Invista launches Lycra Style fibre
Fibre and polymer producer Invista has launched Lycra Style fibre, a product developed for the ready-to-wear market.
“The ready-to-wear brand is extremely important to the growth of our overall Invista apparel business,” said Libby Neuner, Invista’s global marketing director for outerwear. “The size of the ready-to-wear business and the opportunity to further penetrate the market makes this a critical area of focus for Invista,” said a statement from the company. “The Lycra Style fibre brand signals stylish, modern, fashionable and contemporary associations with consumers—all key attributes in ready-to-wear. The new brand is targeted to reach a new, younger customer and will redefine the role Lycra Style fibre will play in providing individual style without compromise.” To research the new product, Invista worked with Innerscope Research, a leader in the biometric market research field. “Working closely with Innerscope Research’s biometric monitoring system, we were able to tap into consumers’ emotional subconscious and understand what messages are relevant and will lead to emotional engagement,” said Ms Neuner. “Incorporating these messages into our Lycra Style fibre brand communications strategy will enable us to break through the clutter and resonate with our target audience.” In the Innerscope research study, women were exposed to the Lycra Style fibre brand, logo, concept statement and imagery. A biometric monitoring system measured their physical reactions to the stimuli. Changes in the women’s heart rates, respiration, perspiration, visual attention and cognitive processing were analyzed in relation to each stimulus. The data provided a thorough comparison of the women’s emotional feelings versus their conscious responses for each marketing element. The test helped identify and optimise the key elements of the Lycra Style fibre brand launch.
