21 January 2010, Geneva - Invista is to continue its Lycra
Sport fabric global tour by showcasing its innovative and performance driven
fabric program at the ISPO trade show in Munich, Germany from 7 – 10 February
2010.
Following its successful and high profile launches at Salt Lake
City’s Outdoor Retailer Show in July and Shanghai’s Intertextile Show in
October 2009, Invista is introducing Lycra Sport fabric to a European
audience. With its presence at Europe’s
largest sporting goods trade show, Invista says it is cementing its commitment
to introducing innovative technologies to brands and retailers. The company says ISPO will provide Invista
with the perfect platform to communicate with the 60,000 visitors expected at
the show which is celebrating its 40th year.
Securing a stand in Hall B2, Invista promises to make its
presence known with eye-catching billboards and display panels at the entrances
of the trade show and hall B2 and with placement of new advertising artwork in
the ISPO programme and planner. Following
its trend at recent trade shows, Invista is taking customer interaction a step
further with mannequins in motion poses to demonstrate the benefits of Lycra
Sport fabric to visitors at the show.
Invista says that Lycra Sport fabric is set to add value to
both the activewear and outdoor apparel markets and the fabric has been
specifically designed to meet performance and technology standards which are a
result of years of R&D experience undertaken by Invista. To meet consumers’ expectations for
comfortable fit or freedom of movement, Lycra Sport fabrics must pass demanding
testing standards around fabric weight, minimum Lycra fibre content, recovery
power, bi-directional elongation or fabric loss of fit and shrinkage. Lycra
Sport fabric also requires the use of 100% synthetic fibres for moisture management
and drier comfort benefits, which is particularly important in a tighter
fitting garment.
The Lycra Sport fabric trade advertising campaign has been
specifically designed to emphasize the benefits of the fabric with a close up
on the fabric structure and an athlete in motion, highlighted with the strap
line ‘Fabric as active as you’.
Capitalising on the benefits of Lycra Sport fabric, this campaign is an
integral part of the launch process for Invista. In particular, the photography used in the
advertising communicates that the fabric moves with the athlete’s body and
supports the consumer in going that ‘extra mile’.
Simon Whitmarsh-Knight, Marketing Accounts Director at Invista
for Activewear and Outdoor said: “We are very excited about continuing our
launch journey with Lycra Sport fabric and showcasing Invista’s latest
technology at ISPO this year. From last
summer to where we are at the beginning of 2010, the brand is going from
strength to strength and we are incredibly proud to share this development with
the European markets. Lycra Sport fabrics
are now available from mills throughout the world”.
Alongside Lycra Sport fabric, Invista will also showcase its
T400 fibre in sportswear. Benefits of
T400 fibre, a 100% polyester bi-component, include its soft stretch and
excellent recovery, moisture wicking, easy care, durability, heat and UV
resistance.
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