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DuPont Lycra shifts emphasis to global brand management

Kaye Crippen (Senior Lecturer in the Marketing Department at the National University of Singapore and previously worked in the Fibers Department at DuPont. Also involved in international consulting in the textile and apparel industries)
Pauline Tng (In marketing at SiS Technologies. Also involved in international consulting in the textile and apparel industries)
Patricia Mulready (Teaching at Hood College and is in the process of completing her dissertation at New York University on the origins of fashion. Also involved in international consulting in the textile and apparel industries)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 August 1995

1934

Abstract

Reviews how the DuPont Lycra division is focussing more on global brand management starting with the development of a new worldwide advertising campaign for Lycra in women′s apparel. Describes how an international team selected the winning advertising theme and agency via teleconferencing. Discusses results of a uniform worldwide consumer advertising campaign and the cost savings as a result of the reduction in the number of advertising agencies. Presents the background information on how DuPont Fibers Department has used product, category, and brand management and discusses the future implications.

Keywords

Citation

Crippen, K., Tng, P. and Mulready, P. (1995), "DuPont Lycra shifts emphasis to global brand management", Journal of Product & Brand Management, Vol. 4 No. 3, pp. 27-37. https://doi.org/10.1108/10610429510097627

Publisher

:

MCB UP Ltd

Copyright © 1995, MCB UP Limited

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