Close collaboration with LYCRA® fiber science experts led to the development of new innovative stretch variants for the waistband – LYCRA ® 902C – and the leg fabric – LYCRA® 178C – that further enhance consumer wearability and comfort.
The new and improved CALZEDONIA ‘Soft Touch’ range launched in European markets in November, supported by elements of the LYCRA® MOVES YOU™ campaign on in-store and packaging material and in an intensive consumer media campaign.
Colourful display units in the windows of over 1,800 stores are attracting shopper attention in 33 countries.
A range of PR activity and eye-catching double page advertorials in six European editions and the Russian edition of Elle Magazine extend the reach of the consumer message. The imaginative spreads are a five point tutorial of the benefits consumers can expect from the combination of CALZEDONIA style and LYCRA® fiber wizardry.
It’s also a combination that’s good for business. CALZEDONIA's goal is to build its legwear leadership position. The goal of the marketeers and fiber technology experts on the LYCRA® team is to help it succeed.