Lycra in the Lycra Go Good Boys campaign Lycra is what brand What do you do?

Lycra (LYCRA?) is a registered trademark for INVISTA's premium elastane fibers. It has exceptional stretch and recovery properties and can be added to a wide range of fabrics to create garments that offer quality, comfort and ease of wear. DuPont Laboratories brought Lycra to the world, from underwear, swimsuits, nylon stockings, sportswear, fashion, running shoes, men's clothing, and now almost all kinds of fashion fabrics, Lycra is everywhere.

Brand Battles: From "Fashion Week", "My Style" to "Go Go Boys"

For a long time, Lycra has always been visionary, targeted, and a good sport. For a long time, Lycra has always insisted on a visionary, targeted and continuous integrated brand promotion strategy, and at the same time, with perfect execution, the brand promotion construction has achieved continuous success. From "Lycra Style Festival", "Lycra My Style" to "Lycra Cheer Up Boys", Lycra has been expanding its influence among the target groups with the help of a perfect match between the brand connotation and the nature of the activities. The brand's branding and the nature of the campaigns have helped Leica expand its influence on the target audience.

As one of the important initiatives of Lycra's long-term brand promotion and marketing strategy, the Lycra Fashion Awards Ceremony, which has been held for four consecutive years since 2001, perfectly realizes the brand promotion goal - it builds Lycra into a brand with great fashion charm and always walks in the forefront of fashion; and establishes its authoritative and leading position in China's fashion industry. It has established its authoritative leading position in China's fashion industry. According to the research data, Lycra brand awareness among Chinese consumers reached 87%, and brand preference reached 94%. More importantly, the Lycra Fashion Awards Ceremony, a creative and integrated event platform, has contributed to the internationalization of China's fashion industry and created tremendous and valuable value.

Lycra has always adhered to the concept of "Innovation and Advancement", and has been facing the Chinese market and consumers with new and more creative ways of brand promotion, as well as increasing the depth of Lycra's brand promotion in China: the promotion of the Lycra My Style, Lycra Charming Jeans and Lycra Cool series of products in 2004, and the promotion of the Lycra Cool series of products in 2005 are clear witnesses to the fact that Lycra's fashion industry is becoming more internationalized and has created great and valuable value. The promotion of Lycra series of products clearly witnessed Lycra's diversified, more creative and affinity brand promotion and marketing strategy, and also made Lycra brand appear in the market terminal more, and touched every common consumer - let everyone can share Lycra's happy, sunny, sexy, full of urban fashion is the goal for which we are working tirelessly. We are working hard to achieve this goal.

In 2006, while continuing its diversified, more creative and affinity brand promotion strategy, Leica, always pursuing innovation, innovated and surpassed itself by gathering more resources and investing more to launch the new "Leica Cheer Up Boys" program with Oriental TV and New Entertainment, aiming at selecting considerate men in the eyes of the public. The purpose of the program is to select men who are considerate and caring, healthy and fashionable, charismatic, wise and humorous, and create a new generation of urban men with true character in the public's mind.

Branding strategy: downstream, upstream

Lycra's marketing strategy is "upstream, downstream", and its branding goal is to extend itself from an industrial brand to a fashion brand, and to become a symbol of fashion pioneers in the minds of consumers.

Lycra is building a brand connection directly with the end user through an integrated marketing program that is sustainable. First raising awareness of Lycra, then getting them to love and embrace it so they want to have it in their apparel. By targeting the middle and upper income groups, Lycra is giving the brand a strong fashion identity and establishing clear brand associations, i.e., "Comfort, Fit, Style, Trend".

