得力紡織 De Licacy

得力為撚、織、染一貫化作業的梭織布料上市公司,以研發導向生產高質量的P/D、Y/D、後加工等機能性面料,積極與國際領導品牌合作新布種開發計畫,每月開發數百種新品,與他們的業務合作夥伴分享最新的紡織品趨勢。並以多元化及精緻化的高機能性產品維持全球市場高度競爭力,客戶方面主要包含歐美日的品牌如UA、Adidas、Uniqlo、Puma等。從2015年打造自有布料品牌開始以科技機能結合時尚美學為觀點,近年來持續推動品牌形象轉化。

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.



CHALLENGE

早期由於缺乏統整性,各行銷工具樣式風格皆不相同,難以達到品牌形象需要維持的一致性。軸心在成為品牌形象轉化的夥伴後,致力於統整品牌形象,從高階產品線的形象建立,到企業公關文宣品及影片的風格調性掌控。所有設計都必須有別於傳統紡織業守舊刻板的印象,打造讓業界及市場眼睛一亮,具有與國際設計趨勢匹配的新形象。

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.






CONSULTING WORK

A.診斷與策略 • 進行內部檢視以發掘過去行銷操作問題。
• 研究全球紡織業市場和國際流行趨勢。
• 對主要同業的形象和品牌策略進行了競爭對手分析。
• 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。
• 對不同階段的專案進行形象整合,以維持整體品牌形象的一致性。
• 鞏固品牌具有專門技術的定位,能提供高功能和高價值的產品。

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。
• 藉由企業形象手冊/形象影片來傳達並強化品牌形象,從而在功能性面料市場中吸引目標受眾。


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.



RESULTS

AERO-TECH布料品牌識別設計
為獨特技術製造出的有孔洞梭織布料建立專屬品牌識別。獨特的技術造就高機能高價值的產品定位,從形象廣告到各種文宣品,以氣流翻騰與布面交織的神秘氛圍,制定出高端布料品牌的整體形象。

得力越南形象冊
越南廠區完整規劃了從撚紗、織布、染整到後加區域,成為構築全球品牌完整供應鏈的重要基地。軸心作為品牌規劃的夥伴,從廠區勘查、形象冊架構、整體風格定調到做為藝術指導參與拍攝,將一個原本制式的紡織產業簡介做出新意與突破。

企業形象影片
面對競爭激烈的全球市場,得力希望能藉由突破一般傳產紡織業的企業形象影片,讓觀看者留下深刻印象,深化全球行銷布局。影片以節奏感強烈的配樂搭配工廠產線產生的聲音引人進入畫面,畫面以藝術的角度詮釋出產品生產流程,從一維到三維的影片概念,呼應由紗線、布、最終成為一件衣服的流程。軸心協助組建合適的製片團隊,參與其中掌控影片風格以利與品牌追求的現代美學結合。

 

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.

Corporate Video
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.

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