Ingredient Branding Gains Traction in Textile Marketing

Dr. Seshadri Ramkumar

Ingredient branding – the term for identifying individual components in the final, finished product – is becoming a potent marketing tool. The power of ingredient branding was evident in the keynote presentation made at the recent Advanced Textiles symposium during the IFAI 2013 Expo, held Oct. 22-25 in Orlando, Florida.


During their keynote presentation, Dina Dunn of Blink and Denine Woodrow of dp woodrow & company said creative new efforts in branding and marketing are needed, particularly because consumers today are more knowledgeable and are engaged with brands. Among the advantages of ingredient branding they highlighted:

  • Modern consumers have an emotional connection with the brands they support and are increasingly taking an interest in the components that the final product is made from.
  • As the line between manufacturers and retailers continues to blur, ingredient branding is critical to help differentiate products and outperform the competition. For example, they said that certain brands, such as Gore-Tex, have “emotional memory” that can have a powerful impact on consumer buying decisions.

The textile industry can effectively utilize the power of ingredient branding. For example, with products such as socks, advertising the use of antimicrobial components can have an impact among potential buyers. The U.S. cotton industry is effectively utilizing the ingredient brand strategy to promote transparency and traceability by identifying the specific farm that produced the fiber used in the final product.