The creation of Sensil is the result of extensive market analysis and research on retail industry shifts, consumer insights and fashion trends, according to Nilit.
Sensil represents Nilit’s master brand premium nylon 6.6 for fashion and performance apparel and is the company’s new way to communicate the benefits of its products. Sensil’s core markets span intimates, base layers, activewear, hosiery and socks, outdoor apparel, outerwear and denim.
“The apparel industry is at an exciting crossroads,” said Pierluigi Berardi, global marketing manager for Nilit. “Consumers are more empowered and demanding than ever before and they’re raising their expectations for performance, style and value. At the same time, many suppliers in the industry are focusing on lowering costs and, as a result, diluting quality. With Sensil, we intend to work with our industry partners to reverse that trend.”
Sensil is presented as Nilit’s premium nylon offering, with superior softness, strength and durability, retaining its qualities after many wearings and washings.
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Sensil’s premium performance features include inherent odor control, temperature management, moisture management and UV resistance. Sensil will be supported by a 360-degree communications plan targeting fabric producers, brands, retailers and consumers that includes trade shows and events, print and digital advertising, social media, point-of-sale displays and in-store events. It was officially launched at the Interfilière intimate apparel show in Paris this past weekend.
“We at Nilit are rising to meet these challenging market needs,” added Ilan Melamed, general manager of Nilit. “With our expertise and reach across the global value chain and our belief in the quality of our nylon 6.6 product portfolio, we are renewing our commitment to helping our supply chain partners differentiate and enhance their products, setting an even higher standard for innovation and service.”
Nilit was founded more than 40 years ago in Israel and is considered to be the largest nylon 6.6 fiber producer in the world with manufacturing and marketing operations in key regions including Europe, North America, Latin America, China, Asia Pacific and Turkey.