Invista, owner of the Lycra fibre brand and one of the world's largest integrated producers of fibres and polymers has announced a new brand strategy for Lycra fibre. The initiative encompasses an engaging brand positioning, brand architecture and the 'Lycra Moves You' consumer message.
The new brand positioning will be displayed through this new campaign conveying the three key consumer benefits associated with the Lycra fibre brand: freedom, comfort and movement. A new Lycra brand architecture will now have five consumer brands like Lycra brand for comfort, freedom and movement, Lycra Beauty brand for control/shaping, Lycra Sport brand for physical/sport, Lycra Xtra Life brand for garment resilience/durability and Lycra Energize for wellbeing/ wellness that will clearly communicate consumer benefits. In India, Invista will focus only on Lycra brand for comfort, freedom and movement at the consumer level.
To support the new brand message, Lycra has also come out with a global brand manifesto which portrays beautifully how the Lycra brand is set to move the world all over again physically, emotionally and creatively. The new brand positioning and brand architecture are born out of consumer-centric research, as well as trade insights. 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.