April 27, 2018, Shanghai - The world-renowned LYCRA® brand officially announced the launch of the brand new campaign “No Limit†in 2018, adding a new dimension to the 60th anniversary of the LYCRA® brand charm. As part of the brand campaign, the LYCRA® brand and the world-renowned pioneering band BANDALOOP staged the “Unlimited LYCRA MOVES YOUTM†theme event in Shanghai Changning Raffles, attracting more than 100 guests and consumers. On the spot, it has achieved another brand strategy deployment that connects value chain customers and reaches the end market.
Mr. Julien Born, Executive Vice President, Global Eastern Region, INVISTA Apparel and Premium Textiles, gives an opening speech to the event
INVISTA High-level toast celebrates the 60th anniversary of the LYCRA® brand
Four innovative technologies perfectly embody the brand concept of “No Limitâ€
This year's "No Limit" brand campaign demonstrated four major themes: "The power is not bound", "The bullets do not go out of shape", "The toughness does not separate" and "Soft is not loose". World Leading Dance Company BANDALOOP, as a guest ambassador for the LYCRA® brand conversation with consumers, is wearing a LYCRA® brand of innovative technology to interpret the art of free-flowing aerial dance from sportswear, The four themes of denim, pantyhose, and undergarments illustrate the LYCRA® brand core and the functional characteristics of its four major innovations, further deepening consumer awareness of LYCRA®. ) The brand's "comfort, freedom, confidence" of the new concept of understanding.
"Stress is not bound" - to create sportswear aesthetics
LYCRA® SPORT technology gives sportswear new life, comfort and shape, and superior performance. It not only makes sportswear durable and fit, but also helps wearers to perform at their best in sports.
"Bullet doesn't go out" - upgrade cowboy elasticity
The LYCRA® dualFX® technology, which subverts the single-core process, uses the LYCRA® fiber and LYCRA® T400® fiber double-core core technology to provide first-class conformal performance. Excellent flexibility, durable comfort and excellent fit, and can meet consumer demand for denim apparel.
"Toughness does not separate" - lead the functional revolution of stockings
LYCRA® FUSIONTM fiber anti-dissipation technology brings a revolution in the stockings industry. It makes stockings integrate many functions such as anti-distraction, comfortable fit, long-lasting shape retention and durability.
"Soft is not loose" - define underwear quality standards
LYCRA® lasting FIT bra flank technology provides appropriate quality standards for different types of bras to meet the elasticity, restorative force, comfort and functionality of comfortable, daily and adjustable bras on side flap fabrics Different standard requirements.
LYCRA® brand joins hands with four major apparel brands to achieve online and offline collaboration and promote physical branding
It is worth mentioning that the costumes worn by BANDALOOP dancers come from the cooperative brands of LYCRA® (ONLY, FILA, inside and outside and Bonas). In addition to the brand campaign video and the main visual shooting, the LYCRA® brand also joined hands with the four major brands to create a “flashing†theme flash experience shop at the event; moreover, it is linked to the famous fashion fitness media platform ELLEFit. The Flash Store opened a limited-time interactive classroom to promote the new wave of LYCRA® brand concepts. In addition, in order to further support the cooperation of the brand's business development, LYCRA® (Lycra®) brand also cooperated with it to carry out a series of joint activities, including: press conferences, online and offline consumer marketing activities.
LYCRA® brand x ONLY brand flash shop
LYCRA® brand x FILA brand flash shop
LYCRA® brand x internal and external brand flash shop
LYCRA® brand x Bao Nasi brand flash shop
In addition to landing activities, the LYCRA® brand has also collaborated with Tmall and Taobao, the most popular e-commerce platforms of the moment, to create a LYCRA® brand exclusive page for LYCRA® branded customers. ) The latest apparel products of fiber innovation technology are displayed and recommended to provide consumers with instant service to arouse their target consumers' purchase intention.
It can be said that in the ever-changing fashion retail sector, it is crucial to create a closed-loop model for the consumer experience. The combination of offline experience and online purchase not only achieved the function of diversion, but also enhanced the brand image of LYCRA® and its partners through multi-channel paving, helping customers create business value and Market competitiveness, deepen consumers' cognition, win consumers' continuous trust and trigger their own purchases.
The 2018 anniversary of the 60th anniversary of the birth of the LYCRA® brand was an important milestone. Innovations, advancements and reflections that the brand upholds continue. In the future, the LYCRA® brand will continue to be committed to product, production, value chain and marketing innovations, strengthen the sharing of technical achievements and consumer insights with upstream and downstream partners in the value chain, and build closer to the terminal. Consumer contact surface. At the same time, the LYCRA® brand will continue to innovate to create a consumer upgrade experience that meets the expectations of the market, and join hands with customers to promote the development of the Chinese textile and apparel industry.
About Bandaloo Dance Company
The internationally renowned “Air Limit†dance performance group, Bandandaloop Dance Group combines high altitude extreme sports such as rock climbing and cruising with dance to extend the beauty of freedom and flexibility to the sky through agile, jumping and stretching dance movements. With the cliffs of the Seminye National Park, the Seattle Space Needle, and countless skyscrapers, BANDALOOP brings an unprecedented visual experience to the global audience, bringing the spirit of “unlimited freedom†to the extreme.
About INVISTA
As one of the world's largest integrated fiber producers, INVISTA owns major brands such as LYCRA®, COOLMAX® and THERMOLITE®. Invista has advanced technology in the field of elastic fibers, constantly changing the performance of apparel and various textile products. The United States-based INVISTA operates in more than 20 countries around the world and employs approximately 10,000 people. For more information, visit INVISTA.com