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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.”

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