Lycra unveils its new brand strategy
During the Mode City and Interfilière Paris trade shows, Invista’s leading brand unveiled its new brand strategy. Going forward, the Lycra brand will be divided into four segments: Lycra Beauty for control and shaping, Lycra Sport for active and sportswear, Lycra Xtra Life for garment resilience and durability, and Lycra Energize for products tied to well-being and wellness.
Invista’s goal is to take increasing advantage of Lycra’s strong name recognition, “its most important asset,” according to international brand director Denise Sakuma.
The new strategy will also include a publicity campaign targeting professionals. Known as “Lycra Moves Your Business,” it is intended to fast track the brand’s value propositions in product, innovation and services. Additionally, clients will be invited to follow Lycra’s progress at the website www.LycraMoves.com, which will be updated regularly as the brand rolls out its new segments.
“The new brand positioning and brand architecture are born out of consumer-centric research, as well as insight furnished by the trade,” explained the company. “Analyses of social media, in addition to global qualitative and quantitative research studies conducted in eight markets, were used to understand what the Lycra fiber brand currently means to consumers and how they interpret the functional attributes of the brand across apparel categories.”
Lycra seeks to maintain its allure for consumers and professionals through large-scale, ongoing campaigns. In March 2011, a year after the launch of Lycra Sport, Lycra Style appeared, aimed at a young female clientele. The following September, the brand joined with six partners to launch the “Pour It On” campaign, highlighting Lycra’s denim fabrics.
More recently, Lycra unveiled its first bio-derived fiber, with 70% of its content consisting of dextrose derived from corn – a response to a marketplace where ecological responsibility and sustainability are a constant demand.
Best known for its Lycra and Cordura brands, the Invista Group operates today in around twenty countries. Specializing in fibers and polymers, the group employs 10,000 people in its various business activities. In January 2013, it joined the Sustainable Apparel Coalition, an NGO bringing together representatives of the entire clothing industry to encourage the reduction of the industry’s social and environmental impact.
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