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Lycra Emphasizes Comfort and Fit In New B2C Campaign on Refinery29

Consumers are about to see a lot more stretch denim.

On Tuesday, The Lycra Company, maker of Lycra dualFX shaping and stretch technology, announced its Fall ’19 marketing campaign premiering on the women’s lifestyle website, Refinery29.

Together, the companies created a six-week branded content campaign covering topics like styling tips, a fit guide and denim shopping advice. The campaign also features diverse women in different scenarios demonstrating how the technology provides a comfortable, lasting fit for all shapes and sizes.

The annual fall denim campaign is designed to drive interest and purchase of the co-brands’ jeans by educating the consumer on the lasting comfort, fit and performance of Lycra dualFX technology.

The campaign highlights jeans made with Lycra dualFX by 7 For All Mankind, American Eagle, C&A, Calvin Klein Jeans, DL 1961, Esprit, Guess, Joe’s Jeans, Levi’s, Long Tall Sally, Next, NYDJ, Superdry, Torrid and Target’s Universal Thread. Some of these brands will be featured exclusively on Refinery29’s international platforms in the U.K. and Germany.

“We selected Refinery29 to develop our denim campaign because its custom content helps our co-brands connect with its target consumers in relevant and meaningful ways,” said Rita Ratskoff, The Lycra Company senior strategic account manager. “Refinery29 excels at storytelling and effectively communicating the value and differentiated benefits of our technology to drive sales of our co-brands’ jeans.”

In addition to custom content, the campaign includes homepage and fashion channel takeovers, banner ads on Refinery29, promotion on social media and dedicated e-mails and newsletters.

In 2018, Lycra and Refinery29 worked together on a similar campaign geared toward millennial consumers.