The appeal of ultra-sheer, breathable products that flatter legs and smooth away skin blemishes is growing, but market research suggests consumers are frequently disappointed with comfort levels and durability. The new INVISTA technology – introduced to industry leaders at the recent LYCRA® FIBER MOVES IV, the legwear convention at Como, Italy – addresses both concerns.
Extensive testing of concept hosiery showed a high level of wearer satisfaction with the natural look and feel of hosiery fabrics incorporating the new LYCRA® fiber variant. Over 90% of the women taking part commented on the superior comfort of the panty, and over 70% remarked on the improved breathability, flawless appearance and perfect fit of the leg sections.
Despite their apparent fragility, hosiery with SUPER SUMMER SHEER technology resist sagging and retain their close fit, and the incorporation of LYCRA® FUSION ™ anti-laddering technology enables manufacturers to promise unprecedented durability.
The trade launch of this advanced legwear concept is supported by a range of marketing materials that explain the technology and validate wear test claims to support sell-through. And, of course, the promotional package is backed by proven consumer appeal and trust for the LYCRA® brand.
First reports suggest that the opportunity to develop a better-differentiated, premium platform in the ultra-sheer category was well received many of the big names attending the INVISTA event in Como.