Invista, owner of the Lycra fiber brand and one of the world’s largest integrated producers of fibers and polymers, has announced a new brand strategy for its Lycra fiber. The initiative encompasses brand positioning, brand architecture and the “Moves You” consumer message.

The new brand positioning is going to be articulated through the campaign platform “Lycra Moves You” (lycramoves.com) and three key consumer benefits associated with the Lycra fiber brand - Freedom, Comfort and Movement – to be conveyed to the consumer through some specific Lycra sub-brands and the related benefits:

These four supporting brand names are Lycra Beauty (focused on control and shaping), Lycra Sport (physical and sport), Lycra Xtra Life (garment resilience/durability) and Lycra Energize (wellbeing and wellness). The new brand positioning and brand architecture are born out of consumer centric research, as well as trade insights.

Denise Sakuma, Global Lycra Brand Director commented: “The Lycra brand is one of Invista’s most important assets and a driver of value creation for our trade customers. It is essential that we keep building this brand’s consumer relevance by continuing to educate consumers on the Lycra brand difference by “Moving Consumers” emotionally, physically and creatively.”

As part of Invista’s strategy is also the launch of the new trade campaign “Lycra Moves your Business”. Its aim is to fast track the company’s value propositions in product, innovation and services to their customers, so that they can have rapid access to the Lycra fiber and brand.

The Lycra Moves You and the re-aligned brand architecture will come to life globally at the trade and consumer level over the next few months and will include a new consumer identity, via new hang tags, as well as a multi media campaign. Its first activation was showcased at Mode City & Interfilière in Paris from 5th-7th of July.