Hyosung creoraⓇ high-functional spandex brand renewed

□ The world’s no.1 spandex brand Hyosung creoraⓇ announces brand renewal

The world’s no.1 brand Hyosung creoraⓇ has announced the brand renewal of its high-functional, high-sensitive spandex as part of a new comprehensive brand marketing strategy.

On the 8^th, Hyosung creoraⓇ launched several sub-brands¹⁾ of its functional creoraⓇ, known for high functionality and high sensitivity that differentiate it from other general spandex products.

□ Targeting markets with high growth rate by changing brand names to convey function and strengths

The brand renewal was carried out to usher in a new brand name to better emphasize the differentiated functionality of each product and convey their strengths. This was in view of the fact that clothing brands and end-users typically found it difficult to get to grips with the functionality of the products through seeing just their names, as Hyosung creoraⓇ product names were previously just combinations of alphanumeric characters.

The recently released creoraⓇ sub-brands are as follows: 1) creora® Color+ with excellent color formation that can be dyed into various colors in fabric production and with high color fastness for washing²⁾; 2) creora® Black that can display dark and luxurious blacks using spandex dyed yarn with black color (spandex manufactured with black in the yarn production); and 3) creora® Eco-soft that is environment-friendly with a soft texture that can save energy by producing fabric at a low temperature.

□ Textile PG head Cho Hyun-joon declares goal of “No.1 in the global market through second leap”

“The world’s top brand, creoraⓇ, is a clear symbol of the strength of our production capacity and quality. This brand renewal is for strategic marketing purposes so that we can make that second leap,” said Textile PG head Cho Hyun-joon (president). “We will increase our brand power by emphasizing the functionality and quality of creoraⓇ sub-brands and target premium markets in the U.S. and Europe as we race towards no.1 in the global market by positioning ourselves as purveyors of the world's finest spandex products.”

Since launching the first high-functional spandex in 2005, Hyosung creoraⓇ has continually invested in the development of various functional spandex products to meet the demands of the rapidly-changing global market. The sales of high-functional creoraⓇ are expected to increase at least 5 times in the space of just three years, from 1,500 tons in 2011 to 8,000 tons in 2014. The market will is showing remarkable growth thanks to increasing consumer and clothing brand demand for new high-functional clothing materials.

□ Strengthening global marketing activities to promote creoraⓇ Premium Sub-brands

To actively promote its renewed creoraⓇ sub-brands this year, Hyosung will ramp up its role in global exhibitions taking place in Brazil, France and China. The company also plans to participate in more creoraⓇ workshops and seminars to showcase the latest in clothing trends and methods to develop fabric using creoraⓇ. Such events will be targeted at major clients such as fabric companies and global clothing brands. Hyosung also has a variety of activities in the pipeline to increase customer satisfaction by continuously developing functional spandex.

1) Sub-brand: Subordinate brands used to accelerate the success of new products with brand assets such as brand awareness, loyalty, association and the existing image consumers have of the brand

2) Color fastness for washing: Sustainability of color without discoloration after washing