About the Campaign
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. This is achieved through a combination of compelling R29 custom market features with shoppable links, engaging content and high impact media.
Refinery29 in the UK
This promo feature highlights "5 Pairs of Jeans for When the Weather Can't Make Up Its Mind". Readers discover the challenges of dressing for fall and the article points to layering and jeans as the solution for these dressing dilemmas. The article features five pairs of jeans that are instantly shoppable via links to ecommerce sites for LONG TALL SALLY, SUPERDRY®, and NEXT.
Refinery29 in Germany
Thanks to LYCRA® dualFX® technology, "The Search for the Perfect Jeans Has Come to an End", according to the article on Refinery29 in Germany. The feature urges women not to settle for one perfect pair, but to find jeans that meet her need for a variety of cuts and styles to fit different occasions and moods. ESPRIT, GUESS, C&A, SUPERDRY are the featured brands.
LYCRA® Brand Power Drives Sales
Do you want access to high-impact marketing programs designed to drive sales of your denim to women? Contact the LYCRA® brand expert listed below to learn how to adopt the technology or how to source high-quality fabrics.
LYCRA® and dualFX® are trademarks of The LYCRA Company.