Lenzing, World Leader in Cellulose Fibre
Technology
Jan. 21st – 23rd, 2003
At the Millenium Hotel, 145 West 44th Street., New York City
 Lenzing
AG is a world leader when it comes to the production and marketing
of cellulose fibres. With a market share of 21% (40% in Europe, 48%
in USA/Canada and 10% in Asia) Lenzing is a market leader for quality
and cellulose fibre technology.
The
company has more than 60 years of experience as a manufacturer
of fibres. The constant improvement of production processes,
the permanent development of new special fibres, persistent customer
relation-management and a responsible approach to the environment
are the cornerstones of the company’s philosophy.
The Lenzing Group generated sales of EUR 622.7 million in the year
2001. The fibers sector accounted for 63% of the sales. During the
past year, the total production of all Lenzing locations went up
to 332,000 tonnes. In the past ten years, the Lenzing Group was able
to increase its market share from 9% to 21%. At Lenzing, 1319 employees
work for the fibers sector, while more than 100 staff members are
engaged in research and development.
Three generations of fibres – one producer
Lenzing AG’s portfolio includes: Viscose, the classical cellulose
fibre; Lenzing Modal, the softest fibre; Lenzing Modal, the softest
fibre and an ideal blending partner for cotton; Lenzing Lyocell,
the innovative and youngest fibre creation with a high tenacity profile.
All of these fibre brands are protected by trademark law around
the world.
Lenzing Modal makes the world a softer place.
Information for the Press
Lenzing Modal is one of Lenzing AG’s most important fibres.
Manufactured from the natural raw material wood, Lenzingb Modal has
established a regular place for itself in the textile industry and
stands for quality and comfort. Textiles for Modal are friendly to
the skin and easycare and have good breathing properties. The main
applications are in woven and knitted fabrics for ladies’ outerwear,
lingerie, sportswear and home textiles.
Lenzing Lyocell – the feel good fibre
Lenzing Lyocell is the youngest fibre from Lenzing. It is one of
the greatest fibre innovations and has introduced a new era to the
world of textiles. Manufactured from the raw material wood, Lenzing
Lyocell lends itself to numerous applications. Its environmentally-friendly
manufacturing process and excellent utility values are responsible
for the fibre’s superior wear comfort. The main applications
are in denim and woven fabrics for the ladie’s outerwear. In
the home textile sector bed wear of Lyocell is on the advance.
Lenzing Viscosse the first choice in viscose. Lenzing Viscose contains
60 of know-how. This viscose fibre from Lenzing is now a classic
in the world of textiles as well as being the ideal raw material
for light and silky fabrics. In addition Lenzing offers a wide range
of special fibres such as spun-dyed and flame-resistant fibres Viscose
fibres for non-wovens.
Treading new paths in the field of marketing.
Treade fairs around the globe. Lenzing is represented at trade fairs
all over the world where it displays the latest in in-house product
developments and from fabric producers and knitters.
Merchandising an important marketing instrument
Merchandising is given pride of place as a marketing instrument.
It aims to make a wide range of fabrics of Lenzing fibres available
to retailers and the garment industry. When it comes to implementing
merchandising activities, the Show Rooms in major fashion metropolises
(Parcelona, Hong Kong and Paris) and an extensive team of merchandiser
play an important role since they are the pre-requestite for global
fabric sourcing.
The labels service – quality of the highest standard
The labels service for retail is another important cornerstone of
the Lenzing’s marketing policy. Swing tickets for textiles
of Lenzing fibres give retailers and the garment industry the opportunity
to highlight their products at the Point of Sale thus allowing them
to stand out from the crowd. A label from Lenzing stands for quality
since every product from Lenzing has to undergo a special quality
test. Lenzing’s labels are only distributed to products which
have passed this test. In this way it is possible to assure the standard
of quality of product made with Lenzing fibres.
We also had of meeting Dr. Dieter Eichinger, the marketing manager
for Lenzing Fibres, and Christina Kreuzwieser, the advertising manager
for Lenzing Fibres. Dr. Eichinger, who did an exclusive presentation
from A to Z, about the Lenzing Fibres. Dr. Eichinger also treated
us to an Austrian dessert while we were enjoying the projector presentation
of Lenzing Fibres. We also had the pleasure of meeting the Ms. Victoria
Pik, the merchandise manager of U.S.A. for the Lenzing Fibres, who
helps organize the Lenzing events throughout the U.S.A.. She told
us the following about this event.
Lenzing Fibres continues to gain momentum and recognition in the
American market. The natural fibre properties, including including
softness, silkiness, easy care and absorbency are being enthusiastically
embraced by both the apparel and home textile industries. Specifically,
there has been strong retail success for Lyocell and Modal in the
ready to wear, bed and baths markets.
During the increasingly popular semi-annual Fabric Week in New York,
Lenzing is providing a platform for a cross section of global exhibitors
from Asia and Europe. This showcase overviews the newest fabrics
and textile innovations featuring Lenzing Lyocell and Lenzing Modal.
The current showcase, at the Millenium Hotel in New York City, includes
thirteen exhibitors from India, Pakistan, China, Korea, Japan, Portugal,
Austria and the Czech Republic.
One of Lenzing’s major objectives is to continue to provide
their customers with global marketing and advertising support to
help them further promote their products.
Plans included another global July 2003 showcase event in New York.
Naomi Campbell, the supermodel from England, is signed up with the
Lenzing Company, and she is the official model of the company, promoting
and wearing Lenzing fibre clothing. For more information regarding
their company, please feel free to log onto their website, at www.lenzing.com.
Betty Coker, Chairwoman of the H.A.D. Organization of N.Y.C., Inc & Senior
Editor of the Liberty News Online, will write articles about modeling,
fashion design, fashion events, and how she co-founded the World's
Largest Community Fashion & Modeling Organization.
If any of you models, designers, festival promoters, or fashion show
promoters are interested in having an article written about you in
this section, please feel free to contact us using any of the information
below. If you are interested in modeling with us, or interested in
a free presentation (no experience necessary--we are presently looking
for models, for our New York Mega Show 2003, ranging in age from
3 to 60--including male, female, and child models, all sizes, heights
and ethnicities welcome), please feel free to visit my website.
Website: www.hadofnyc.org/models.
Email: LNSeniorEditor@hadofnyc.org
Phone: (718) 507-7616 (Mon - Fri 8:00am - 8:00pm) |
