PrimaLoft, Inc. revealed a redesigned consumer-facing website. The site, www.primaloft.com, provides consumers, retailers and brand partners with easy access to information on the latest PrimaLoft technologies and availability.
Along with usage of new branding visuals, PrimaLoft’s website features multiple platforms dedicated to educating the consumer about all aspects of the company. The “Technology” section defines each of PrimaLoft’s business units from PrimaLoft Insulation, to PrimaLoft Performance Fabric, to the home industry. The “Performance Guide” offer consumers education from a visual perspective showing what to look for on PrimaLoft hangtags in stores.
Also included in the “Performance Guide” is the “Comfort Translator,” an interactive visual that displays how PrimaLoft products can be used from head to toe in interchangeable environments. Consumers can connect with the company via the social media aggregator displayed on the homepage that randomly populates images and posts from the brand’s social channels.
While consumer education is the main focal point of the new website, PrimaLoft is also using it to connect with brand partners and retailers. The “Retail Locator” tool uses a Google plug-in to identify a list of retailers that sell apparel made with PrimaLoft products within a specified area by address or zip code. The website provides consumers with a list of the approximately 700 brands PrimaLoft partners with internationally for easy reference. In addition, PrimaLoft plans to launch a new marketing portal in the fall to house various support assets that allow co-branding functionality for brand and retailer partners.
“This revamped website will significantly enhance our ability to engage with our critical audiences on a completely different level,” said David Newey, director of global marketing for PrimaLoft. “We now have more opportunities to create ongoing dialogue and deliver information on a much timelier basis. The website is just one of the first changes to our identity that consumers will take notice of and we’re looking forward to the next step in our brand revamp.”
