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Lycra launches annual denim co-marketing campaign

Jeans featuring patented Lycra dualFX technology promoted on Refinery29.

17th September 2019

Innovation in Textiles
 |  Wilmington, DE


Long Tall Sally Ultra Stretch Jean with Lycra dualFX technology. © Lycra

Lycra has launched a global co-branded marketing programme to promote denim jeans made with its Lycra dualFX technology. The programme has been developed with Refinery29, a leading media and entertainment company for millennial and Gen Z women.

Patented Lycra dualFX technology combines two Lycra brand stretch fibres to add extra flexibility and bounce back recovery to denim. This means jeans hold their shape all day, every day resisting bag and sag while delivering exceptional comfort and fit.

Inspired by the two fibres in Lycra dualFX technology, diverse pairs of real women are featured in some of this year’s custom content created by Refinery29. Whether it is a night on the town, on the dance floor or simply hanging out together, these women demonstrate how jeans with Lycra dualFX technology deliver a comfortable, lasting fit for all body types regardless of their shape or size.

Driving interest

The annual autumn denim campaign is designed to drive interest and purchase of the co-brands’ jeans by educating the consumer on the lasting comfort, fit and performance of Lycra dualFX technology. This is achieved through a combination of compelling Refinery29 photo features and engaging serviceable content. Readers learn valuable information on how to shop for denim, fit tips, and trending styles from a fashion authority. The custom content links to the featured denim brand’s website for a seamless shopping experience.

Three of the participating brands, Superdry, Next and Long Tall Sally, will be featured exclusively on Refinery29’s dedicated UK site. The full list of this year’s participating brands is: 7 FOR All Mankind, Amercian Eagle, C&A, Calvin Klein Jeans, DL 1961, Esprit, Guess, Joe’s Jeans, Levi’s, Long Tall Sally, Lucky Brand, NYDJ, Superdry, Torrid and Target’s Universal Thread.

“We selected Refinery29 to develop our denim campaign because its custom content helps our co-brands connect with their target consumers in relevant and meaningful ways,” said Helen Latham, Denim and RTW Senior Account Manager UK, The Lycra Company. “Refinery29 excels at storytelling and effectively communicating the value and differentiated benefits of our technology to drive sales of our co-brands’ jeans.”

High-impact media

The six-week campaign features high-impact media including homepage and fashion channel takeovers and banner ads on Refinery29. In addition, content will be promoted through the global platform’s broad social and digital distribution channels including dedicated e-mails and newsletters.

The UK campaign kicks off with a seven-day home page take over for Next and Superdry Instagram activity. The campaign will also feature a custom market feature for all three UK specific brands for five weeks.

Further reading

New Ultra Stretch Jean for tall women

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