Developing Consumer Preference
About 90% of lululemon garments use some form of LYCRA® fiber to enhance fabric aesthetics and performance, and the brand proudly promotes its use on hangtags and labels to help drive sales. At the SeaWheeze Showcase, runners had an opportunity to experience the LYCRA® fiber’s innovation firsthand through interactive displays and conversations with brand ambassadors in a sports bra fitting area. Runners were educated about the lasting comfort, fit and performance this fiber consistently delivers. This targeted messaging helped develop consumer preference for lululemon apparel powered by LYCRA® fiber technology.
A robust social media plan promoted the Seawheeze Festival, lululemon and LYCRA® brand across multiple channels throughout the event. Thanks to lululemon’s tech-obsessed fan base, this effort reached millions of high value consumers and strengthened their connection to both brands.
To learn how LYCRA® brand can work with your brand to create co-branded marketing plans that get results, contact the representative listed below.
LYCRA® is a trademark of INVISTA.