LYCRA® MOVES YOU
INVISTA announces new LYCRA® brand strategy
INVISTA, owner of the LYCRA® fiber brand and one of the world’s largest integrated producers of fibers and polymers, announces 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 exciting 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 to 7, followed by Miami Swim Week from July 17 to 22, Kingpins in New York City on July 22 and 23, and the Outdoor Retailer Summer Market in Salt Lake City (booth #39037) from August 6 to 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.
ICM Consumer Research, 2013 AFFINOVA® 2012, 2013Added Value, 2013
In June 2013, ICM Research conducted 2,000 online interviews (500 people in four countries – USA, Brazil, China and Italy) to select the LYCRA® sub-brand names.
In December 2012 and January 2013, the new brand positioning was selected from AFFINOVA® quantitative research conducted across eight countries (with over 1,200 respondents at each round).