INVISTA Reboots Lycra Brand

7/7/2014
INVISTA is launching a new brand strategy for its LYCRA® fiber. The initiative encompasses an engaging brand positioning, brand architecture and the "LYCRA® MOVES YOU" consumer message in an fresh evolution of the LYCRA® fiber brand.

The new brand positioning is going to be articulated through the campaign platform "LYCRA® MOVES YOU" and succinctly brings to life the three key consumer benefits associated with the LYCRA® fiber brand: freedom, comfort and movement. A new concise LYCRA® brand architecture will now have five consumer brands that will clearly communicate consumer benefits:
  • LYCRA® brand for comfort, freedom and movement
  • LYCRA® BEAUTY brand for control/shaping
  • LYCRA® SPORT brand for physical/sport
  • LYCRA® XTRA LIFE™ brand for garment resilience/durability
  • LYCRA® ENERGIZE™ for wellbeing/ wellness
This new brand architecture, when implemented, will ensure that the LYCRA® brand message is extremely clear and focused when used at the consumer level.

The new LYCRA® brand positioning and brand architecture are born out of consumer-centric research, as well as trade insights. Global qualitative and quantitative research, as well as social listening was carried out in eight markets to understand what the LYCRA® fiber brand currently means to consumers and how they interpret the functional attributes of the brand across apparel garment categories.

Denise Sakuma, global LYCRA® brand director says, "The LYCRA® brand has high consumer awareness globally and is one of INVISTA's most important assets and a driver of value creation for our trade customers. It is essential that we keep building the LYCRA® brand's consumer relevance by continuing to educate consumers on the LYCRA® brand difference by moving consumers emotionally, physically and creatively."

As part of INVISTA's commitment to driving excellence, innovation and value, the company is also announcing a trade campaign "LYCRA® MOVES YOUR BUSINESS." Its aim is to fast track INVISTA's value propositions in product, innovation and services to its customers, so they can have rapid access to the LYCRA® fiber and brand.

Bob Kirkwood, INVISTA Apparel & Advanced Textiles executive vice president of technology and marketing says, "Everything we do as a business is rooted in consumer and industry insight, ensuring that we are constantly striving to innovate and drive businesses forward. We believe that this is a truly exciting time as we evolve and grow the LYCRA® fiber brand with both consumers and the trade."

"LYCRA® MOVES YOU" and the re-aligned brand architecture will start to come to life globally at the trade and consumer level over the next few months and will include a new consumer identity, via new hang tags, as well as a multimedia campaign. The first activation will be showcased at Mode City & InterfiliÈre in Paris from July 5-7, followed by Miami Swim Week from July 17-22, Kingpins in New York City on July 22-23, and the Outdoor Retailer Summer Market in Salt Lake City from August 6-9.

Customers and press will be invited to "follow every move" at the www.LYCRAMOVES.com website, which presents the new LYCRA® brand strategy and will be updated with each new LYCRA® brand movement showing how the brand is helping move businesses forward.
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