Case Study
LYCRA® - building a stylish ingredient brand
Challenge
There were twin challenges:
(a) Being an ingredient fashion brand, establish LYCRA® as a stylish, aspirational brand, creating consumer pull and preference.
(b) Drive brand penetration and specification of LYCRA® hang tags amongst top tier fashion brands at retail.
Approach
The marketing plan focused on driving functional value and fashion appeal of LYCRA® through a push and pull strategy targeted at upstream (fabric sourcing houses and fabric manufacturing mills) and downstream customers (retail fashion brands and end consumers).
Activities for upstream customers included multi city trade exhibition LYCRA® Rendezvous, LYCRA® fiber sales roadshows and ‘REAL LOVE’ trade advertising downstream programs included LYCRA® MTV Style Awards, LYCRA® Images Fashion Awards, consumer advertising on TV and print, collaborations with top tier fashion designers and celebrity driven co-branded launches of LYCRA® based fashion collections with top tier apparel brands, which was further amplified by immense media coveraged.
Result
Cumulative outcome established LYCRA® as a stylish fashion brand preferred by celebrities, creating a pull factor among consumers, increasing LYCRA® penetration in products of top apparel brands, while increasing brand specification through LYCRA® hangtags at retail, owing to robust brand recall and preference.
Other Projects
Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
This will close in 0 seconds