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Invista to position brand through campaign Lycra Moves You
Jul '14
INVISTA, owner of the LYCRA® fibre brand and one of the world’s largest integrated producers of fibres and polymers, announces a new brand strategy for its LYCRA® fibre. The initiative encompasses an engaging brand positioning, brand architecture and the “LYCRA®MOVES YOU” consumer message in an exciting evolution of the LYCRA® fibre brand. 
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® fibre 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 well being/ wellness
In India – INVISTA will focus only on LYCRA® brand for comfort, freedom and movement at the consumer level.
This new brand architecture, when implemented, will ensure that the LYCRA® brand message is extremely clear and focused when used at the consumer level. 
To support the new brand message, LYCRA® has also come out with a global brand manifesto which portrays beautifully how the LYCRA® brand is set to move the world all over again physically, emotionally and creatively. Enclosed is the link where the LYCRA® Brand Manifesto can be viewed along with the embed code.

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