The brand’s consumer pulling power will add zest to a huge domestic market place that is being driven in new directions by young, internationally-minded consumer groups whose growing sense of individualism and personal identity is causing them look beyond fashion for LYCRA® signature values such as comfort, enhanced fit and superior freedom of movement.
Add the ambition of local mills to compete vigorously in the global supply chain and it is hardly surprising that so many top decision-makers cleared space in their diaries for this unique occasion – the first even of its kind organized by INVISTA A&AT in the region.
A rich mix of fabric and garment collections, catwalk sequences, marketing insights and tech tutorials brought the brand and its unmatched textile science base to life in denim, intimate apparel, leggings and other segments with big domestic growth opportunities.
The differentiating potential and proven worldwide appeal of LYCRA® branded fibers and fabrics in active wear, shape wear, trousers and swim were of equal interest to mills wishing to sharpen their export competitiveness.
The city of Bangalore has been selected for pilot launch of the LYCRA® MOVES YOU brand campaign. Multi – media awareness initiatives will be backed by extensive in-store merchandising at partner stores in DENIM category.
Post-launch measurement of consumer awareness, purchase intentions and sell-through of LYCRA® tagged garments compared to a control market elsewhere is expected provide further hard evidence of how LYCRA® MOVES YOUR BUSINESS wherever you happen to be.