Men targets of Lycra ad campaign
US chemical giant DuPont last week launched a US$30 million global advertising campaign from Hong Kong in an effort to get more young men into its elastic fibre, Lycra.
Steven McCracken, president of DuPont Lycra, said the campaign was designed to dispel Lycra's traditional image of intimate apparel, active wear and swim wear for women.
Mr McCracken said a whole new consumer market appeared to be moving into elastified garments, namely teenagers and men.
With the slogan 'Enjoy the Difference', DuPont hopes to target progressive males, who are fashion orientated and who do not want to sacrifice comfort for style.
According to Mr McCracken, menswear business has a higher growth rate today than womenswear.
'Asia is the higest growth region, and it is the textile centre of the world. We think the time is right [to launch the campaign] because there is news from an application stand point, and more ready to wear is being sold,' he said.
Mr McCracken said the campaign was not a relaunch of the 40 year old product in an attempt to boost sales.
'Essentially we're at an inflection point on our penetration curve. We are moving away from specific items and into the mainstream basic apparel, and we'd like to reinforce and ensure that transition,' he said.
This was the first time DuPont had put together a global campaign, said Mr McCracken, and had been driven by the realities of the market place.
He said the apparel business needed to be attacked globally and the campaign has the same consistent image, except for language.