Home / Knowledge / News / Textiles / INVISTA creates new brand strategy for Lycra fiber
INVISTA creates new brand strategy for Lycra fiber
04
Jul '14
INVISTA, owner of the LYCRA fiber brand and one of the world’s largest integrated producers of fibers and polymers, announces a new brand strategy for its LYCRA fiber. The initiative encompasses an engaging brand positioning, brand architecture and the “LYCRA MOVES YOU” consumer message in an exciting evolution of the LYCRA fiber brand.
 
“Everything we do as a business is rooted in consumer and industry insight, ensuring that we are constantly striving to innovate and drive businesses forward. We believe that this is a truly exciting time as we evolve and grow the LYCRA fiber brand with both consumers and the trade.”
 
The new brand positioning is going to be articulated through the campaign platform “LYCRA MOVES YOU” and succinctly brings to life the three key consumer benefits associated with the LYCRA fiber brand: freedom, comfort and movement. 
 
A new concise LYCRA brand architecture will now have five consumer brands that will clearly communicate consumer benefits:
-LYCRA brand for comfort, freedom and movement
-LYCRA BEAUTY brand for control/shaping
-LYCRA SPORT brand for physical/sport
-LYCRA XTRA LIFE brand for garment resilience/durability
-LYCRA ENERGIZE for wellbeing/ wellness
 
This new brand architecture, when implemented, will ensure that the LYCRA brand message is extremely clear and focused when used at the consumer level.
 
The new LYCRA brand positioning and brand architecture are born out of consumer-centric research, as well as trade insights. Global qualitative and quantitative research, as well as social listening was carried out in eight markets to understand what the LYCRA fiber brand currently means to consumers and how they interpret the functional attributes of the brand across apparel garment categories.
 
Denise Sakuma, global LYCRA brand director says, “The LYCRA brand has high consumer awareness globally and is one of INVISTA’s most important assets and a driver of value creation for our trade customers. It is essential that we keep building the LYCRA brand’s consumer relevance by continuing to educate consumers on the LYCRA brand difference by moving consumers emotionally, physically and creatively.”


Must ReadView All

Courtesy: Michael Kors

Fashion | On 25th Jul 2017

Michael Kors to acquire Jimmy Choo

Global fashion luxury brand Michael Kors Holdings Limited has reached ...

Apparel/Garments | On 25th Jul 2017

VF Corp posts $2.4 billion revenue for Q2 2017

VF Corporation has recorded revenue of $2.4 billion, up 2 per cent,...

Textiles | On 25th Jul 2017

Egypt signs agreement with UNIDO for cotton production

Egypt has signed a €1.5 million ($1.74 million) cooperation agreement ...

Interviews View All

Victor Chao
Esmetex

‘In future, clothing boundary lines will become increasingly blurred.’

Karel Williams
Dow Microbial Control

'Silvadur is most rapidly adopted in areas where hygiene-conscious and...

Headhonchos
Indian textile value chain

'One nation, one tax' is a great concept

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X