LYCRA® MOVES YOU™
INVISTA announces new LYCRA® brand campaign
INVISTA, owner of the LYCRA® fiber brand and one of the world’s largest integrated producers of fibers and polymers, launches its new consumer campaign today. This visually exciting initiative and associated co-branding and merchandising opportunities are now available to trade partners at a new business-to-business website— www.connect.lycra.com.
The new consumer campaign is the outcome of a two-year, multi-market research program. Its LYCRA® MOVES YOU™ theme reinforces the emotional link millions of consumers have developed with the brand and its association with comfort and personal freedom across a wide range of garments.
A world-class campaign created and produced by the SapientNitro agency includes dynamic visuals shot by internationally acclaimed photographer Rankin, who likens the freedom and energy his models depict to the unique characteristics of LYCRA® fiber, as well as stylish TV and digital channel commercial from award-winning film director Philippe André.
Denise Sakuma LYCRA® brand global director said, "We are excited to cause a LYCRA® brand movement at both trade and consumer levels globally. The LYCRA® MOVES YOU™ campaign is the perfect message platform to communicate for the first time to consumers that LYCRA® is a brand of a fiber and THE magic component that gives wearers fit, comfort and the freedom to move. We are making the LYCRA® brand and fiber to be visible to consumers physically, emotionally and creatively."
The added value and benefits of LYCRA® fiber will be signalled to consumers through new hang-tags and brand imagery. The iconic LYCRA® brand logo is supported by vibrant, versatile new imagery and designs in a range of stylish retail merchandising and advertising materials articulated through the campaign LYCRA® MOVES YOU™.
Bob Kirkwood executive vice president of INVISTA Apparel & Advanced Textiles, said, “The research showed that although awareness and respect for LYCRA® fibers is consistently high, consumers were sometimes confused about the multiple benefits it brings. The new brand architecture and positioning simplify and communicate the benefit propositions in ways that we believe will also increase levels of emotional engagement.
“The new LYCRA® brand positioning and architecture should enable downstream partners from yarn spinners to retailers to better leverage its differentiating value. They can view all the elements of the new LYCRA® MOVES YOU™ consumer campaign at www.connect.lycra.com where our new business-to-business website provides full information on the technology platforms and joint marketing opportunities that accompany it.”
From October onwards, consumer communications will take the form of a collection of TV and online commercials, a distinctive new print campaign, a major digital and social platform, as well as new merchandising initiatives at point of sale. The campaign will roll-out progressively in the months ahead to enable trade partners in each region to take full advantage through co-branding initiatives, hang-tags, and joint merchandising programs.
About LYCRA® fiber
The LYCRA® fiber is an integral element in many of the world’s leading fashion brands but is often misunderstood. “LYCRA®” is not a fabric or type in its own right. It is not the name of the category of stretch fabrics or clothing. It is the world’s leading brand of spandex fiber that can be combined with many other fabrics such as cotton, wool, leather or even cashmere. It is a brand that delivers the consumer promise of comfort, fit and freedom of movement. A touch of LYCRA® fiber ingredient can help make garments and the people that wear them look better and feel better. LYCRA® branded fibers are essential ingredients in fashion today, driving innovation and working with designers and brands to produce stylish, beautiful clothes. LYCRA® branded fibers are found in all types of garments from underwear and swimwear, jeans and tailored suits to sportswear, hosiery and sweaters. The LYCRA® brand’s consumer marketing activity “Free Your Body, Liberate Your Mind”, won two Stevie® Awards at the 11th International Business Awards on 15 August 2014.
For more information, visit www.lycramoves.com and www.connect.lycra.com find us on Instagram or Twitter (@LYCRAbrand).
LYCRA® and LYCRA® MOVES YOU™ are trademarks of INVISTA.
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