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Knitting / Apparel

Invista's Lycra® Style Targets RTW Market

Invista, Wichita, Kan., has launched Lycra® Style fiber for the global ready-to-wear (RTW) market. The fiber was developed specifically to meet RTW requirements with regard to branding, performance and pricing; and is targeted for apparel worn by individual-istic, fashion-conscious consumers 18 to 35 years old who are particular about good fit and comfort.

"Invista's new ready-to-wear brand, Lycra Style, is extremely important to the growth of our overall Invista apparel business," said Libby Neuner, global marketing director, outerwear, Invista. "The sheer size of the ready-to-wear business and the opportunity to further penetrate the market makes this a critical area of focus for Invista."

Invista worked with biometric market research experts at Innerscope Research, Boston, to discern potential consumers' emotional responses by measuring their physical reactions to brand marketing stimuli. The data collected were used to compare the subjects' emotional feelings and conscious responses related to each marketing component, providing a basis for understanding which messages resonate with and will emotionally engage the targeted consumers.

May/June 2011