The Lycra Company is launching a new, design-led shapewear collection. The distribution partner is Primark, through whose store network the collection will be available throughout Europe and the United States.
The collection includes figure-shaping shorts, briefs, bodysuits and full-body styles and combines design with technical performance. The focus is on smoothing and shaping properties as well as a high level of comfort. The basis is the fiber technologies “Lycra Beauty” and “Lycra Adaptiv”. They were chosen for their ability to balance visible shaping effects with all-day comfort.
In order to enable customers to navigate this category safely, The Lycra Company has redesigned the presentation of shapewear in the store and provided the packaging with a distinctive Lycra logo to signal quality even in the lower price segment.
“Shapewear today is about confidence, comfort and versatility,” says Helen Latham, senior strategic account manager at The Lycra Company. “This new launch brings together modern design, affordable pricing and the Lycra brand’s proven innovations so more women can find shapewear that really works for them.”
The launch will be accompanied by a comprehensive omnichannel campaign spanning in-store POS, digital content and social media.
The collection will be available in black and camel colors and in sizes XS to XXL.