Commercial Success for LYCRA® Beauty Certification Program with Global Brands
INVISTA, one of the world’s largest integrated producers of fibers and polymers, showcased highlights of LYCRA® beauty fabric’s commercial adoptions from international intimate apparel brands at Mode City in Paris, July 9-11.
As of June 2011, more than 40 brands, ranging from true shapewear players, high-end fashion or mainstream brands from around the world adopted INVISTA’s innovative LYCRA® beauty fabric program for shaping intimates. The certification program launched with great success for intimate apparel at Mode City in September 2010. Before the launch, INVISTA commissioned global research* to understand what women consider to be important attributes in their shapewear, and how well their expectations were met. The study revealed a large gap between the importance of attributes and the level of their consumer satisfaction across the shapewear market.
“We are proud to report that not even one year after its launch, internationally renowned intimate apparel brands such as Bali, La Perla, Spanx and Wacoal are already featuring LYCRA® beauty fabric in their shaping designs,” said Alistair Williamson, INVISTA Apparel’s managing account director for intimate apparel and swimwear in Europe and North America. “Furthermore, less than a year after the launch, we have issued close to 3 million LYCRA® beauty fabric hangtags—a clear indication that our dedicated shapewear offering is addressing a market need.”
This year, the LYCRA® beauty platform is expanding to meet the consumers’ increased desire for shaping and comfort with a wider selection of intimate apparel materials, ranging from delicate lace or ultra-lightweight fabrics to seamless garment construction technology.
Visitors were offered a glimpse of commercial samples from brands that have adopted LYCRA® beauty fabric at the INVISTA stand at Mode City (Hall 1/M64 – N75) and learned about the diversity of the LYCRA® beauty fabric platform, including:
- Latest high performance and specialty fabrics for intimate apparel
- Latest commercial and concept garments showcasing the new LYCRA® beauty seamless developments
- Launch of LYCRA® beauty fabric for shaping swimwear and first commercially available garments
Brands showcased on INVISTA stand
- Body Wrap
- La Perla
- Pierre Mantoux
- Playtex Gemma
- Magic Bodyfashion
INVISTA continues to lead the fashion industry by regularly updating its innovation portfolio, bringing added value to customers throughout the apparel value chain. LYCRA® is a trademark of INVISTA.
*Source: Strategic Insights. Global Consumer Shapewear Study 2009. 1,133 female participants from US, Brazil, France, Italy, Germany and UK.
Do you know the LYCRA® fiber brand?
The LYCRA® fiber brand 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 elastane fiber and other premium stretch fibers and fabrics 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® fiber brand is a registered trademark of INVISTA, one of the world’s largest integrated polymer, intermediates and fibers businesses.
About Mode City
The Mode City show is the leading international trade fair for intimates, swimwear and well-being. It is the most important business platform in the world for the swimwear and lingerie market. This year over 25,000m2 of exhibition space will host exhibitors representing 500 brands. Nearly 25,000 buyers are expected to attend, 70 percent of them international.
Georgie Billingham at MSL London
Work +44 20 7878 3280