The program has been developed with Refinery29, a leading global media and entertainment company millennial and Gen Z women.
Inspired by the two fibers in LYCRA® dualFX® technology, diverse pairs of real women are featured in some of this year’s custom content created by Refinery29. Whether it is a night on the town, on the dance floor or simply hanging out together, these women demonstrate how jeans with LYCRA® dualFX® technology deliver a comfortable, lasting fit for all body types regardless of their shape or size.
The annual autumn denim campaign is designed to drive interest and purchase of the co-brands’ jeans by educating the consumer on the lasting comfort, fit and performance of LYCRA® dualFX® technology. This is achieved through a combination of compelling Refinery29 photo features and engaging serviceable content. Readers learn valuable information on how to shop for denim, fit tips, and trending styles from a fashion authority. The custom content links to the featured denim brand’s website for a seamless shopping experience.
Three of the participating brands, SUPERDRY, NEXT and LONG TALL SALLY, will be featured exclusively on Refinery29’s dedicated UK site. The full list of this year’s participating brands is: 7 FOR ALL MANKIND, AMERCIAN EAGLE, C&A, CALVIN KLEIN JEANS, DL 1961, ESPRIT, GUESS, JOE’S JEANS, LEVI’S®, LONG TALL SALLY, LUCKY BRAND, NYDJ, SUPERDRY, TORRID and TARGET’S UNIVERSAL THREAD.
“We selected Refinery29 to develop our denim campaign because its custom content helps our co-brands connect with their target consumers in relevant and meaningful ways,” said Helen Latham, Denim and RTW Senior Account Manager UK, The LYCRA Company. “Refinery29 excels at storytelling and effectively communicating the value and differentiated benefits of our technology to drive sales of our co-brands’ jeans.”
The six-week campaign features high impact media including homepage and fashion channel takeovers and banner ads on Refinery29. In addition, content will be promoted through the global platform’s broad social and digital distribution channels including dedicated e-mails and newsletters. The UK campaign kicks off with a 7-day home page take over for NEXT and SUPERDRY Instagram activity. The campaign will also feature a custom market feature for all three UK specific brands for five weeks.
The 360-degree activation is also amplified on LYCRA® brand owned and paid media channels to further drive consumer purchase intent and highlight the unmatched level of marketing support The LYCRA Company offers its global customers.
The LYCRA Company innovates and produces fiber and technology solutions for the apparel and personal care industries, as well as specialty chemicals used in the spandex and polyurethane value chains. Headquartered in Wilmington, Delaware, The LYCRA Company is recognized worldwide for its innovative products, technical expertise, and unmatched marketing support. The LYCRA Company owns leading consumer and trade brands: LYCRA®, LYCRA HyFit®, LYCRA® T400®, L by LYCRA®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX®, TACTEL®, and TERATHANE®. While The LYCRA Company’s name is new, its legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fiber. Today, The LYCRA Company is focused on adding value to its customers’ products by developing unique innovations designed to meet the consumer’s need for comfort and lasting performance. (PC)
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