In China, Lycra has established best-in-class partnerships with about 120 well-known brands and nearly 80,000 retailers. In addition to the huge marketing and retail network, Lycra's market development in China has launched the "Lycra Best Partner Program" in order to integrate the upstream and downstream supply chain in the shortest possible time and to gain the first opportunity in the market. The "Leica Best Partner Program" is an industrial alliance program, i.e. a novel industry supply chain management program centered on "Leica". Through the establishment of Lycra-recommended certified factories, the global network of Lycra and fabric manufacturers enjoy direct access to new concepts, technologies and marketing cooperation. For fiber sales and spinning manufacturers, the power of franchising is provided; for fabric manufacturers, the strategy of certified factories is adopted; raw material production, upstream and downstream enterprises combine to form an overall supply chain cooperation network, **** enjoying the advantages of the Lycra brand.

Lycra provides free "I have Lycra" tags for all apparel products that use the fibers it provides and are certified for quality.

As a result, we have seen Lycra? hangtags on well-known brands such as Only, Vero Moda, Nike, and many others. The hangtags. In major department stores, in the fashion crowd, more and more appear Lycra brand. Therefore, the retail channels chosen by Lycra are selective and are very fashionable and large marketing network.

Brand penetration: promoting the brand through campaigns

Every campaign of the Lycra brand is driven to advance the retail promotions of the partner brands through ground activities.

The Fashion Festival founded by Lycra, Lycra brand with the star effect, the high-end field of fashion, lifestyle and other elements integrated into the marketing operation of the Lycra brand, consumers can see the large activity posters in nearly 8000 designated stores across the country in cooperation with the Lycra brand, but also for the activities of the selection of the voting, to shorten the distance between "fashion", so as to shorten the distance between "fashion", "fashion", "fashion", "fashion", "fashion", "fashion", "fashion", "fashion", "fashion", and "fashion". This will shorten the distance to "fashion" and create the image of a "high-end brand" in the minds of ordinary consumers: healthy, sunny, dynamic, fashionable, charming and enthusiastic.

The launch of "Lycra My Style My Show" provides a stage for many young people pursuing individuality and fashion to show their talents and explore their potentials, so that more ordinary people can feel the charm of the fashion brand Lycra. On the basis of insisting on advocating a free, healthy, dynamic, personalized, charming and enthusiastic modern lifestyle and fashion concepts, the "Lycra My Style My Show" activity promotes a better quality of life - that is, full of fun and sexy style, so that more people can enjoy the fun of participation. The "Lycra My Style, My Show" campaign promotes a better quality of life - fun and sexy - so that more people can enjoy participating. In Shanghai, Beijing, Chongqing, Wuhan, Nanjing, Shenyang, etc., consumers participated in the contest to engage and enjoy the concept of "Fashion, Individuality, Health and Freedom" brought by the brand.

The brand new "Lycra Go Boys" means the continuation and spreading of Lycra's fashion concept again. The selection criteria follow the healthy lifestyle always advocated by Lycra brand - considerate and caring, healthy and fashionable, wise and humorous, personality and charm, and more fashionable flavors are reflected in the packaging of the program, the styling design of the contestants as well as the setting of the program's "beauty jury", each of which has its own unique characteristics. More fashionable flavors are reflected in the packaging of the program, the styling design of the contestants and the setting of the "Beauty Jury" in the program, every detail of which fully proves the unique fashionable qualities of the Leica brand. Consumers were kept abreast of the campaign by participating in the large-scale retail promotion "Lycra Go Good Boys Dazzling Gifts", which was synchronized with more than 30 retailers across the country in April and May. During the campaign period, consumers who purchased Lycra tagged apparel at designated stores that cooperated with the Lycra brand on the promotion were eligible to participate in the "Lycra? The series will also be available exclusively on eBay. At the same time with the Lycra brand promotion of the Tang lion, Aigle, Haosha and other brands will cooperate with the activities in Hangzhou, Chengdu and Shanghai and other major regions to carry out large-scale ground promotion activities to expand the momentum of the program.

Lycra's fashion footsteps have never stopped, Lycra has gone far beyond its function as a small fiber, not only become a symbol of fashion spirit.