Invista, an owner of the Lycra fibre brand and one of the largest integrated producers of fibres and polymers, has announced a new brand strategy for its Lycra fibre.

The initiative encompasses an engaging brand positioning, brand architecture and the ‘Moves You’ consumer message.

The new brand positioning is going to be articulated through the campaign platform ‘Lycra Moves You’ and it brings to life the three key consumer benefits associated with the Lycra fibre brand - freedom, comfort and movement. 

New brand architecture

A concise brand architecture will see the Lycra master brand underpinned with four supporting consumer Lycra sub-brands that will communicate the additional benefits:

• Lycra Beauty (control/shaping)
• Lycra Sport (physical/sport)
• Lycra Xtra Life (garment resilience/durability)
• Lycra Energize  (wellbeing/ wellness)

These four supporting brand names have been chosen by consumers through quantitative and qualitative research.  This new brand architecture, when implemented, is hoped to ensure that the Lycra brand message is extremely clear and focused when used at the consumer level. 

Moving consumers

Global qualitative and quantitative research, as well as social listening was carried out in eight markets to understand what the Lycra fibre 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, explained: “The Lycra brand 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.”

Lycra moves your business

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 their customers, so they can have rapid access to the Lycra fibre and brand.

Bob Kirkwood, EVP of Technology and Marketing, commented: “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 fibre brand with both consumers and the trade.”

www.lycramoves.com

www.invista.com