Invista to position brand through campaign Lycra Moves You

INVISTA, owner of the LYCRA® fibre brand and one of the world’s largest integrated producers of fibres and polymers, announces a new brand strategy for its LYCRA® fibre. The initiative encompasses an engaging brand positioning, brand architecture and the “LYCRA®MOVES YOU” consumer message in an exciting evolution of the LYCRA® fibre brand. 

 

INVISTA, owner of the LYCRA fibre brand and one of the world's largest integrated producers of fibres and polymers, announces a new brand strategy #

The new brand positioning is going to be articulated through the campaign platform “LYCRA® MOVES YOU” and succinctly brings to life the three key consumer benefits associated with the LYCRA® fibre brand: Freedom, Comfort and Movement.

 

INVISTA, owner of the LYCRA fibre brand and one of the world's largest integrated producers of fibres and polymers, announces a new brand strategy #

A new concise LYCRA® brand architecture will now have five consumer brands that will clearly communicate consumer benefits:

-LYCRA® brand for comfort, freedom and movement

-LYCRA® BEAUTY brand for control/shaping

-LYCRA® SPORT brand for physical/sport

-LYCRA® XTRA LIFE™ brand for garment resilience/durability

-LYCRA® ENERGIZE™ for well being/ wellness

 

INVISTA, owner of the LYCRA fibre brand and one of the world's largest integrated producers of fibres and polymers, announces a new brand strategy #

In India – INVISTA will focus only on LYCRA® brand for comfort, freedom and movement at the consumer level.

 

INVISTA, owner of the LYCRA fibre brand and one of the world's largest integrated producers of fibres and polymers, announces a new brand strategy #

This new brand architecture, when implemented, will ensure that the LYCRA® brand message is extremely clear and focused when used at the consumer level. 

 

INVISTA, owner of the LYCRA fibre brand and one of the world's largest integrated producers of fibres and polymers, announces a new brand strategy #

To support the new brand message, LYCRA® has also come out with a global brand manifesto which portrays beautifully how the LYCRA® brand is set to move the world all over again physically, emotionally and creatively. Enclosed is the link where the LYCRA® Brand Manifesto can be viewed along with the embed code.