New XFIT LYCRA® Technology licensed to Lee Cooper in Europe

21/01/2007

The LYCRA® brand has launched a new licensing business for the first time in the ready-to-wear category in Europe. Having already revolutionised the world of hosiery, swimwear and intimate apparel, INVISTA is revolutionizing the way denim with LYCRA® fibre is made, worn and marketed.

In a unique European deal INVISTA will be licensing their patented XFIT LYCRA® technology to Lee Cooper®. XFIT LYCRA® technology is a completely new fabric construction owned by INVISTA, which offers just the right amount of give in every direction and provides exceptionally better comfort and fit to the Denim wearer. The licensing deal is a revolutionary move for INVISTA as they package and sell innovation in a unique way and follows on from deals in the cosmetics industry with the hugely successful licensing agreements with Rimmel, Astor and Taft. Lee Cooper® is an ideal associate for the deal given their strong heritage in making stylish and quality denim garments. The deal offers a number of advantages to licensing associates:

  • Exclusive hangtags
  • Priority to renew program
  • Priority access to LYCRA® brand innovation
  • Priority access to market information
  • Exclusive access to sourcing database
  • Exclusive access to marketing initiatives such as the 'REVOLUTIONIZE IT' marketing programme
Further to this, the licensing partners will benefit from the power of the LYCRA® brand, which was given Consumer Superbrand status in 2005. Research has shown that not only do consumers surveyed recognize the brand, but that surveyed consumers are also willing to pay a premium for garments with LYCRA® fibre. In Germany, for example research showed that jeans with the LYCRA® hangtag and selling at a 20% price premium side by side to the same jeans without identification, sold more and faster. Another research has shown that in Italy a woman’s collection in one of the largest retailer groups with identified LYCRA® hangtags increased sales by 269.2% whilst the same unidentified unbranded garments lost 63% sales.

Another essential element of the licensing agreement is that all garments sold must meet the exacting quality standards of the LYCRA® brand.

XFIT LYCRA® technology, a patented denim cross-weave technology available only under license from INVISTA, will deliver exceptionally better fitting and more comfortable garments because of the unique way it delivers the benefits of multi-direction stretch. "XFIT LYCRA® technology provides a wider fit to accommodate more diverse body types" says a Lee spokesperson. "The new technology also helps give jeans lasting good looks because of the improved shape memory, while looking and feeling like authentic denim."

"We expect XFIT LYCRA® technology to change the landscape of denim with its next generation look and feel. Lee Cooper®, with its long heritage in denim, was a natural choice for the launch of this revolutionary new denim product in Europe."

This revolutionary technology is currently only available through INVISTA who will be speaking to other potential associate brands over the coming months.

Back to News List