In a new marketing campaign dubbed “Lycra Insiders” with a tagline that notes: “It’s what’s inside that matters most,” Invista is looking to appeal to consumers by promoting the benefits of denim jeans made with Lycra dualFX technology and activewear powered by Lycra Sport technology.
The campaign, developed with digital media company Refinery29, suggests consumers should look for advanced Lycra fiber technologies in their clothes to experience lasting comfort, fit and performance. The month-long campaign leverages key social media influencers on Refinery29 to promote the benefits of jeans made with the Lycra special fibers.
The first phase of the Lycra Insiders program focuses on the lasting benefits that even a small percentage of Lycra dualFX technology blended into denim fabric can add. DualFX combines two Lycra brand fibers to create one resilient yarn that helps jeans keep their shape while delivering a high level of comfort and fit, according to the company. Denim brands promoting their use of Lycra dualFX technology on Refinery29 include Frame, 7 For All Mankind, Joe’s Jeans and NYDJ.
“This campaign lets millennial women know that just as it’s what’s inside them that matters most—the same can be said about their jeans,” said Rita Ratskoff, senior marketing manager for denim at Invista. “Many of the most common frustrations women have about comfort, fit and shape retention are solved when the jeans have Lycra dualFX technology inside.”
The campaign, which kicked off Monday, includes custom videos and editorial content presented by fashion influencers promoting apparel from participating brands across Refinery29 and Lycra brand digital channels, as well as influencer-owned social media platforms. Additionally, homepage takeovers on Refinery29, banner ads, dedicated emails and e-newsletters will also promote key brands.
All program content links to a curated shop where shoppers immediately can purchase their favorite apparel. In addition, brands that sell in the U.K. and Germany will be promoted across digital channels in those markets.
The second phase of the campaign bows in mid-October and promotes activewear brands that have adopted Lycra Sport technology in their collections, the company said. Influencers chosen for this campaign will show that leggings made with Lycra Sport technology offer women optimal fit and targeted support through the proprietary PCE index that allows brands to pick the right fabric for the right end use, it said. Activewear brands participating in the campaign include CALIA by Carrie Underwood and prAna.
“Market research has shown that consumers are often frustrated by underperforming and uncomfortable activewear,” said Melissa McGlynn, marketing manager for activewear at Invista. “Comfort and performance matter most, so our influencers will demonstrate how leggings made with Lycra Sport technology have it all.”