LYCRA® Style fiber, specifically designed to meet consumers’ need for personalized style without compromising comfort or fit, is kicking off its global launch in the U.S. in late March. LYCRA® Style fiber was developed for the unique branding, performance and pricing needs of the ready-to-wear market. The brand helps to create clothes that consumers love to wear, all day, every day, from day to night and casual to dressy occasions.

“INVISTA’s new ready-to-wear brand, LYCRA® Style, is extremely important to the growth of our overall INVISTA apparel business,” says Libby Neuner, INVISTA’s global marketing director for outerwear. “The sheer size of the ready-to-wear business and the opportunity to further penetrate the market makes this a critical area of focus for INVISTA.”

Historically, the LYCRA® brand has always had a strong emotional connection with consumers. The LYCRA® Style brand signals stylish, modern, fashionable and contemporary associations with consumers—all key attributes in ready-to-wear. The new brand is targeted to reach a new, younger customer and will redefine the role LYCRA® Style fiber will play in providing individual style without compromise. To better understand how to emotionally engage this new target consumer, INVISTA went beyond traditional market studies and worked with Innerscope Research, a leader in the biometric market research field. The goal was to uncover deeper consumer insights that would not be limited by conscious responses.

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