Educational LYCRA campaign in India
Lycra® brand fibre from Invista, is often an integral element in many of the world’s leading apparel brands. Now it reaches out to consumers to provide them with an opportunity to touch and feel garments with stretch at major malls and market places in India
The educational consumer drive is called LYCRA® Fest, being present in leading malls and popular market places of Delhi and Bangalore (IND). It started on March 10, 2014 in Delhi with an excellent outrun in five major malls across the capital city of India. The Bangalore activity started on March 18th and will continue up to March 24, 2014, again in major malls. With these activities, LYCRA wants to give consumers a experience to feel garments from leading brands (under- and swimwear, jeans, tailored suits , sportswear, hosiery and sweaters) infused with LYCRA.
Once consumers have learned about the brand fibre, they will be directed to retailers that seell products with LYCRA® brand fibre in or around that mall. The brands participating in the LYCRA fest are Lee, Wrangler, LP Jeans, Numero Uno, Triumph, Body Care, Miss-T, Goverson’s Paris Beuaty and Winta, as well as several other international and Indian brands.
As we all know, leading brands include LYCRA®, COOLMAX ®, CORDURA®, STAINMASTER®, and ANTRON®. INVISTA is one the world’s largest integrated producers of chemical intermediates, polymers and fibres. The company’s enhanced technologies for nylon, spandex and polyester are used to produce clothing, carpet, car parts and countless other everyday products. The company is headquartered in the U.S. and operates in more than 20 countries and employs around 10000 persons.
LYCRA® fibre brand is an integral element in many of the world’s leading fashion brands, but often misunderstood, because it is not a fabric or type in its own right. It is not the name of the category of stretch fabrics or clothing. It is the world’s leading brand of elastane fibre and other premium stretch fibres and fabrics that can be combined with many other fabrics, such as cotton, wool, leather or even cashmere. It is a brand delivering the consumer promise of comfort, fit and freedom of movement. LYCRA® branded fibre is an essential ingredient in fashion today, driving innovation and working with designers and brands to produce stylish, beautiful clothes. LYCRA® is a trademark of INVISTA.