To promote the new range of clothing, fbb and the LYCRA® brand held joint consumer launch events at two popular shopping malls – the Ambience Mall in Delhi NCR and the Infinity Mall in Mumbai. Catwalk fashion shows showcasing the new collection saw models springing off trampolines, and featured hip-hop dance routines and trick bike shows to demonstrate its stretch, comfort and durability.
A touch of glamour gave the events even greater appeal among its fashion conscious following, with high-profile Indian celebrities and Bollywood stars Esha Gupta and Vidyut Jammwal unveiling the new collection.
Esha Gupta, Bollywood celebrity, Julien Born, Eastern region Executive VP, The LYCRA Company Apparel, and Vidyut Jammwal, Bollywood star
fbb’s latest clothing range incorporating LYCRA® fiber innovations not only offers even greater value with better fitting, longer lasting, more comfortable garments, but promises to be the beginning of a long-standing commercial partnership. The two companies are working on developing future collections together, using innovative fiber and fabric technologies such as COOLMAX® technology, LYCRA SPORT®, LYCRA® BLACK and LYCRA® TOUGH MAX™ technologies.
The joint events were widely covered in popular textile magazines, through consumer-focused advertorials in a leading national daily available in eight metro cities, and by online news channels.
"This is a great opportunity for both LYCRA® brand and fbb to go a notch higher on product development and rope in a new set of evolved customers with the help of LYCRA® fiber innovation," said Rakesh Biyani, Future Retail Ltd.’s Joint MD, who attended the Mumbai event along with The LYCRA Company Executive Vice President, Julien Born to announce the new partnership.
Esha Gupta, Rakesh Biyani, Future Retail Ltd.’s Joint MD, Vidyut Jammwal and Julien Born
“The collaboration between fbb and the LYCRA® brand is another big step towards offering superior merchandise at great value” said Rajesh Seth, Future Retail Ltd. COO, who was at the Delhi NCR event along with Rebecca Li, The LYCRA Company Commercial Director, Rest of Asia. “We believe fashion and comfort compliment one other, and our association with the LYCRA® brand means we can offer innovative products to customers with active lifestyles.”
Rajesh Seth, COO, Future Retail Ltd, Rebecca Li, Commercial Director, Rest of Asia, The LYCRA Company Apparel and Esha Gupta.