News & Blog

Semir chooses LYCRA® BEAUTY for new denim lines

Aug 31, 2015

SEMIR, a top Chinese casual wear brand, presented its 2016 denim collection to over five thousand distributors and buyers in the course of a 12-day launch event in Shanghai.

Semir blog

The event featured a pop-up store where it demonstrate retail marketing concepts that powerfully communicated the functional and emotional benefits of stylish jeans cut from LYCRA® BEAUTY fiber for shaping denim

The store came complete with fitting rooms. Distributors and buyers were encouraged to try garments and share the potential shopper experience.

But it wasn’t all business. The entertainment agenda included a dance show specially choreographed to demonstrate the unique blend of shaping, comfort and freedom of moment LYCRA® BEAUTY fiber brings to denim.

SEMIR drew on the expertise of partners including INVISTA for fabric development and garment sample making, retail concept development and modeling to make a big impression on its trade audiences. And it worked: initial orders exceed the Company’s sales projections by a healthy 18%.

The event, which took place between July 24th and August 4th, was an excellent example of value chain cooperation to drive mutually beneficial business growth. And the number of attendees was an impressive reminder of the sheer scale and global importance of the Chinese marketplace.        


The LYCRA Company Michelle XU Account Manager, RTW, Central/East China, Apparel Shanghai China