Invista to position brand through campaign Lycra Moves You

10 Jul '14

3 min read

The new 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® fibre 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.”

As part of INVISTA’s commitment to driving excellence, innovation and value, the company is also announcing a trade campaign “LYCRA® MOVES YOUR BUSINESS.” Its aim is to fast track INVISTA’s value propositions in product, innovation and services to their customers, so they can have rapid access to the LYCRA® fibre and brand.

Bob Kirkwood, INVISTA Apparel & Advanced Textiles Executive Vice President of Technology and Marketing says: “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® fibre brand with both consumers and the trade.”

“LYCRA® MOVES YOU” and the re-aligned brand architecture will start to come to life globally at the trade and consumer level over the next few months and will include a new consumer identity, via new hang tags, as well as a multi media campaign. In India, the first activation will be showcased at Galleria Intima Fair from August 18- 19 at Goa.

Customers and press will be invited to “Follow every move” at the www.LYCRAMOVES.com website, which presents the new LYCRA® brand strategy and will be updated with each new LYCRA® brand MOVEMENT showing how the brand is helping move businesses forward.

INVISTA

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