News & Blog

CALZEDONIA and LYCRA® XTRA LIFE™ Fiber Team Up to Drive Sales

Aug 08, 2018

Calzedonia is a leading Italian legwear and beachwear retailer renowned for its stylish fashions featuring the latest and greatest LYCRA® fiber innovations. In order to increase consumer purchase intent and drive retail sales of its Indonesia swim collection for summer 2018, Calzedonia partnered with LYCRA® brand to launch a 360o consumer activation promoting its use of LYCRA® XTRA LIFE™ fiber.

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Consumer Promotion Elements

Co-marketing activity for Calzedonia’s Indonesia collection included a colorful store window campaign, digital content for the brand’s newsletter and social media channels, a web campaign targeting mobile devices, and the use of virtual hangtags on Indonesia product pages on the retailer’s ecommerce site.

Hangtags Boost Conversion

Calzedonia knows that consumers are willing to pay a premium price for swimwear if it’s made with LYCRA® fiber and they understand the performance benefits the garment offers. That’s why the brand adopted in-store hangtags and virtual hangtags for its website, which are both free to LYCRA® brand customers. Hangtags are a highly effective way to educate consumers about product benefits to increase purchase intent.

The Time is Now

Only brands that select quality fabric made with LYCRA® fiber innovations gain access to such powerful sales tools and unique co-branding opportunities. The LYCRA® brand name is trusted by consumers worldwide and enjoys 87% brand awareness*. Isn’t it time you harnessed the brand power of the original spandex fiber to differentiate your apparel and drive sales?

Reach out to your local LYCRA® brand expert today to source premium swimwear fabrics made with LYCRA® XTRA LIFE™ fiber!

* Source: 2017 Global Insights Study, IPSOS

LYCRA® and XTRA LIFE™ are trademarks of INVISTA.

INVISTA Contacts

INVISTA Apparel & Advanced Textiles Edy Figini Hosiery/Lingerie/Underwear/Swimwear Senior Account Manager +39 02 3920 2027 Milan Italy