Shaping the future for an 'ingredient-brand'

Lenzing is a global producer of sustainable wood-based textile fibres. The business wanted to begin the journey for its flagship brand Tencel™ to become much more consumer-facing. This required a fundamental understanding of consumers’ attitudes towards sustainability, and its role in fashion and homeware.  We implemented a wide-ranging program of qualitative and quantitative strategic insight across five lead markets, resulting in the identification of key growth segments that have become the inspirational target for all brand development.