Invista to present study findings at denim trade show

05 May '17

3 min read

Invista, owner of the Lycra brand, will present key findings from a global research study commissioned by it to gain a better understanding of consumers' likes, frustrations and needs around denim at the upcoming Kingpins New York denim tradeshow during May 10-11 in New York City. The study was conducted in Germany, Spain, the US, China and Brazil.

The trade show is sponsored by the Lycra brand. The company will present the findings at a seminar "Around the Denim World in 80 Days" by Jean Hegedus, Invista's global segment director for denim, on May 10. The seminar will highlight key findings from the second part of the global research study.

Gaining access to relevant consumer insights is one of many value-added benefits provided to Invista customers. The latest denim study was conducted from September to November 2016 with consumers in five countries. A highlight of "Around the Denim World in 80 Days" will be video clips of participants expressing their thoughts about this iconic garment.

"One of the most enlightening aspects of our research is how many different considerations consumers take into account when looking for a pair of jeans, and the number of unmet needs that still exist," Hegedus remarked. Key needs centred around the areas of fit, effect on appearance, garment durability, and comfort. Invista has developed a variety of solutions to address these issues.

"Each of the consumers in our sessions tested three different garments made with unique Lycra fibre technologies. The results reinforced what we found in our earlier quantitative research - that by providing the consumer with a garment that can help solve their particular issues, we can drive interest, satisfaction, and ultimately, purchase intent," Hegedus explained.

At its stand at the Kingpins Show, Invista will be highlighting some of the branded technologies it tested with consumers during the study. Arranged under three key pillars - fit, shaping and thermal comfort - each pillar will feature key insights in the form of consumer quotes from the research, along with garments from key mill partners that showcase Invista technologies that address those consumer needs.

"We designed the stand to be consumer centric, highlighting consumer needs and solutions. For example, study participants favored our Lycra dualFX technology the most. They loved the fit, felt it would last, and saw the benefit of having two different types of Lycra fibre in the garment - they believed that made the garment better quality," Hegedus added.

The research also revealed that men appreciate the benefits of jeans with Lycra technologies, but they want their jeans to maintain that authentic denim look. At Kingpins, Invista will be showcasing denim made with its corespun LYCRAT400 fibre and Lycra dualFX technology in jeans with a vintage aesthetic. (SV)

Fibre2Fashion News Desk – India

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