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Commercial success for LYCRA Beauty Fabric Program |
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2011-7-21
INVISTA, one of the world’s largest integrated producers of fibers and polymers, showcased highlights of LYCRA beauty fabric’s commercial adoptions from international intimate apparel brands at Mode City in Paris, July 9-11.
As of June 2011, more than 40 brands, ranging from true shapewear players, high-end fashion or mainstream brands from around the world adopted INVISTA’s innovative LYCRA beauty fabric program for shaping intimates. The program launched with great success for intimate apparel at Mode City in September 2010.
Before the launch, INVISTA commissioned global research to understand what women consider to be important attributes in their shapewear, and how well their expectations were met. The study revealed a large gap between the importance of attributes and the level of their consumer satisfaction across the shapewear market.
“We are proud to report that not even one year after its launch, internationally renowned intimate apparel brands such as Bali, La Perla, Spanx and Wacoal are already featuring LYCRA beauty fabric in their shaping designs,” said Alistair Williamson, INVISTA Apparel’s managing account director for intimate apparel and swimwear in Europe and North America. “Furthermore, less than a year after the launch, we have issued close to 3 million LYCRA beauty fabric hangtags—a clear indication that our dedicated shapewear offering is addressing a market need.”
This year, the LYCRA beauty platform is expanding to meet the consumers’ increased desire for shaping and comfort with a wider selection of intimate apparel materials, ranging from delicate lace or ultra-lightweight fabrics to seamless garment construction technology.
Visitors were offered a glimpse of commercial samples from brands that have adopted LYCRA beauty fabric at the INVISTA stand at Mode City (Hall 1/M64 – N75) and learned about the diversity of the LYCRA beauty fabric platform, including:
• Latest high performance and specialty fabrics for intimate apparel
• Latest commercial and concept garments showcasing the new LYCRA beauty seamless developments
• Launch of LYCRA beauty fabric for shaping swimwear and first commercially available garments
Source:fibre2fashion
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