Patented LYCRA® dualFX® technology combines two LYCRA® brand stretch fibers to add extra flexibility and bounce back recovery to denim. This means jeans hold their shape all day, every day resisting bag and sag while delivering exceptional comfort and fit.
Inspired by the two fibers in LYCRA® dualFX® technology, diverse pairs of real women are featured in some of this year’s custom content created by R29. Whether it is a night on the town, on the dance floor or simply hanging out together, these women demonstrate how jeans with LYCRA® dualFX® technology deliver a comfortable, lasting fit for all body types regardless of their shape or size.
The annual fall denim campaign is designed to drive interest and purchase of the co-brands’ jeans by educating the consumer on the lasting comfort, fit and performance of LYCRA® dualFX® technology. Through a combination of compelling photo features and engaging serviceable content, audiences learn information on how to shop for denim, fit tips, and trending styles from a fashion authority. The custom content links to the featured denim brand’s website for a seamless shopping experience.
This year’s participating brands are 7 FOR ALL MANKIND, AMERICAN EAGLE, C&A, CALVIN KLEIN JEANS, DL 1961, ESPRIT, GUESS, JOE’S JEANS, LEVI’S®, LONG TALL SALLY, NEXT, NYDJ, SUPERDRY, TORRID and TARGET'S UNIVERSAL THREAD. Some of these brands will be featured exclusively on R29’s dedicated country sites in the United Kingdom and Germany.
“We selected R29 to develop our denim campaign because its custom content helps our co-brands connect with its target consumers in relevant and meaningful ways,” said Rita Ratskoff, Senior Strategic Account Manager, The LYCRA Company. “Refinery29 excels at storytelling and effectively communicating the value and differentiated benefits of our technology to drive sales of our co-brands’ jeans.”
The six-week campaign features high impact media including homepage and fashion channel takeovers and banner ads on Refinery29. In addition, content will be promoted through the global platform's broad social and digital distribution channels including dedicated e-mails and newsletters.
The 360-degree activation is also amplified on LYCRA® brand owned and paid media channels to further drive consumer purchase intent and highlight the unmatched level of marketing support The LYCRA Company offers its global customers.
LYCRA® and dualFX® are trademarks of The LYCRA Company.