News & Blog

CALZEDONIA Best-Seller even better thanks to LYCRA® fiber

Dec 12, 2014

CALZEDONIA’s 50 denier pantyhose range has been a best-seller across Europe and beyond for over a decade, but this leading legwear brand is committed to continuous improvement.

Calzedonia 50 DEN

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.

Contacts

The LYCRA Company Edy Figini Hosiery / Lingerie / Underwear / Swimwear Senior Account Manager +39 02 3920 2027 Milan Italy