Leica LYCRA's history as the most cattle supplier playing brand marketing

"Lycra" "use the smartest input to make the largest brand promotion", its marketing strategy is highly directed at the end consumer, rather than like most of the raw material suppliers, can only send a sly smile to Party A.

As the world's leading elastic fiber, LYCRA (Leckar) has enjoyed a good reputation in recent years. In fact, consumers may not know the exact composition of Lycra. However, the fabric specialists can use one sentence to describe the core of the Lycra brand product, which is "spandex that is subject to brand registration rights."

But whoever doesn't look at Lycra, ah. For consumers who understand the market when they purchase clothing products, they only see the “Lycra” logo tag as if they had seen the “Provincial Excellence”, “Ministry Excellent”, and “National Exemption Inspection” logos. Even consumers who pay attention to some of them will carry out the selection of goods with the mentality of "not Lycra's elasticity is all 'shanzhai'". So, under this prestige, which functional product brand will be used in the selection of elastic spandex fabrics, it will bake and say, "We don't use 'Lycra'."

In the “Leica Fashion Awards” and “Leica I's Shows” campaigns for fashion leaders and mass consumers, “Lycra” was recognized for its use in jeans, underwear, cashmere, and T-shirts. Next, some fabric companies began to learn “Lycra” and also used this kind of marketing campaign directed at end-consumers to win the hearts of apparel brand consumers, such as “ECOCIRCLE eco-friendly fabric” launched by Teijin Group of Japan, such as the Austrian blue The "Modal pulp fiber" introduced by Jing Group has its own fashionable and friendly marketing actions.

However, the INVISTA Group that operates the "Lycra" will definitely not allow its consumers to eagerly cool down. Not long ago, INVISTA held a press conference at the Yuanshen Sports Center Badminton Gymnasium in Shanghai to promote its innovation in the LYCRA SPORT sportswear fabric. When people watch dynamic performances such as spinning, aerobics, fancy basketball, and limit trampolines, they can't help but feel that the “Lycra” charm of the marketing magic event must begin immediately.

It's such a fiber developer who shows you not only the fiber but the fiber that has been spun into the fabric for a long time; and they are not just showing a piece of material, but the first to make the fabric into a brand. Referring to the sportswear; and to make it into ready-made clothes, they still let them wear on the athletes; here is not enough! They made athletes wearing sports fabrics made from LYCRA fiber textiles demonstrate superb rollovers at the news event, even sweating them, demonstrating their elasticity, flexibility, air permeability, and resilience. The unrestrained feeling on the sports body... All the fabric manufacturers, brands, and agents should do everything in one step.

It can be said that this is the history of the most cattle fiber developers, and their marketing in the Chinese market is also completed in three steps, "Lycra Fashion Awards" is a major action in 2003, that round they drew all the top fashion industry People, including designers, stylists, models, stars. After the high-profile event, they found that the huge long-tailed market in mainland China did not seem to eat this, because few people in the people knew who Li Dongtian was and who Cui Jian was. So the second round of "Leica I type I show" began to engage in people-to-people strategy, in 2006 and the television media together to create a morning to mention the pot to play soy milk grandmother knows the tag. After the interaction was completed, they found that they had overlooked an important part, that is, in the special channels of business such as the Chinese market, they must finally send a frank smile to Party A. And the more this smile is in place, the higher the profitability of the business.

As a result, the INVISTA Group began its official launch. The LYCRA SPORT series turned out to be a showcase for the industry. It was totally telling other competitors that they were competing brands: “I just asked everyone to have an ice cream and the real feast has only just begun.” And this smile also “ "Every time sexy" can be said that one eye can "kill" people. (Fang Nan)

The dynamic live performance fully demonstrates the characteristics of this LYCRA SPORT fabric.