To promote the denim jeans made with LYCRA® dual-FX® technology, the LYCRA brand announced a global co-branded marketing program. The marketing program will be premiere on Refinery29, a leading global media and entertainment company for young women.
In response to market demand for high stretch denim fabrics, LYCRA® dual FX® brand was developed by LYCRA Company. It is based on several patented technologies from the LYCRA Company related to dual core yarns and bi-component yarns.
The combination of patented LYCRA and dual-FX technology has discovered LYCRA stretch fibers to add extra flexibility and bounce back recovery to denim. As a result, jeans hold their shape all day and also provide exceptional comfort and fit.
Denim fabrics with patented LYCRA® dual FX® technology contain about 30% stretch but have a high degree of dimensional stability so that jeans retain their shape and fit over time.
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® dual FX® technology.
The company’s vision to learn audiences about information on how to shop for denim, fit tips, and trending styles from a fashion authority.
The participating brands include 7 For All Mankind, American Eagle, C&A, Calvin Klein Jeans, Dl 1961, Esprit, Guess, Joe’s Jeans, Levi’s®, Long Tall, Sally, Next, Superdry, Torrid, and Target’s Universal Thread. Some of these brands will be featured exclusively on R29’s dedicated international platforms in the United Kingdom and Germany.
The 360-degree activation is also amplified on LYCRA® brand owned and paid media channels to further drive consumer purchase intent and highlight the unmatched level of marketing support The LYCRA Company offers its global customers.