INVISTA, the owner of LYCRA ®, will participate in Denim by Première Vision 25 and 26 May in Paris. During the fair, INVISTA will feature a variety of solutions for business growth in today's competitive market.
This year, with rising material costs leading to higher sales costs, the company decided to focus on three areas: quality, value added and differentiation. Quality
INVISTA in this area introduces dualFX ™ LYCRA ® fabric, a combination of fibers LYCRA ® and LYCRA ® 400 ®, which results in a super stretch denim, a unique fabric with extra stretch and more recovery. The company will introduce this technology face a variety of textile manufacturers around the world. According to Jean Hegedus, global marketing director of INVISTA Denim, the benefit of this technology is that consumers can get super-stretchy jeans that maintain form over time. "The stability of these super-stretchy fabric has been a problem for industry and consumers, so we are delighted to work with our clients to develop dualFX ™ LYCRA ® fabric as a solution to this problem," said Hegedus. Value added
To help customers deal with rising raw material costs, INVISTA offers a range of options. "As prices raw materials are rising, the impact reaches the consumer. To encourage the cost of buying a higher price, innovation and added value are essential, "Hegedus said.
Some of the added values \u200b\u200bprovided by INVISTA are
nude fabrics LYCRA ® T400 ® fiber that due to the rising price of cotton purchased at a cost comparable to a cotton base cloth 100%, ie by about the same price consumers can have a comfortable pair of jeans that retain the shape and absorb moisture, all in one garment.
For men's fashion, denim fabrics CORDURA ® are four times more durability The 100% cotton jeans, which allows the consumer to have a garment that lasts over time. As Cindy said McNaull, CORDURA ® global director: "Extend the life and performance of denim and other fabrics CORDURA ® is our goal, and also supports our brand motto 'The sustainability starts with Last ™ products." To add freedom of movement, LYCRA ® MAX TOUGH ™ provides durability and a comfortable fit, important details for the worn denim. Differentiation
To achieve this feature, INVISTA believes the first step is to draw consumers' attention and get the emotional level. To achieve this, is launching a new brand, LYCRA ® Style, which was developed specifically to meet the needs of the market for apparel.
The branding, INVISTA went beyond traditional market research and worked with Innerscope Research, a leader in the field of biometrics market research. The aim was to discover the deeper consumer insights that were not limited to conscious responses.
"Working closely with the monitoring system Innerscope Biometrics Research, we probe the emotional subconscious of consumers and understand what messages are relevant and will lead to an emotional commitment. Incorporate these messages in the communication strategy Style LYCRA ® brand will allow us to reach our audience, "he said Libby Neuner, global director of marketing for External INVISTA Apparel.
In Innerscope research study, first, women were exposed to the brand, logo hang tag, the text of the concept and imagery of the fiber of the LYCRA ® brand Style and then a system measured biometric monitoring their physical reactions to stimuli. From there, we analyzed the changes in pulse, respiration, transpiration, attention visual and cognitive processes in relation to each of these stimuli. The data provided a comprehensive comparison of the emotional feelings of women as opposed to conscious responses to each element of marketing.
INVISTA's booth in Denim by Première Vision, you can see a demonstration of biometric research.
INVISTA in this area introduces dualFX ™ LYCRA ® fabric, a combination of fibers LYCRA ® and LYCRA ® 400 ®, which results in a super stretch denim, a unique fabric with extra stretch and more recovery. The company will introduce this technology face a variety of textile manufacturers around the world. According to Jean Hegedus, global marketing director of INVISTA Denim, the benefit of this technology is that consumers can get super-stretchy jeans that maintain form over time. "The stability of these super-stretchy fabric has been a problem for industry and consumers, so we are delighted to work with our clients to develop dualFX ™ LYCRA ® fabric as a solution to this problem," said Hegedus. Value added
To help customers deal with rising raw material costs, INVISTA offers a range of options. "As prices raw materials are rising, the impact reaches the consumer. To encourage the cost of buying a higher price, innovation and added value are essential, "Hegedus said.
Some of the added values \u200b\u200bprovided by INVISTA are
nude fabrics LYCRA ® T400 ® fiber that due to the rising price of cotton purchased at a cost comparable to a cotton base cloth 100%, ie by about the same price consumers can have a comfortable pair of jeans that retain the shape and absorb moisture, all in one garment.
For men's fashion, denim fabrics CORDURA ® are four times more durability The 100% cotton jeans, which allows the consumer to have a garment that lasts over time. As Cindy said McNaull, CORDURA ® global director: "Extend the life and performance of denim and other fabrics CORDURA ® is our goal, and also supports our brand motto 'The sustainability starts with Last ™ products." To add freedom of movement, LYCRA ® MAX TOUGH ™ provides durability and a comfortable fit, important details for the worn denim. Differentiation
To achieve this feature, INVISTA believes the first step is to draw consumers' attention and get the emotional level. To achieve this, is launching a new brand, LYCRA ® Style, which was developed specifically to meet the needs of the market for apparel.
The branding, INVISTA went beyond traditional market research and worked with Innerscope Research, a leader in the field of biometrics market research. The aim was to discover the deeper consumer insights that were not limited to conscious responses.
"Working closely with the monitoring system Innerscope Biometrics Research, we probe the emotional subconscious of consumers and understand what messages are relevant and will lead to an emotional commitment. Incorporate these messages in the communication strategy Style LYCRA ® brand will allow us to reach our audience, "he said Libby Neuner, global director of marketing for External INVISTA Apparel.
In Innerscope research study, first, women were exposed to the brand, logo hang tag, the text of the concept and imagery of the fiber of the LYCRA ® brand Style and then a system measured biometric monitoring their physical reactions to stimuli. From there, we analyzed the changes in pulse, respiration, transpiration, attention visual and cognitive processes in relation to each of these stimuli. The data provided a comprehensive comparison of the emotional feelings of women as opposed to conscious responses to each element of marketing.
INVISTA's booth in Denim by Première Vision, you can see a demonstration of biometric research.
LYCRA ® T400 ®, dualFX TOUGH ™ and MAX ™ are trademarks of INVISTA.
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