News & Blog

SEMIR harnesses new technologies to preview the Future of Retailing

Nov 14, 2016

SEMIR

is one of China’s largest garment manufacturers and sells casual clothing at its own retail stores in more than 7,000 locations. For the second straight year, the retailer turned to INVISTA, whose fabric and technology solutions are featured in its Fall/Winter 2016 collection, for help with its distributors meeting. Over 10 days earlier this year, SEMIR unveiled an exciting new technology to its distributors that’s designed to create a flawless shopping experience.

At the Shanghai meeting, attendees entered a SEMIR pop-up store stocked with four product lines made with LYCRA® fiber and THERMOLITE® technology. The store also included video monitors and scanners for a state-of-the-art look that encouraged shopper participation. Each garment hangtag included an RFID chip that revealed product and brand information when scanned. The system made it easy to attract and engage visitors, while educating them about technologies used and product benefits delivered in each garment. Distributors interacted with multiple screens featuring carefully crafted messaging provided by INVISTA, which is a highly efficient way to create a “sticky marketing” experience and drive sales. 


More than 5,000 distributors visited the shop during the meeting and ordered nearly 1 million SEMIR garments featuring INVISTA brands. The “virtual shopping assistant” was a hit. This success not only shows the size and scale of the Chinese market, but it also shows how two members of the value chain can work cooperatively to achieve mutually beneficial business growth.

INVISTA associated its value chain partners to help SEMIR with fabric development and sample making, as well as retail concept development and modeling for its meeting. The INVISTA brands showcased in the pop-up store included: 

• Denim made with LYCRA® BEAUTY fabric to comfortably smooth a woman’s curves
• 4-way stretch denim made with LYCRA® fiber for a custom-like fit
• Casual pants and fabric jeans made with THERMOLITE® fiber and LYCRA® fiber
• Jackets with lightweight insulation provided by THERMOLITE® insulation.

INVISTA offered SEMIR world-class technical support to ensure product quality, and marketing expertise to help make its meeting a success. Contact Us today to learn how we can help you grow your business with the power of our brands.

Contacts

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