INVISTA delivers new global campaign for LYCRA® fibre brand

Leading fibre producer INVISTA has introduced a new global campaign for its flagship LYCRA® fibre brand, titled as   ‘Some Clothes Love You Back’. The launch of this exciting new campaign marks the culmination of a year long process for INVISTA and London based advertising agency, Fallon. A single trade and consumer campaign has been developed to build on the unique understanding the LYCRA® brand fibre has of how consumers want their clothes to move, look and feel. The campaign will feature across an extensive range of media around the world as well as online.

The “Some Clothes Love You Back” campaign follows previous successful LYCRA® fibre brand activities including ‘’LYCRA® Sensations” in 1990, “Nothing Moves Like LYCRA®” in 1996, “Enjoy the Difference” in 2000 and “Has It” in 2002.  The new campaign builds on consumer insights collated by THINKTANK Research, which demonstrated the consumer understanding of LYCRA® fibre as a trusted brand with a strong emotional connection to consumers that has led to its preference by more than 60% of consumers polled over plain ‘stretch’ options and recognised by 90% of consumers globally. The LYCRA® fibre brand campaign differentiates LYCRA® fibre through particular emphasis on the way clothes make women look and feel.  Consumer testing of the campaign across four continents has shown that the campaign taps into a strong consumer love for their favourite clothes and the way those clothes make them feel.  Consumers reacted strongly when shown the campaign during testing “You do feel as if they’re talking to you…and it’s a real conversation” said a London consumer, another in Milan reacted with, ”I feel like I’m being understood” and a Sao Paulo consumer stated “This is very emotional, very romantic, it talks about the love affair women have with their wardrobe.”

The campaign also demonstrates that LYCRA® fibre remains a fibre of choice among leading names within the fashion and textile industry.  Zac Posen, denim brands True Religion and JBrand and lingerie icons La Perla and Chantelle, are all featured in the initial images for the ‘Some Clothes Love You Back’ campaign. The twelve signature images feature a range of LYCRA® fibre innovations in Intimate Apparel, Swimwear, Legwear, Sweaters, Denim, Dresses and Active Wear. LYCRA® fibre is unique and continues to differentiate itself from all other fibres through ongoing innovation.  Recent developments include, XFIT LYCRA® fabric, LYCRA® Black fibre and Xtra Life LYCRA® fibre.

The campaign was shot in Southern Italy by leading fashion photographer, Laura Sciacovelli in November 2007. Following previous editorial work for British fashion and style publications The Face, Dazed and Confused and The Fashion, Sciacovelli was specifically chosen for the campaign for her ability to create a luxurious, sensual and natural feel in her work; perfectly demonstrating the benefits of LYCRA® fibre in a single photograph. Images highlight the versatility of LYCRA® fibre’s innovations and the intimate portraits reinforce the “Love You Back” ethos of the campaign.

INVISTA Global Brand and Communications Director, Bruce Rowley said, “The campaign we developed is built on the LYCRA® fibre brand’s unique understanding of how women are shaped, how they move and how they want their clothing to look and feel.” He went on to add, “With this very honest and personal new campaign we are further differentiating our customers’ garments in the crowded market place.”

A completely rebuilt www.lycra.com Website in 10 languages will launch later this Spring, ensuring ease of access key product and brand information as well as help in finding LYCRA® fibre customers with the ‘Clothes that love you back.’ Furthermore, INVISTA will be supporting their brand, mill and retail partners with this brand campaign providing materials such as dedicated hang tags and POS.

INVISTA will hold further launch events at India’s Images Fashion Forum, New York Fashion Week as well as events in Brazil, Columbia, Mexico, Hong Kong and Shanghai to showcase this campaign, which first appears in trade print across Europe. 

Courtesy:www Lycra.comu