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June 25, 2019


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Brand Recognition
What Does an "Ingredient Brand" Mean?

Ingredient branding is a new term but it isn't really a new concept. It's just a "new" name for an established practice that has been going on for decades. In the 1950s to the 1990s, trademark names such as Arnel, Acrilan, Creslan, Fortrel or Orlon were commonly mentioned to promote the textile fiber used to make the fabrics, so consumers were educated on the "ingredient" used in their favorite dress, pant, shirt, or blouse. However, this type of fiber identification isn't used as much today, and these names have disappeared and are no longer used in today's apparel.

What is new in today's marketing is that several major brands are promoting their partner's ingredient trademark products, used in the manufacture of a particular garment or apparel item. This is being done because apparel manufacturers have discovered there are advantages to touting the "Ingredient Brand". Many well-known brands today have found it beneficial to add the marketing strength of an "Ingredient Brand" as a way to enhance the credibility of the overall branded product.

Advantages of "Ingredient Branding":
  • A well-known "ingredient Brand" in a garment occupies an important position in the mind of the consumer, and brings a positive value, in improving the benefits and performance of a particular branded product.
  • Cost-effective: A major brand can share the marketing costs with its "Ingredient Brand" partner, making the relationship a positive experience for both companies.
  • An "Ingredient Brand" can promote loyalty from the consumer in the quality of the branded item
  • An "Ingredient Brand" can also justify an increase in the price of a product at retail, so the consumer is willing to pay more for a product that contains their favorite "Ingredient Brand".
  • An "Ingredient Brand" can increase the advertising potential of the branded products.
  • In a marketplace with so many competitive products available, the "Ingredient Brand" can be used as a way to make a product stand out and differentiate the item from a similar competitive product.
  • A second or third tier branded item, fighting for market share from the leading branded manufacturer in a particular finished product category, is in the best position to benefit from utilizing and "Ingredient Brand".
Disadvantages of "Ingredient Branding":
  • Consumers don't always shop for "ingredient Brands". Instead, they often shop for finished products with the cheapest price. However, the consumer must remember that the quality remains long after the price is forgotten. In other words, you generally get what you pay for!

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