Fibre brand promotion and consumer product awareness: case study of Tactel

Abstract

Purpose

This case study investigates the consumer perception of Tactel that has resulted from Invista's marketing strategy of generating brand recognition for Tactel and considers whether the consumer understanding of the product and its benefits correlate to the intentions of Invista.

Design/methodology/approach

Interviews, questionnaire and consumer garment comparisons test.

Findings

It was found from interviews conducted with representatives of companies involved in a UK based supply chain producing Tactel lingerie during both the Autumn/Winter (A/W) 2000‐2001 and A/W 2003‐2004 seasons that all representatives agreed that consumers do not understand the meaning of Tactel and do not really understand its benefits. The results from the consumer questionnaire confirm this view as consumers were not able to identify key words associated with Tactel effectively. It was found from the consumer garment comparisons test, however, that although consumers may not be sure about the particular attributes of Tactel and its benefits awareness of the brand has increased following a very focused brand promotion since A/W 2000‐2001. Whilst Tactel may not mean anything to consumers, it is now becoming an integral part of consumers' vocabulary in the A/W 2003‐2004 season as Invista had intended.

Originality/value

A useful insight into consumer recognition of a fibre brand.

Citation

Twine, C. and Ruckman, J.E. (2005), "Fibre brand promotion and consumer product awareness: case study of Tactel", Journal of Fashion Marketing and Management, Vol. 9 No. 3, pp. 330-341. https://doi.org/10.1108/13612020510610453