Home / Knowledge / News / Textiles / Invista prepares to launch Lycra Style fibre
Invista prepares to launch Lycra Style fibre
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.


Must ReadView All

Textiles | On 24th Oct 2016

Indian govt plans roadshows to promote textile exports

The Indian government has planned to conduct roadshows to boost the...

Textiles | On 24th Oct 2016

TPP may hit roadblock

The 12-member Trans-Pacific Partnership (TPP) that was signed earlier ...

Textiles | On 24th Oct 2016

Baba Ramdev’s Patanjali to enter textile manufacturing

Patanjali Ayurved, an enterprise initiated by yoga guru Baba Ramdev,...

Interviews View All

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Siddharth Biyani
Mangalam Industries Pvt Ltd

‘The manufacturing sector is improving day-by-day, becoming better in...

Ashok Desai
Bombay Textile Research Association

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

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Karan Arora
Karan Arora

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

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

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


Browse Our Archives


Advanced Search