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

Market share of Indian textile items expand in 13 nations

Textiles | On 11th Dec 2017

Market share of Indian textile items expand in 13 nations

Thirteen countries — Germany, France, Italy, the United States,...

Courtesy: EUBrasil

Textiles | On 11th Dec 2017

Euratex, ABIT welcome negotiations for EU-Mercosur FTA

European Apparel and Textile Confederation (Euratex) and the...

Most firms expect no change in investment plans: CII survey

Textiles | On 11th Dec 2017

Most firms expect no change in investment plans: CII survey

Despite visible optimism in Indian industry with the Confederation of ...

Interviews View All

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Dinaz Madhukar
DLF Emporio and DLF Promenade

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

Ghanshyam Ghoghari
Kimora Fashion

Bridalwear is not about reds and whites anymore

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Larry L Kinn
Suominen Corporation

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

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

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

December 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

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.2%
No
12.1%
Skip
18.7%

Total Votes: 91

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

Yes No

Active Poll

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

Yes
61.5%
No
30.8%
Skip
7.7%

Total Votes: 91

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

Yes No

Active Poll

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

Yes
86.8%
No
9.9%
Skip
3.3%

Total Votes: 91

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

Active Poll

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

Yes
81.3%
No
8.8%
Skip
9.9%

Total Votes: 91


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