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INVISTA to unveil new LYCRA fibre brand strategy
01
Sep '14
INVISTA, one of the world’s largest integrated producers of fibres and polymers, will launch a new brand strategy for its LYCRA fibre.

The campaign encompasses an engaging brand positioning, brand architecture and the “LYCRA MOVES YOU” consumer message, which INVISTA says, is an exciting evolution of the LYCRA fibre brand.

The new brand positioning will be articulated through the campaign platform “LYCRA MOVES YOU” and create awareness on three key consumer benefits associated with the LYCRA fibre brand; namely - freedom, comfort and movement.

A new concise LYCRA brand architecture will now have five consumer brands that will clearly communicate consumer benefits, which include 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 and LYCRA ENERGIZE for well being/ wellness.

At the consumer level in India, INVISTA will focus only on LYCRA brand for comfort, freedom and movement.

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.

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.

She continues, “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.

With leading brands including LYCRA, COOLMAX, CORDURA, STAINMASTER and ANTRON, INVISTA is one of the world’s largest integrated producers of chemical intermediates, polymers and fibers.

Headquartered in the United States, INVISTA operates in more than 20 countries and has about 10,000 employees.

Fibre2fashion News Desk - India

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