DuPont ThermaStat To Be Re-Launched As Thermolite
DuPont, Wilmington, Del., recently announced that beginning with the Fall/Winter 2000 retail
season, all products previously certified under the DuPont ThermaStat® performance fabrics brand
will be re-launched under the name DuPont Thermolite®.
According to the company, the move is designed to strengthen the brand’s position. The decision was made after global brand equity research in 1999 showed that consumers worldwide recognized the Thermolite brand as the most preferred insulating brand in the world.
“The extensive consumer research we did last year proved that consumers care only about the benefits of warmth and comfort and don’t care whether it is fiberfill or a base layer fabric that provides these benefits,” said Dana B. McCauley, global brand manager for DuPont.
“Consumers already know about the importance of layering systems, but they don’t always understand which layering products work together to provide the ultimate warmth. Our new Thermolite warmth systems, combining fabrics and insulations, help provide that direction.”
Along with the name change, the performance fabric business is developing a new line of products and fabric certifications that will be sold under the Thermolite fabrics brand.
The new fibers will provide more creative options for performance fabrics. These fibers will be introduced to select mills in late 2000.