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American Eagle becomes part of Invista campaign

Oct '18
Courtesy: Businesswire
Courtesy: Businesswire
For the second year in succession, American Eagle has joined a digital marketing campaign developed by Invista to promote jeans made with Lycra dualFX technology. This innovation combines two different Lycra brand fibres to create one resilient yarn that enables jeans to keep their shape all day, every day, while delivering exceptional comfort and fit.

The “Lycra Insiders” campaign, which has the tagline “It’s what’s inside that matters most,” is inspired by and targets today’s Gen-X and millennial consumers, who are much more than they seem on the surface. Custom content has been developed for American Eagle by Refinery29, a leading digital media company for millennial women, that will also publish it on its influential platform.

American Eagle is a leading global retailer famous for creating quality jeans offering comfort, fit and style at an affordable price. The brand selected high-impact influencers Veronica and Vanessa Merrell to promote its new Ne(X)t Level jeans made with Lycra dualFX® technology. The 22-year-old identical twin sisters are actresses and musicians that have amassed over 4.7 million followers across their social media channels.

In a custom video created for Lycra Insiders by Refinery29, the Merrell Twins will inspire viewers with their personal story about what’s inside them that matters most, while promoting the benefits of the Lycra brand technologies inside the American Eagle jeans they’re wearing. The video will live on the Merrell twins’ social media sites, as well as Refinery29 and Lycra brand digital channels.

“The ‘Lycra Insiders’ programme is designed to engage female consumers and raise awareness of the unique benefits Lycra dualFX technology can add to jeans,” said Rita Ratskoff, senior marketing manager, denim, Invista. “It’s a testament to the success of last year’s fall denim campaign that American Eagle has returned to promote its use of Lycra dualFX technology on Refinery29. The Merrell Twins are the perfect choice to accelerate purchase intent and drive online retail sales among young women.”

Lycra and dualFX are trademarks of Invista. (SV)

Fibre2Fashion News Desk – India

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