LYCRA® is known and valued by millions of consumers around the world. But they can't buy it – only clothes that contain it. This poses special communications challenges – the need to be in continuous touch with consumers, textile mills who turn LYCRA® fibers into high quality fabrics, apparel brands who use the fabrics in their collections, retailers who sell the end products, and the thousands of fashion journalists who cover the sector. We drew on our extensive knowledge of ingredient branding strategy to develop a new trade and consumer website and a bespoke content management system that enabled the client to organize and maintain a series of complementary communications streams to keep brand support fresh at every step to market.

See website.

new approach

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