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Launch of LYCRA lastingFIT fabric at Denim by Première Vision
29
May '09
Denim by Première Vision 3 June 2009, Paris – INVISTA, one of the largest elastane producers in the world and owner of many leading brands including the LYCRA fibre brand, continues to demonstrate its commitment to innovation with the introduction of LYCRA lastingFIT fabric, a new concept in denim.

To celebrate the launch of LYCRA lastingFIT fabric at Denim by Première Vision, INVISTA is sponsoring a denim café in Hall Haussmann with hostesses wearing denim garments made with LYCRA lastingFIT fabrics. Previously highlighting the benefits of XFIT LYCRA fabric in denim with a sponsorship of the rodeo bull at Denim by Première Vision in December 2008, INVISTA continues to showcase its innovations in a dynamic and interactive way, effectively bringing to life the attributes of a premium stretch fibre.

INVISTA is also implementing a global advertising print and online campaign within the trade media to celebrate the launch of LYCRA lastingFIT fabric as well as dedicated hang tags on garments for easy identification by consumers. Recent research commissioned by INVISTA conducted with female consumers in the U.S., Italy, Germany and China revealed that overall 85% of consumers would be interested or very interested in purchasing jeans that offered lasting fit and improved recovery. Source: Decision Analysts Inc, Dec. 2008 INVISTA study In response to this survey, INVISTA created a hangtag to raise awareness and educate consumers about the benefits of LYCRA lastingFIT fabric within their garments.

The new brand concept of LYCRA lastingFIT fabric reinforces INVISTA's strong heritage and reputation within the denim industry. Reflecting a new performance standard in the denim world, LYCRA lastingFIT fabric enables garments to hold their shape, even after repeated wear, with quality stretch and minimal shrinkage.

The power of the LYCRA lastingFIT fabric lies in the technology and use of T400 fibre. T400 fibre is the first of a unique generic fibre class designated as “elastomultiester” by the European Union. As the fibre is made from two different polymers, it forms a permanent coil that consistently recovers eliminating bagging and sagging within the garment. The long lasting benefit of these fabrics sets them apart from other stretch alternatives, providing the consumer with a new level of performance and consistent fit.

Marco Lucietti, RTW Segment Manager INVISTA Europe, comments 'LYCRA fibre has revolutionised the denim world for the last two decades and we are constantly evolving our product offering providing new innovations for our customers. We know, thanks to recently conducted research that 64% of our female consumers prefer the LYCRA fibre brand and we want to continue to surprise and introduce new value-adding concepts to our consumers building on our brand equity.

We are delighted with the reception that LYCRA lastingFIT fabric has had with our direct customers and we would like to thankone of our key mills, ITV, for the garments they have provided our hostesses and mannequins with at our denim café at this year's Denim by Première Vision. ITV has always had an integrated approach to the denim market, investing heavily in technology to achieve the optimum performance from its products.'


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