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Invista unveils 'Lycra Moves You' consumer campaign
May '15
Invista, which markets Lycra fibre and is also one of the largest integrated producers of fibres and polymers, introduced its new consumer campaign, ‘Lycra Moves You’ at a Brand Experience event in Bangalore.

The Lycra Brand Experience is a unique, visually exciting and experiential event which showcases the power of the Lycra brand, platforms, product innovations, co-branding and merchandising opportunities to trade partners.

“Giving wearers fit, comfort and freedom to move, the Lycra Brand Experience enables participants to get a holistic experience of the brand through creative interaction and engaging displays,” it said in a press release.

The Brand Experience event demonstrates the use of Lycra fibre in a wide range of applications like denim, activewear, intimate apparel, shapewear, trousers, legwear and swimwear.

According to Invista, the event also unveiled the new Lycra brand positioning and architecture which should enable the brand and mill partners to better leverage its differentiating value.

“The ‘Lycra Moves You’ theme reinforces the emotional link millions of consumers have developed with the brand and its association with comfort and personal freedom across a wide range of garments,” it added.

“The Indian consumer is evolving and expecting beyond the obvious when it comes to apparel, moving beyond fashion to comfort, fit, movement and performance,” Invista informed.

Invista works closely with the entire value chain, from yarn spinner to fabric mills to brands and retailers on Lycra fibre based innovations which bring freedom and flexibility to garments.

“The new consumer campaign is designed to engage emotionally with consumers by increasing awareness of the difference the Lycra brand makes to garments,” it observed.

Paolo Briatore, MD at Invista India said, "We are excited to initiate a Lycra brand movement at both trade and consumer levels.”

“The ‘Lycra Moves You’ campaign is the perfect message platform to communicate for the first time to consumers that Lycra is a brand of a fibre and the magic component gives wearers fit, comfort and freedom,” he too added.

“We are making the Lycra brand and fibre visible to consumers physically, emotionally and creatively,” Briatore noted.”

The added value and benefits of Lycra fibre will be conveyed to consumers through new hang-tags and brand imagery.

The Lycra brand logo is supported by vibrant, versatile new imagery and designs in a range of stylish retail merchandising and advertising materials articulated through the ‘Lycra Moves You’ campaign.

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.

The company’s advantaged technologies for nylon, spandex and polyester are used to produce clothing, carpet, cars and countless other everyday products.

Headquartered in the United States, Invista operates in more than 20 countries and has 10,000 employees. (AR)

Fibre2fashion News Desk - India

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