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For the past 30 years, INVISTA’s CORDURAÂ® brand has set the standard for performance materials and durable fabrics in the outdoor, workwear and military markets. As part of its updated brand image for greater consumer awareness, INVISTA is now launching the latest phase: an interactive Web site, located at www.CORDURA.com.
â€œCORDURA.com is the consumer’s first look at the new brand campaign with the tagline, â€˜As Long As the World is Full of Durable People, We’ll Keep Making Durable Fabricsâ„¢,’â€ said Cindy McNaull, global brand manager for INVISTA’s CORDURAÂ® brand. â€œThe imagery used on the site celebrates the individual durability of adventurers who, because of their lifestyles, hobbies or jobs, benefit from fabrics that are just as durable as they are.â€
The content-rich, user-friendly website will enable worldwide manufacturers and retailers to connect with the CORDURAÂ® brand through targeted technical and merchandising tools. By highlighting the brand’s four main segments â€“ outdoor, workwear, â€˜on the go’ and military â€“ the site also allows customers to become more versed on the wide spectrum of durable fabrics in the CORDURAÂ® brand portfolio.
â€œWe really wanted CORDURA.com to offer visitors the ability to interact with the brand on a whole new level,â€ says Scott Piggott, director of interactive at Howard, Merrell & Partners, the brand’s agency of record that was charged with creating the site. â€œEverything from what the fabric is all about, to where to find products that are made with it, and even a place for people to share photos and adventure stories that show their own durability.â€
The site provides visitors an online forum to share personal stories of how CORDURAÂ® brand fabrics have helped them through life’s journeys. This approach allows end-users the ability to learn more about INVISTA’s fabric technology and the benefits of using products made with CORDURAÂ® fabric.
The nine-language site targets locations across North and South America, Asia Pacific, Europe, North Africa, and the Middle East, offering up-to-date information on new fabric technology and marketing materials. Retailers, brands and mills can find sales training kits, company logos, brand usage guidelines and a list of authorized CORDURAÂ® fabric mills. The Web site also will feature a detailed product section highlighting all fabrics offered in the CORDURAÂ® brand portfolio.
Rugged, gritty images showcased throughout the site capture the essence of the CORDURAÂ® brand, bringing to life the sweat, muscle and determination experienced during limit-pushing situations. These vivid images of durability were captured by world-renowned photographer, Tim Tadder.
â€œI enjoyed the challenge of working on the CORDURAÂ® brand campaign,â€ Tadder said. â€œThrough imagery I found a way to communicate the fabric’s many end uses. Whether it be climbing the peak of a mountain or working on the edge of a skyscraper, the visuals had to illustrate the strength and durability of the people and the product.â€
The company officially debuted the Web site at the Outdoor Retailer Summer Market, held Thursday, January 22, through Sunday, January 25, 2009, in Salt Lake City.
About CORDURAÂ® Brand
CORDURAÂ® brand is the registered trademark of INVISTA for durable fabrics. Known for its resistance to abrasions, tears and scuffs, CORDURAÂ® 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.
INVISTA is one of the world’s largest integrated producers of polymers and fibers, primarily for nylon, spandex and polyester applications, 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-PUREÂ®, ANTRONÂ®, AVORAÂ®, C12â„¢, COMFORELÂ®, COOLMAXÂ®, CORDURAÂ®, CORFREEÂ®, DACRONÂ®, DBEÂ®, DYTEKÂ®, FRESHFXâ„¢, LYCRAÂ®, PERFORMAâ„¢, POLARGUARDÂ®, POLYSHIELDÂ®, POLYCLEARÂ®, SOLARMAXÂ®, STAINMASTERÂ®, SUPPLEXÂ®, SUPRIVAÂ®, TACTELÂ®, TACTESSEÂ®, TERATEÂ®, TERATHANEÂ® and THERMOLITEÂ®. 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.