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Spike in demand for RadElast S17B spandex
Feb '11
It's no secret that women's denim is one of the most competitive categories in the apparel industry. What was once the undisputed uniform of all-American casual style has evolved into every enterprising businessperson's American dream. But the explosion of brands in recent years, mostly trendy premium lines, is making way for a new entrepreneur using stretch fabric to sell jeans to fortysomething consumers.

The Baby Boom generation, reportedly standing 76 million strong is the hot new consumer market for savvy marketers using lower price points and innovative body-shaping constructions to woo the 40+ woman with a message that affordably priced stretch denim can strike a balance between matronly mom jeans and overly trendy styles aimed at hipsters.

The leading secret weapon of the new breed of denim gurus is spandex. The appropriate percentage of spandex, generally two to four percent, gives denim fabric diverse shaping benefits that function as temporary – and affordable – alternatives to expensive cosmetic surgery and drastic weight-loss techniques. Men's jeans are also seeing a rise in spandex content as male consumers recognize the fiber's fit benefits.

“Spandex is the new Botox,” says RadiciSpandex Marketing Manager Kim Hall. “The denim industry is being very innovative, at all levels of retail distribution and price points, to cater to the shaping needs of an aging American population. We're seeing a spike in demand for our RadElast S17B spandex resulting from the diversity of fabrics with performance features that jeans companies are building into these new lines.”

Denim marketers are playing up the makeover appeal of their jeans with a focus on how their constructions offer solutions to the pivotal body challenges that have vexed women for ages.

Tummy control is a priority concern for all aging consumers and built-in panels are a must-have feature in jeans targeted to this demographic.

Who has not given themselves a backward glance in the mirror while shopping for jeans? Derriere lifting is a primal issue addressed by denim with strategically placed pockets and aerodynamic seams that give a maturing backside a gentle lift, supported by stretch fabric that hugs a woman's silhouette, boosting not only her posterior, but her ego, in the process.

Shape retention is literally one of spandex's long-lasting benefits. A favorite pair of jeans is almost like a longtime friend who only becomes more important with the passage of time. In this regard, stretch denim with chlorine-resistant RadElast S17B withstands multiple washings and keeps its shape and fit.

Based in Gastonia, NC, RadiciSpandex Corp., maker of RadElast spandex fiber, is a U.S. subsidiary of RadiciGroup, an international fibers conglomerate. With 6,741 employees worldwide and 2007 consolidated sales of EUR 1,433 million, RadiciGroup is one of Italy's leading multinationals, a diversified group specializing in chemicals, plastics, synthetic fibres and textile machinery.


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