Cordura

Cordura

Global brand strategic research project

CORDURA is part of the Invista Group – the world’s largest integrated polymers, fibres and resins company. CORDURA itself creates the fabric technologies used for luggage, backpacks, trousers, workwear, footwear, high-performance apparel and military wear. For more than 50 years its premium durability plus fabrics have been selected by makers of high-performance gear and apparel. The company needed strategic clarity to reflect a more competitive environment and drive brand marketing communications activity forward. Addressing a complex challenge, which embraced several market segments, target audiences and countries, Anew undertook:

  • Propositional, messaging and creative development work
  • Qualitative research programme in Europe