Premium Italian hosiery brand Philippe Matignon has partnered with Invista, a leading integrated producer of fibres and polymers and owner of the Lycra brand, to activate a co-branded marketing programme at Italy’s famous Rinascente department stores.

“The brand knows that promoting its use of Lycra fibre sets it apart at retail and is a proven way to influence and accelerate a consumer’s purchase decision,” the company explains.

The successful holiday season campaign promoted Philippe Matignon’s FW17 luxury hosiery collection at eight Rinascente stores in historic Italian cities. Eye-catching window displays drew shoppers into stores and provided high visibility for both brands. Once inside, consumers could pick up a free co-branded 26-page brochure entitled, The Passion of Beauty.

It featured seductive photography and content that informed them about the value and benefits Lycra fibre adds to hosiery. The final element of the campaign, a glamorous co-branded video, was filmed at Villa Necchi Campiglio in Milan and launched on the hosiery brand’s social media platforms and website.

Based in Castiglione delle Stiviere, in Lombardy, Philippe Matignon uses a number of Lycra fibre innovations to differentiate its luxury hosiery, including: Lycra Beauty, Lycra Xtra Life, Lycra 3D, Lycra Satin Sheers, and Lycra Soft Comfort technologies.

www.lycra.com

www.invista.com

www.philippematignon.it