INVISTA sponsors Denim by Première Vision and launches LYCRA® BEAUTY branded fabrics for shaping as part of its new strategy
INVISTA, owner of the LYCRA® fibre brand and one of the world’s largest integrated producers of fibres and polymers, is sponsoring the Denim by Premiere Vision show on the 19th and 20th of November in Barcelona, where it will launch its new global branding strategy to the European denim market and unveil its latest innovation: LYCRA® BEAUTY branded fabrics for shaping denim.
The new branding strategy is the outcome of a two-year, multi-market research initiative to understand better how consumers relate to the LYCRA® brand. The new theme – LYCRA® MOVES YOU™ – 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. The strategy will be brought to life at the INVISTA stand at Denim by Première Vision through innovative imagery created by world-renowned fashion photographer Rankin.
In addition to the new branding platform, INVISTA will launch its latest denim innovation: LYCRA® BEAUTY branded fabrics for comfortable, long-lasting shaping denim, and will hold a seminar on this topic on the first day of the show. Based on INVISTA technology that can actually quantify and predict the comfort and shaping capability of a fabric, LYCRA® BEAUTY branded garments can help women look and feel their personal best.
A recent INVISTA study conducted by Strategic Insights showed that more than 80% of women across U.K., France, Germany, Italy, and the U.S. were interested in purchasing denim garments that could shape or enhance their body, and that they wanted the denim fabric itself to do the shaping. The survey also showed that there were some performance gaps with current commercial denim shaping garments in areas such as fit, slimming or smoothing certain areas of the body, and flattening the tummy.
To help address these needs, INVISTA employed a scientific method to correlate fit model feedback with wear force testing and body scanning technology to quantify the ability of a denim fabric to provide comfortable shaping. Based on this work, quality standards were developed, and garments made with fabrics that meet these standards are eligible to carry the LYCRA® BEAUTY logo or hangtag.“By sourcing fabrics that meet LYCRA® BEAUTY branded fabric quality standards, brands and retailers can have the tools to develop garments that provide comfortable shaping, resulting in a high degree of consumer satisfaction,” says Jean Hegedus, INVISTA’s Global Marketing Director for Denim.
To find out more about LYCRA® BEAUTY fabrics and other INVISTA innovations, visit us at the INVISTA stand (A20) at Denim by Première Vision on November 19th and 20th at the Fira Montjuïc in Barcelona. Special events include:
- Demonstration of PINTER CAIPO’s new dual core spinning machine using dualFX® technology by LYCRA® brand: November 19th at 10:30am, PINTER CAIPO stand (B29)
- INVISTA press conference: LYCRA® MOVES YOU™ strategy and LYCRA® BEAUTY branded fabrics for shaping denim presentation: November 19th at 2pm, “Principe”, Hall 8.
- INVISTA and Lenzing joint press conference on COOLMAX® fabric with TENCEL® fibre – The Ultimate in Cool, Contemporary Comfort: November 20th at 11am, “Principe”, Hall 8.
To learn more about INVISTA’s new LYCRA® brand strategy visit www.LYCRAmoves.comTo discover INVISTA’s latest technologies and new developments visitwww.connect.LYCRA.com
LYCRA®, LYCRA® MOVES YOU™ and COOLMAX® are trademarks of INVISTATENCEL® is a registered trade mark of Lenzing Group.
About Denim by Première Vision
Launched in Paris in 2007, and held in Barcelona since May 2014, Denim by Première Vision is the can’t-miss meeting place for the international denim community. True to its original concept and values, the show brings together each season in one place the industry’s key players around a unique, creative, and rigorously selective offer reflective of the global premium denim market.Rich in inspiration, meetings and events, the show aims to bring together the elite of the specialised international offer, in a relevant manner, to create a global platform serving a global business.Next edition of Denim by Première Vision: 19 & 20 November 2014Hall 8 - Fira Barcelonawww.denimbypremierevision.com