Lycra® brand launched new marketing campaign based on global
insights around denim
INVISTA, owner of the LYCRA® brand and a leader in
developing market-driven innovations for the textile industry,
has launched a new marketing campaign based on global consumer
insights around denim. The proprietary research revealed some of
the frustrations women experience when wearing or shopping for
“The most common problems women had with jeans like
fit, comfort and shape retention, could be solved if the denim
fabric contained LYCRA® dualFX® technology,” said Rita Ratskoff,
INVISTA’s senior denim marketing manager. “We developed a
co-branded marketing program to educate millennial women about
this technology and promote its unique benefits so they can love
wearing jeans again.”
To reach this target audience, the LYCRA® brand
teamed up with Who What Wear, a leading fashion editorial and
shopping website, to promote jeans that solve the “denim
dilemmas” revealed in the study.
The website’s FALL DENIM EDIT features jeans made
with LYCRA® dualFX® technology, the key ingredient that allows
denim to keep its shape, all day, every day.
LYCRA® dualFX® technology combines two LYCRA® brand
fibers into one resilient yarn. One fiber provides super stretch
while the other enables it to snap back to its original shape
time after time. The two work in tandem to provide stretch denim
fabrics that won’t stretch out.
According to Natalie Cantell, Who What Wear’s
fashion director, “Getting jeans with the right fit in all the
right places -- and then maintaining that fit once you’ve
brought them home can be an elusive pursuit. That’s why we’re
so excited to share the denim brands that are creating jeans
with a truly great fit, thanks to LYCRA® dualFX® technology.”
The co-branded marketing program is designed to
help the millennial consumer take the guess work out of shopping
for the best-fitting jeans. The unique attributes of LYCRA®
technologies, and the leading brands that use them, are
highlighted in content designed to be shareable, including:
Influencer interviews - Discover the AMERICAN
EAGLE OUTFITTERS jeans made with LYCRA® dualFX® technology
that Gina Ybarra of Hunt for Styles can’t live without.
Shopping tips - Blogger Michelle Madsen of Take
Aim tells readers how to find their own favorite pair by
looking for LYCRA® dualFX® technology.
Videos that discuss denim dilemmas and offers
solutions – OLD NAVY Built-In Sculpt Rockstar Jeans with
LYCRA® BEAUTY shaping technology comfortably sculpts curves
even when women are on the move, and offers a smooth
silhouette that stops skinny jeans from becoming boring.
“Most women think that finding the right cut and
size is the secret to great fitting jeans, but this engaging
content shows how important it is to look at the technology
hiding inside the fabric as well,” Cantell added.
Visit Who What Wear to explore its “FALL DENIM
EDIT” and see the latest elements of this digital and social
media campaign. The Curated Denim Shop features the fashion
editors’ favorite jeans for fall that feature LYCRA® dualFX®