INVISTA staged a special event in India to launch the campaign exclusively to select partners earlier this year. ‘Where innovation meets performance’ was the theme – qualities strikingly evident as industry and media guests made their way through five themed display zones.
The first zone showcased the LYCRA® brand strategy, award-winning campaign imagery, and eye-catching consumer merchandising materials. The display included examples of co-branding activities inspired in other regions by the LYCRA® MOVES YOU™ campaign with consumer favourites such as Triumph, Marks & Spencer and C&A.
The second zone was devoted to key business growth segments, showing LYCRA® specialty fibers in denim, swim, intimate apparel and legwear, and how INVISTA works closely with specialist mills and leading brands to create consumer interest through innovation and superior brand engagement.
Visitors moved on through an area dedicated to the INVISTA fiber and fabric technology platforms that differentiate customer products and set global performance standards in these key segments. There was particular emphasis on denim concepts featuring dual FX® technology, TOUGH MAX® technology, LYCRA® BEAUTY brand in Denim and COOLMAX ® ALL SEASON fabrics.
Mannequins, imaginative wall and table top displays, and live models in catwalk sequences which brought the comfort, fit and freedom of movement technology story to life.
Zone 4 showed how the LYCRA® MOVES YOU™ brand campaign connects emotionally and rationally with consumers to promote the benefits of quality garments with LYCRA® fibers, and Zone 5 was devoted to the business support services and tools such as value in use studies available to INVISTA customers to leverage these benefits in their own product ranges.
The imaginative mix of information and creativity at the launch event, held in Bangalore, seemed to get the message across.
According to the trade journal, fibre2fashion: “The LYCRA® Brand Experience was a unique, visually exciting, experiential event which showcased the power of the LYCRA® brand, technology platforms, product innovations, and co-branding and merchandising opportunities for trade partners”.
Get a glimpse of the Indian LYCRA® Brand Experience on the video and also hear what the trade had to say about it.