News & Blog

New “Denim Dilemma” video showcases Citizens of Humanity Jeans

Sep 20, 2017

LYCRA® brand and fashion website Who What Wear have joined forces to present the must-have denim picks for fall, including the Cara High Rise by Citizens of Humanity. These 90s-inspired cigarette jeans are designed to go from casual daytime wear to a night on the town. Made with LYCRA® dualFX® technology, these jeans create a flattering silhouette and help women look wonderful for all occasions. By combining two LYCRA® brand fibers into one resilient yarn, this unique innovation enables Cara jeans to keep their shape all day, every day without stretching out.
Cara Cigarette High Rise Jean by Citizens of Humanity

Insights-Driven Marketing

Cara jeans are featured in a new “Denim Dilemma” video presented by Natalie Cantell, fashion director at Who What Wear, a leading fashion editorial and shopping website for millennial women. The video presents particular consumer frustrations with jeans and offers Cara as the solution. The video, along with editorial content that links to it, are part of a new co-branded marketing campaign developed in response to recent consumer insights around denim.

Proprietary research* commissioned by The LYCRA Company has shown that women view jeans as one of the hardest garments to shop for. Only 42% of American women described shopping for jeans as “easy,” while in Germany, only 30% did. In fact, many women worldwide found it to be a negative experience, calling it “difficult (27%)” “stressful (23%),” or even “frustrating (23%).” To help make shopping easier, LYCRA® brand teamed up with Who What Wear to create the “Fall Denim Edit". It showcases jeans like Cara that are made with LYCRA® dualFX® technology - the secret to finding the perfect fit (which makes shopping so much easier).

Case Study: Citizens of Humanity

Premium denim brand Citizens of Humanity was eager to participate in this consumer-facing marketing campaign that stresses how important it is to learn about the technology inside jeans. Educating consumers about the performance benefits LYCRA® dualFX® technology offers is critical to driving denim sales and increasing consumer satisfaction in their purchases. 

  • Problem:  Women desire versatile jeans that offer all-day comfort and are dressy enough to wear at the office, or after work to an art exhibition. She wants to look impeccable and feel fully confident at any event
  • Solution:  In order to deliver all-day comfort, as well as an exceptional fit that lasts wear after wear and wash after wash, Citizens of Humanity uses LYCRA® dualFX® technology in its Cara Cigarette jean.
  • Goal: Increased consumer satisfaction leads to consumer loyalty growth, which results in repeat purchases. Women often buy multiple pairs of jeans when they find one that is comfortable, fits well and gives them full confidence all day long.

Would you like to develop denim that offers consumer-preferred performance benefits designed to drive sales? Contact us to learn more about LYCRA® dualFX® technology

Connect to LYCRA® Brand

Visit Who What Wear’s “FALL DENIM EDIT” for fall to see more elements of this comprehensive program that runs through October 15, 2017, or check back in our press center for updates.

Want to stay in the loop as we roll out exciting new program elements? Follow @LYCRAbrand on LinkedIn, Facebook, Twitter, Instagram and Pinterest.

* Women’s Denim Research by 2CV, October 2016.

LYCRA® and dualFX® are trademarks of The LYCRA Company.


The LYCRA Company Rita Ratskoff Senior Account Manager - North America Denim +1-847-612-9949 USA