The Gore-Tex® Brand is Introducing a New Naming System

Gore's new naming system makes it much easier to recognize and differentiate between the various product classes.
Author:
Publish date:

Elkton, Md. – December 1, 2006 – W. L. Gore & Associates, Inc. -- Gore has recently conducted several research studies which indicate overwhelming evidence that consumers trust the GORE-TEX® brand and actively look for it at retail. In recent years the market for protective fabrics has become more complex and individual market segments have developed. As a result of this, Gore is introducing a new naming system for the 2007/2008 winter season with a strong focus on the GORE TEX® brand. Since functional apparel is typically deliberately chosen for a specific end use, the new naming system makes it much easier to recognize and differentiate between the various product classes. A new hangtag and label program has been developed to support visual identification at retail, making it far easier for consumers to select the right GORE-TEX® products for their intended uses.

Consumers crave information and convenience
Backpacking enthusiasts have different expectations of their GORE-TEX® functional garments than skiers or mountain bikers. Within each market segment there are also different levels of individual expectations and demands imposed on the clothing. The best way to find the ideal product is to seek the sound and professional advice of specialty retailers. Nevertheless, self-service has increasingly become the guiding principle behind much of the retail trade, and what consumers really want is convenience. So that consumers can easily identify GORE-TEX® products and differentiate between them, the new naming system has been carefully tailored to address the needs of the consumer.

New Naming system for GORE-TEX®
The new naming system has been designed to provide a stable structure for future years. It also facilitates the integration of new technologies without having to change the names of the product classes. GORE-TEX® Garments has streamlined its product portfolio into four new product classes each targeting specific uses:

GORE-TEX® Performance Shell
Designed to provide comfort and durable waterproof protection and ideal for a wide range of outdoor activities.

GORE-TEX® Pro Shell
Engineered with the most rugged, most breathable fabrics for extended and extreme conditions. GORE TEX® Pro Shells meet the demands of outdoor professionals and serious enthusiasts.

GORE-TEX® Soft Shell
Constructed with soft and warm fabrics. GORE-TEX® Soft Shells are designed for reduced layering and improved freedom of movement in colder conditions.

GORE-TEX® Paclite® Shell
Featuring the lightest, most packable fabrics. GORE-TEX® Paclite® Shells are extremely breathable and are ideal when weight and space are critical.

To capture and communicate innovative and new product technologies, a third level of enabling technologies is also part of the new naming system. For the launch of the new naming system, four enabling technologies are being used with GORE-TEX® Garments. These technologies offer consumers an additional feature, accordingly enhancing each garment's value. A technology insert in the hangtag, attached to the garment, contains detailed information about the benefits of each enabling technology.

New naming system for GORE-TEX® Gloves & Footwear
The footwear and gloves market is less complex than the garments market. Form and design of shoes and gloves indicate very well their targeted end use. The new naming system therefore focuses on emphasizing the innovative power of the GORE-TEX® brand through the enabling technologies which provide additional benefits to the consumer. Using these enabling technologies, innovative new product concepts are set to be introduced for the footwear and gloves market. For the 2007/2008 winter season, GORE-TEX® gloves will be available with XCR® product technology, and Gore™ 2in1 technology. GORE-TEX® footwear will continue to be available with the XCR® product technology.

ABOUT W. L. GORE & ASSOCIATES: Perhaps best known for its consumer products like GORE-TEX fabric and ELIXIR guitar strings, Gore is a leading manufacturer of thousands of advanced technology products for the electronics, industrial, fabrics and medical markets. The company is headquartered in Newark, Delaware, and employs approximately 7500 associates in 45 facilities throughout the world. For more information about W. L. Gore & Associates, Inc. and GORE products, call 1-800-431-GORE or visit www.gore-tex.com.

GORE, GORE-TEX, Guaranteed To Keep You Dry and designs are trademarks of W. L. Gore & Associates, Inc. ©2006 W. L. Gore & Associates, Inc., 295 Blue Ball Rd., Elkton, Maryland, 800-431-GORE, gore-tex.com

Related