Eastman Naia

Developing a sustainability-centered brand positioning for fiber brand Naia™

Eastman partnered with Quantis to create a credible sustainability focused brand positioning and narrative for its cellulosic fiber brand Naia™.

“Quantis was instrumental in helping us develop a credible, fact-based sustainability brand positioning for Naia™ that speaks to fashion brands and fabric mills alike. A year after the launch, we continue to strengthen our sustainability positioning with new certifications and improved processes with a clear direction and brand mission. Inspired designers are now transforming our natural, sustainable yarn into luxurious, soft, and easy-to-care-for fabrics and fashion. It’s an exciting time to be fully delivering on the promise of sustainable textiles.”

Ruth Farrell, Global Marketing Director of Textiles

1+ Challenge

After a pre-launch of its cellulosic fiber brand Naia™, Eastman realized there was a more interesting story to tell about Naia™ beyond its core attributes around Luxury, Comfort and Ease of Care.

Naia™ is made from wood pulp sourced from sustainably managed forests. It is bio-based and made in a closed-loop production process. Compared to many fibers on the market today, Naia™ has a very low environmental footprint. These facts solidly position the brand as a sustainable fiber.

The Eastman team decided to reposition the brand with environmental sustainability as its core. They needed a unique angle with solid proof-points to back up the story and asked Quantis to help them build this credible brand positioning and narrative.

2+ Insights

To gather the insights needed to build a unique, memorable and credible brand narrative, Quantis conducted a complete market, customer and sustainability analysis. This included:

  • speaking with 15 different fashion brands and mills to understand what drives them to select a sustainable fiber 
  •  Conducting a study of emerging global sustainability trends in the fashion sector 
  • Analyzing alternative fibers and market players to find the sweet spot for Naia™
  • Reviewing the Naia™ LCA and environmental certifications to recommend those needed to back-up the brand’s sustainability story

The analysis revealed the unique position of Naia™ in step one of the fashion value chain, as well as its deep understanding of sustainability and fully transparent story. This led Quantis to develop a positioning for Naia™ as a brand that collaborates to empower and catalyze our partners to understand, communicate and collectively build a sustainable fashion industry.

3+ Actions

To bring this new brand positioning to life, Quantis developed a master creative vision and storyline to guide all future actions and brand communications. Quantis wrote, designed and produced a brand kit with materials for customers, including: messaging, two sales presentations, three leaflets, a brand brochure, infographics and content for its website and tradeshow booth and ads, as well as a contribution to a video.

Quantis also trained teams at Eastman to prepare them to talk about its sustainability story and answer any questions from customers and stakeholders

The Naia™ brand team took this learning to heart and is continuing efforts to improve the brand’s sustainability credentials and obtain more certifications, including biodegradability and industrial composting.

4+ Impact

The launch of the new brand positioning at the 2018 PremiereVision trade show in Paris was a huge success, gaining a lot of attention and new clients.

A year later, the sustainability-oriented positioning continues to work well for Naia™, helping the brand access top fashion brands and mills with increased sales. 

As of the end of 2019, there are more than 100 mills working with Naia™ worldwide and more than 200 fashion brands selling garments with Naia™.