Invista has launched a new Lycra Challenge, which aims to demonstrate to brands and retailers that there is an alternative model to the current cost and volume business strategies dominating the industry. Invista is hoping to change the perception of the industry by demonstrating its belief that branded innovation is a real and powerful alternative strategy for growth and profitability.

The New challenge is part of an overall new Lycra agenda for the future. The New Lycra agenda is a business proposition for growth,” explains Bill Ghitis, president of Invista Apparel. It means we do not just see Lycra as a unique and valued brand of fibre, but we see it as much more. We believe the Lycra brand represents a way to generate consumer interest in our branded innovation in a manner that can add value to retailers and brands.”

The Invista commitment to a branded innovation strategy is based on three predictions of the future:

1)- Textile science will continue to deliver new functional capabilities that transform consumer expectations of clothes.

2)- The consumer appetite for innovation will grow and this represents an opportunity for transforming the apparel industry through differentiated products that stimulate consumer interest.

3)- Strong brands will open up new market spaces. The new Lycra agenda aims to leverage the consumer preference for and trust in the Lycra brand to drive consumer interest in a new generation of apparel innovation.