From Home Furnishing Business
Invista Rebrands Dacron
Invista, the owner of Dacron fiberfill, has created a new brand identity and new Web site for Dacron.
Developed after a year of consumer research with 2,000 bedding customers, the branding features a modern, natural approach. Those surveyed agreed that the design conveys comfort, quality and trustworthiness which have been the hallmarks of the Dacron brand.
The expanded Web site features information on Dacron fiberfill products and technologies, as well as consumer education pages and an engaging, friendly blog on sleep topics. The site will have separate consumer and trade entry points to improve visitor experience and provide access to specialized content developed to appeal to each audience.
“We believe this brand strategy will provide the foundation for the Dacron brand to continue to drive innovation and excitement as a contemporary leader in the bedding market,” said Roberto Fontanillas, global business director for Invista’s performance bedding products business. “We are building clear and concise brand messaging to reflect unique Dacron brand differentiators around the world, and to help our customers leverage that differentiation.”
The performance bedding products team in the U.S. also has a number of events planned to celebrate the brand’s new look and reintroduce the Web site including a traveling slumber party at International Pillow Fight Day in New York City April 5.