Lycra, the original elastane brand, has launched a new campaign to promote its portfolio of speciality fibres.
The Innovative Attitude campaign, launched on the brand’s website, targets mills by presenting a range of products designed to add comfort, fit and freedom to body-hugging applications like innerwear, swimwear and athleisure.
Lycra also aims to offer marketing support to its customers as part of the campaign.
Last year, the brand launched ‘virtual hangtags’ designed to increase retailer’s shopping conversion rates by educating consumers about the unique benefits of Lycra fibre.
“The virtual hangtag turns every mention of the Lycra brand into an engaging interactive content layer aimed at driving sales,” said Bob Kirkwood, executive vice president for INVISTA Apparel & Advanced Textiles.