Intima Asia
Nilit Reveals Sensil
22 September 2017
The Israeli giant is adding a new dimension to their nylon 6.6 yarns with a completely revised premium range strategy. Nilit has developed Sensil, with the benefit of forming an effective link with consumers.
Nilit is an international leader when it comes to the production of nylon 6.6 – the only one in the sector to boast a production site in each of the world’s key regions (Israel, USA, Brazil and China) and the only company with marketing activities in 70 countries. Last July, in Paris, Nilit launched Sensil, a new brand of polyamide 6.6, Pierluigi Berardi, International Marketing Director, talks us through its fundamental aspects and the new marketing strategy’s objectives.
Mr Berardi, why have you launched a new brand and how will it fit in with the firm’s global development plan?
The new strategy is the fruit of a profound analysis of the clothing sector’s market, with a focus on the evolution of distribution, consumer’s expectations and fashion trends, carried out in tandem with consultation from a well-known international firm who is specialized in B2B rebranding. Our objective was to define a new way to present our products and to single out the scope for development in the nylon 6.6 sector for different market categories. We want to underline our presence in the premium range. Consumers are more empowered and demanding than ever before, and they’re raising their expectations for performance, style and value. Nilit’s mission is to work with our partners in the textile supply chain to make the most of this trend. What is needed here is a strong, exciting brand that can create points of value across the whole supply chain, born from new connections with the consumer.
From Nilit to Sensil: what shows the key points of this evolution?
Nilit has become Sensil in the sense that the latter is now the master brand in the product value chain and is the name of the premium nylon 6.6 fiber for the fashion and sport sectors today. On the other hand, Nilit remains the identifying brand for the company on a global level. It is the new reference for quality for lingerie, legwear, sport, activewear and items focused on performance and style. Sensil unfolds Nilit’s very DNA in its portfolio of premium products. Intended to be worn “close to the body”, we can see developments in the world of denim, outerwear and outdoor apparel.
What are the premium characteristics associated with Sensil’s nylon 6.6?
Sensil’s 6.6 nylon sums up the gold standard for synthetic fibers. Recognizable by look and touch, Sensil fibers are soft, resistant, durable and retain their newness after many wearings and washings. In terms of its more technical features, the fibers are resistant to UV, have odor controlling properties and manage temperature and moisture.
How will the brand be rolled out in terms of marketing and communication?
Our goal is to offer fabric manufactures the chance to enter into a dialogue with supply chain stakeholders in order to incorporate new valuable elements. Sensil will be supported by a 360° communication plan, targeting fabric producers, brands, retailers and final consumers. We will include trade shows, events, print and digital advertising, social media, promotional materials and in store events. A vast marketing campaign to present Sensil as the “Smarter Choice” for brands, retailers and consumers has already been planned, alongside a series of international conferences to illustrate the key points of the rebranding.
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