BOSTON, Feb. 6, 2020 /PRNewswire/ -- Sappi North America, Inc., today announced the launch of Verticals: Fashion Marketing, the second installment of the company's educational series for marketers, ahead of New York Fashion Week. The new guide focuses on the fashion industry and highlights successful marketing and promotional approaches used by leading brands.
Sappi's Verticals series dives into individual markets serviced by the company while examining the unique challenges, traditions and idiosyncrasies each faces when communicating with target audiences. Sappi tackled The Marketing of Higher Education in the first part of the series, and now is taking a close look at the world of fashion.
"Sappi takes pride in creating resources that designers, marketers and creatives can leverage when they are looking for inspiration. With retail and fashion changing so quickly, we knew that this was the next industry to cover through Verticals and we are proud to release it during one of the most important weeks for the industry," said Patti Groh, Director of Marketing Communications, Sappi North America. "Nearly every part of our business touches the fashion industry – from our high-quality paper for magazines, catalogs and print advertising, our packaging offerings for shopping bags and boxes, our dissolving pulp used to create sustainable fabrics to our release textures for handbags, apparel and footwear – we hope our research and expertise provide inspiration for luxury marketers."
Printed on Sappi's premium McCoy paper, "Fashion Marketing" dives into current marketing trends like micro-influencers, sustainability, omnichannel shopping, mass customization, and premium brand experiences. Much of the resource is devoted to case studies on how leading brands are setting themselves apart through innovative approaches to consumer marketing. Finally, Sappi showcases how print remains a vital part of the marketing mix with examples of special effects that evoke the tactile side of fashion.
Verticals: Fashion Marketing was named a finalist for the 2020 PPI Awards in the Bringing Paper to Life category, which recognizes campaigns that utilize print and paper in innovative ways to inspire end users.
Marketers and brand owners can order a complimentary copy on POP from Sappi, here.
About Sappi North America
Sappi North America, Inc., headquartered in Boston, is a market leader in converting wood fiber into superior products that customers demand worldwide. The success of our four diversified businesses – high-quality Coated Graphic Papers, Dissolving Pulp, Packaging and Specialty Papers and Casting and Release Papers – is driven by strong customer relationships, best-in-class people and advantaged assets, products and services. Our high-quality Coated Graphic Papers, including McCoy, Opus, Somerset, and Flo, are the key platform for premium magazines, catalogs, books, direct mail and high-end print advertising. We are a leading manufacturer of Dissolving Pulp with our Verve brand, a sustainable fiber, which is used in a wide range of products, including textile fibers and household goods. We deliver sustainable Packaging and Specialty Papers for luxury packaging and folding carton applications with our single-ply packaging brands, Spectro and Proto, and for the food and label industries with our specialty papers, LusterPrint and LusterCote. We are also one of the world's leading suppliers of Casting and Release Papers with our Ultracast, PolyEx and Classics lines for the automotive, fashion and engineered films industries. Customers rely on Sappi for high technical, operational and market expertise; products and services delivered with consistently high quality and reliability; and, state-of-the-art and cost-competitive assets and innovative spirit.
Sappi North America is a subsidiary of Sappi Limited (JSE), a global company headquartered in Johannesburg, South Africa, with more than 12,000 employees and manufacturing operations on three continents in seven countries and customers in over 150 countries.