INVISTA, owner of the original elastane LYCRA fibre, is strengthening its position in the intimate apparel category with the development of a new platform created to help casual designers select quality fabrics to deliver strong garment performance.
The Lycra Bra Fabric Finder, presented at Interfiliere Paris last night, was developed in response to the current consumer-driven shift towards casual bras, including wire-free bras, sports bras, bralettes or bandeaus.
While garment design and construction remains important to bra quality and performance, fabric selection is critical when it comes to deconstructed, casual bras.
The new innovation is designed to help designers easily identify the best fabric construction and add functionality to any casual bra collection.
The Lycra Bra Finder works by allowing designers to select the desired comfort and support level they need in fabrics to develop active bras, everyday bras and leisure bras, followed by the shaping type – natural, for a softer silhouette, or power, for more defined curves.
Producers who utilise the Lycra Bra Fabric Finder will be able to leverage INVISTA’s expertise to create new casual bra offerings, increase wearer satisfaction, and gain market share by driving brand loyalty, increase Average Unit Retail and repeat purchases by increasing consumer satisfaction.
“Today, women want to be the best they can be and they’re tired of having to sacrifice support and shape for comfort—they want it all,” said Melissa Minihan, vice president of Marketing, Intimate Apparel at INVISTA.
“Casual bras are not a fad that will die out. Their widespread, global appeal represents a style evolution, and the Lycra Bra Fabric Finder will make it easier than ever before for brands to meet this growing demand and gain market share.”
Lyrca has launched the Lycra Casual Bra Café at Interfilière Paris to help visitors learn more about casual bras and the markeing opportunities they present.
INVISTA worked with designers and leading mills around the world to create a 24-piece Casual Bra Concept Collection that is on display in Café and in a pop-up display in the VIP Interfilière Lounge.