As part of an initiative to reinforce the value of the LYCRA® brand to consumers, INVISTA will unveil to the denim industry its new LYCRA® brand positioning at the Kingpins Denim Shows in New York (July 22-23) and Los Angeles (July 29- 30).
The new positioning is being articulated through the campaign platform “LYCRA® MOVES YOU” which brings to life the three key benefits consumers associate with the LYCRA® fiber brand: freedom, comfort and movement.
“INVISTA’s denim expertise and ongoing development of new technologies is evidenced by LYCRA® fiber being at the forefront of the denim world for more than 20 years”
In addition to the new positioning, INVISTA is rolling out a simplified brand architecture focused more on the LYCRA® brand itself with fewer sub-brands to ensure a clear and focused message to the consumer. As part of this effort, the company is upgrading its hangtags to a new, contemporary style with the “LYCRA® MOVES YOU” message.
The new positioning, brand architecture and promotional elements were born out of extensive consumer research. Qualitative and quantitative studies as well as social listening were carried out in eight markets to understand what the LYCRA® fiber brand means to consumers and how they interpret its key attributes across various garment categories.
The “LYCRA® MOVES YOU” theme reflects the “promise of freedom of movement, as well as the emotional connection consumers have told us they feel toward the brand,” said Rita Ratskoff, INVISTA’s denim marketing manager for North America. “To the trade, the new positioning is a call to move with us in creating new and innovative products that drive business,” she added.
At Kingpins, INVISTA will bring the new positioning to life, showcasing a variety of LYCRA® brand technologies that address the consumer’s need for comfortable garments that move with them. From its dualFX® technology for super stretch garments that keep their shape, to XFIT technology for 360o comfort and fit, to durable yet comfortable options such as TOUGH MAX™ technology, visitors to the INVISTA stand will find LYCRA® branded solutions to many common consumer issues.
Further underscoring its commitment to developing consumer relevant market concepts, INVISTA will host a seminar on July 23 to present the results of a recently completed global denim study.
According to Jean Hegedus, INVISTA’s global denim director, the presentation will cover specific insights about what consumers are looking for in their jeans as well as some of the larger megatrends that are influencing their behavior. In addition to the quantitative research, INVISTA will showcase fun video featuring comments from Dutch consumers.
“Since the Dutch own more jeans per capita than people in any other country, we thought it would be interesting to get their perspective on where this iconic garment is headed,” Hegedus said.