De Licacy Industrial Co., Ltd. creates performance driven fabric. They are a well-established and experienced manufacturer in Taiwan, specializing in producing high quality P/D & Y/D functional fabrics; coating, lamination, and bonding fabrics. They now expanded their focus on research and development and cooperate with leading global brands in creative product collections. Hundreds of new qualities of the newest textile trends are developed monthly which are shared with their business partners. In fact, they have developed worldwide markets by providing a diversity of refined products in a multitude of capacities - either large or small quantities. Their clients mainly include European, American and Japanese brands such as UA, Adidas, Uniqlo, Puma to name a few. Furthermore, De Licacy has created their own fabric brand in 2015 hoping to combine technological functions with fashion aesthetics under their own brand. In recent years, they have continued to promote the transformation of brand image.
In the early days, the style of each marcom tool was different, and it was difficult to achieve the consistency that the brand identity needed to maintain. Axis had been engaged to create a new look and feel for whole brand including the new identity of a high-end product line, the corporate PR materials and videos. All designs must be different from the traditional stereotype of the textile industry to provide an eye-catching presentation to match with international design trends.
A.診斷與策略 • 進行內部檢視以發掘過去行銷操作問題。
• 整合了多種資源並分析主要的媒體渠道，以了解De Legacy對品牌形象的期望。
B.品牌與發展 • 以機能結合時尚美學為觀點，以獨特的文化和價值觀製定了新現代主義簡約時尚的品牌形象策略。
C.溝通與推廣 • 強化最有特色的產品線做全新形象包裝以加強業務推廣。
A.Audit and Strategy • Conducted internal audits to discover previous marketing operation difficulties.
• Researched the global textile industry market and international fashion trends.
• Conducted a competitor analysis of key players’ image and brand strategies.
• Integrated multiple resources and analyzed key media channels to understand De Legacy’s expectations of the brand image.
B.Branding and Development • With the concept of function combined with fashion aesthetics, the brand image strategy of new modernism fashion was formulated with its unique system of Culture and Values.
• Integrated the projects at different stages to maintain the consistency of the overall brand visual identity.
• Solidified their positioning as a brand of exclusive technology which creates a product of high functionality and high value.
C.Communication and Promotion • Selected their most distinctive product line to communicate De Licacy’s new identity to strengthen business development.
• Communicated and facilitated brand image through corporate PR book and films reaching focused target audiences within the functional fabrics market.
Fabric brand AERO-TECH
applied their exclusive technology to produce woven fabric with holes. This exclusive technology creates a product position of high functionality and high value. The mystic atmosphere of airflows infuses with the fabric that runs through the brand from image advertisement to all kinds of business materials, reflecting the simple fashion embodied in the premium fabric image.
De Licacy Vietnam PR Book
De Licacy Vietnam has completely planned the factory from twisting, weaving, dyeing and finishing to post-processing, becoming an important base for building a complete supply chain of global brands. Axis has participated in this project from the factory site survey, the structure of book and overall style setting. The book presents the facilities of each factory area and its simple layout style breaks through the traditional textile look and feel.
De Licacy hopes the video can be impressive and break through the general corporate image of the textile industry as facing the fiercely competitive global market nowaday. The film draws people into the picture with a strong rhythm soundtrack which produced by the in-house factory. The film interprets the production process of the product from an artistic perspective. The concept of the film from 1D to 3D echoes with yarn, fabric, and finally becomes clothes. AXIS assists in the formation of a suitable production team and participates in controlling the whole style of the film to facilitate the integration of the modern aesthetics as the brand image.