Home / Knowledge / News / Textiles / Invista prepares to launch Lycra Style fibre
Invista prepares to launch Lycra Style fibre
22
Mar '11
LYCRA Style fibre, specifically designed to meet consumers' need for personalized style without compromising comfort or fit, is kicking off its global launch in late March. LYCRA Style fibre was developed for the unique branding, performance and pricing needs of the ready-to-wear market. The brand helps to create clothes that consumers love to wear, all day, every day, from day to night and casual to dressy occasions.

“INVISTA's new ready-to-wear brand, LYCRA Style fibre, is extremely important to the growth of our overall INVISTA apparel business,” says Libby Neuner, INVISTA's global marketing director for outerwear. “The sheer size of the ready-to-wear business and the opportunity to further penetrate the market makes this a critical area of focus for INVISTA.”

Historically, the LYCRA fibre brand has always had a strong emotional connection with consumers. The LYCRA Style fibre brand signals stylish, modern, fashionable and contemporary associations with consumers all key attributes in ready-to-wear. The new brand is targeted to reach a new, younger customer and will redefine the role LYCRA Style fibre will play in providing individual style without compromise.

To better understand how to emotionally engage this new target consumer, INVISTA went beyond traditional market studies and worked with Innerscope Research, a leader in the biometric market research field. The goal was to uncover deeper consumer insights that would not be limited by conscious responses.

“Working closely with Innerscope Research's biometric monitoring system, we were able to tap into consumers' emotional subconscious and understand what messages are relevant and will lead to emotional engagement,” says Neuner. “Incorporating these messages into our LYCRA Style fibre brand communications strategy will enable us to break through the clutter and resonate with our target audience.”

In the Innerscope research study, women were exposed to the LYCRA Style fibre brand, logo, hangtag, concept statement and imagery. A biometric monitoring system measured their physical reactions to the stimuli. Changes in the women's heart rates, respiration, perspiration, visual attention and cognitive processing were analyzed in relation to each stimulus. The data provided a thorough comparison of the women's emotional feelings versus their conscious responses for each marketing element.

The test helped identify and optimise the key elements of the LYCRA Style fibre brand launch. It also confirmed that the brand is ideally positioned to connect with target consumers and drive them to respond. LYCRA Style fibre is available globally.

LYCRA


Must ReadView All

Pic courtesy: Sutlej Textiles & Industries Ltd

Textiles | On 21st Jul 2017

Sutlej Textiles’ Q1 FY18 EBITDA expands to Rs 76.28 cr

Sutlej Textiles and Industries Ltd (STIL), one of India’s largest...

Textiles | On 21st Jul 2017

No shortage of cotton & yarn in country: Minister

There is no shortage of cotton and yarn in the country, and the...

Textiles | On 21st Jul 2017

CAI revises 2016-17 cotton crop to 337.25 lakh bales

Cotton Association of India (CAI) has upwardly revised cotton crop...

Interviews View All

Akash Khetan
Narayan Tex Fab

I find it hard to find professionals in Surat

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X