LYCRA® FIBER MOVES IV – COMO 2016 - Day One
FUTURE FORWARD: A global perspective on the future of legwear
Day one of the industry’s only global legwear conference LYCRA® FIBER MOVES IV in Como, Italy, saw the legwear industry’s most influential professionals and leading decision-makers gather to share knowledge and learn about market-leading innovations, consumer insights, and legwear fashion trends.
The LYCRA® FIBER MOVES conference is an exclusive invitation-only event designed to provide leaders of the legwear industry with a recognised global meeting point during which they can network with the best in the business, explore new opportunities, and benefit from insightful conference sessions.
The theme for LYCRA® FIBER MOVES IV is FUTURE FORWARD, offering valuable insights into customer buying trends, global consumer trends, digitalisation and the power of technology to communicate fashion and retail from high profile speakers.
Chosen specifically by INVISTA for their pioneering roles within their fields, David Jofre Tejada of Comercia Global Payments and Jorge Martin of Euromonitor kicked off the event discussing the rise in M-commerce, sharing figures on the growth of the mobile share in the market. While Petra Dillemuth and Giampaolo Faconio from GfK and Anne-Marie Commandeur from stijlinstituut amsterdam presented developments in the legwear market and trends. Jonathan Chippindale from Holition also shared some fascinating information about how the power of digital technology has disrupted the retail world.
SUPER SUMMER SHEER technology by LYCRA® brand was the first innovation of the day, introduced by Sybille Bald, global segment director for hosiery at INVISTA: “SUPER SUMMER SHEER technology by LYCRA® brand has been designed to create and highlight fresh perspectives on ultra sheer hosiery thanks to its upgraded technology. The new offering is designed to be worn into the warmer summer season. By delivering sheerness with lasting fit, barely felt hosiery, and optimal durability our aim is to position it as the leading ‘Better-than-Bare’ offering with built-in durability. The use of our anti-laddering FUSION™ technology by LYCRA® brand gives you ‘the feeling of wearing nothing’ in super transparent sheer hosiery with super high resistance.”
Another LYCRA® FIBER MOVES IV show-stopper was the experimental LYCRA® F!T FINDER app, presented by Wim Bakker, Technical & Market Development Fellow, INVISTA Apparel, Richard Barnes, Select Research, and Marciej Kopitek, Ferax. Consumer insights have shown that a high percentage of women have difficulty finding hosiery that fits and feels comfortable. This insight led INVISTA to develop a trial app to help customers find the right size based on their body measurements and digital body scans. Guests at LYCRA® FIBER MOVES were invited to test the app and commented on how user-friendly it is. Previous research demonstrated that more than 75% of women surveyed found it engaging and user-friendly with more than 90% saying they would recommend it to friends.
During the cocktail dinner, the FUTURE FORWARD themes were brought to life with an inspiring catwalk fashion show accompanied by an upbeat digital presentation demonstrating the history of past trends such as the experimental, the playful and the futuristic, moving to the future of LYCRA® fibre including the environment, sustainability, translucency and compression. The evening ended with a hint about the following day’s innovation.
Sybille Bald commented on the day’s successes: “We are delighted with the high calibre of guests today and the positive reaction to the speaker sessions and innovations. The energy from the room was exciting and dynamic. The future looks bright for legwear and we’re looking forward to another great day tomorrow.”
Tara Kerpelman Puig