Participating retailers received free LYCRA® branded POS pieces that support the theme and printed collateral materials. A free 16-page brochure designed for consumers features top lingerie brands and explains what LYCRA® fiber is, how and where it is used in intimate apparel, and why they should look for the LYCRA® logo or hangtag when they shop.
Consumer education is a key objective of the contest. All POS materials have been designed to attract, engage and inform consumers about the unique benefits LYCRA® fiber adds to lingerie, including: a long-lasting, perfect fit; comfort; and freedom of movement.
The window display contest and participating brands are being promoted in a full page advertorial in a special “Hello Lingerie Lovers” section in PETRA, a leading German consumer magazine, in the 3 November 2016 issue. The ad includes a QR code that links to the LYCRA® brand consumer brochure.
This type of direct marketing support, which is designed to drive sales at the retail level, is unequaled. No other apparel ingredient brand does anything like it. INVISTA, owner of the LYCRA® brand, understands that increasing retail sales benefits everyone in the apparel value chain - not just retailers. Marketing programs like this window display contest are a great way to help retailers make a big impact with a small investment.
Five window displays will be nominated for the special LYCRA® fiber display award, and the winner will be announced in February at the Sterne der Wäsche 2017 gala. This is the second year in a row the LYCRA® brand has sponsored this award. Last year’s windows promoted LYCRA® XTRA LIFE™ in swimwear.