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About INVISTA:
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INVISTA takes marketing punch of new global LYCRA® fiber brand campaign into cyberspace New LYCRA.com portal proves that some Web sites love you back... in 10 different languages North America (June 20, 2008) - Leading fiber producer INVISTA is pushing the marketing punch of its global "Some Clothes Love You Back" LYCRA® fibre brand campaign into cyberspace with the launch of a new feature packed portal. Covering 10 different languages, the site brings LYCRA® fiber to life with dynamic video and exotic imagery highlighting the sensual way that LYCRA® fiber is making clothes move, look and feel in swimwear, intimate apparel, ready-to-wear, legwear and activewear. The "Some Clothes Love You Back" campaign was built on the LYCRA® fiber brand’s unique understanding of how women are shaped, how they move and how they want their clothing to look and feel. INVISTA believes that such an honest and personal campaign is the ideal tool for LYCRA® fiber customers to differentiate their garments in an increasingly crowded market place. The new LYCRA.com site is content rich and simple to navigate. From the stunning visuals on the home page, it takes visitors on a journey that includes where to find clothing with LYCRA® fiber and the latest LYCRA® fiber brand news, events and innovations. It also contains a Press Centre, complete with news updates and an image library to support reporters writing stories on LYCRA® fiber or fashion in general. INVISTA expects the site to be especially well received by the apparel trade who will find new up-to-date market research and product innovation, guidance on trademark best practices and functional pages such as online hangtag ordering. "We designed LYCRA.com as an extension of our existing marketing initiatives. It provides consumers with the latest LYCRA® fiber developments enhancing fit and comfort with an ever expanding range of innovative products and completes the message with valuable directions on where to find the clothes that contain LYCRA® fiber." said INVISTA global brand and communication director, Apparel, Bruce Rowley. Rowley believes firmly in the potential of the site as a promotional engine and plans to exploit this to the fullest, helping brands and retailers to build their profile and sales volumes, through selective feature story, banner advertising and other marketing initiatives. "Depending on the retailer, the LYCRA.com site will carry retail brand lists and fashion details, hyperlinks to banner adverts or the brand or retailer’s own Web site. It is a new and vital part of our commitment to creating business opportunities for our LYCRA® fiber customers," said Rowley. "Everyday we are inviting consumers worldwide to connect with the LYCRA® fiber brand online. Part of that outreach will be through the hundreds of millions of LYCRA® fiber brand hangtags provided to brands and manufacturers this year, each of which will carry the LYCRA.com URL and an open invitation to visit. The new LYCRA.com delivers a rewarding experience that will keep them visiting," he said. According to Rowley, the new site is fast, functional and configured so new content and capabilities can be easily added across all languages or specific to each region or language, making the site both global and also very local. "Keeping things fresh with new content is the key to keeping visitors coming back. That’s something that INVISTA has no shortage of and visitors can look forward to a steady stream of new images, fashion video, commentary and market insight as we turn up the heat of the world’s love affair with LYCRA® fiber," said Rowley. |
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