Invista, the world’s largest integrated fiber company, is planning rebranding its man-made fiber line, Lycra. The brand’s high consumer awareness is one of Invista’s most important assets. The company is rebranding Lycra to consumers with the message, “Lycra Moves You.” The new slogan will enhance the three benefits associated with the Lycra brand: freedom, comfort and movement.
Denise Sakuma, global Lycra brand director, said that it was essential that they 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.”
Invista unveiled a new concise Lycra brand architecture to clearly describe the purpose of each of the five Lycra consumer brands: Lycra for comfort, freedom and movement; Lycra Beauty for control and shaping; Lycra Sport for physical activity; Lycra Xtra Life for garment durability; and Lycra Energize for wellness to support the new initiative of rebranding its man-made fiber line Lycra.
Invista is also launching a caimpaign “Lycra Moves Your Business,” aimed at trade intended to fast track the company’s value propositions in product, innovation and services to customers, so they can have easy access to Lycra fiber and the brand.
"LYCRA MOVES YOU" and the re-aligned brand architecture will start to come to life globally at the trade and consumer level over the next few months and will include a new consumer identity, via new hang tags, as well as a multimedia campaign. The first activation will be showcased at Mode City & Interfilière in Paris from July 5-7, followed by Miami Swim Week from July 17-22, Kingpins in New York City on July 22-23, and the Outdoor Retailer Summer Market in Salt Lake City from August 6-9.
Customers and press will be invited to "follow every move" at the www.LYCRAMOVES.com website, which presents the new LYCRA® brand strategy and will be updated with each new LYCRA® brand movement showing how the brand is helping move businesses forward.
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