVISTA’s global businesses deliver exceptional value for their customers through technology innovations, market insights and a powerful portfolio of global trademarks including: ADI-PURE®, ANTRON®, AVORA®, C12â„¢, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, DBE®, DYTEK®, FRESHFXâ„¢, LYCRA®, PERFORMAâ„¢, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVA®, TACTEL®, TACTESSE®, TERATE®, TERATHANE® and THERMOLITE®. For more information, visit www.INVISTA.com.

About Howard, Merrell & Partners
Raleigh, NC-based Howard, Merrell & Partners, Inc., specializes in linking business and communications strategies to yield higher levels of financial performance for its clients. Founded by Jack Howard in 1945 and later reorganized as Howard, Merrell & Partners under Mac Merrell’s leadership, the agency is a pioneer in understanding and applying the power of emotions to develop more effective business and communications strategies. Agency service offerings include brand development, creative development and production, consumer insight research, public relations, media asset services, event planning and management and strategic account management. For more information, visit www.merrellgroup.com.

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