International Textile Fabrics Expo Leica New Brand Structure

The twentieth session China The international textile fabrics and accessories (Qiu Dong) exposition opened yesterday at the New International Expo Center in Shanghai. More than 3800 exhibitors from more than 30 countries and regions participated in the exhibition. One of the world's largest producers of polymers and fibers, Ying Wei Da, announced at the exhibition that its LYCRA (Lycra) fiber will build a new consumer brand structure including a main brand and 4 sub brands to highlight their respective functional characteristics and promote product sales.

According to the Lycra brand's tracking research, the popularity of Lycra has reached 85% among the global consumers. Compared with ordinary elastic fabrics, Lycra's consumption preference has reached 58%. With the expansion of the technology and variety of Lycra fiber, in order to enable consumers to understand its functional features in different costumes, Ying Wei Da decided to implement the new brand strategy. The Lycra will be repositioned as a main brand "Lycra" and four sub brands, Lycra BEAUTY (plastic), SPORT (power), ENERGIZE (cool Kang) and XTRA LIFE (super resistant).

According to the North West Asia apparel and advanced textiles business Business director Steve Stewart revealed that China is an important market for Lycra, and more and more Chinese brands including Anta, Semir and urban beauty are co developing with Lycra. Last year alone, the number of Lycra tag in China reached 38% higher.

China international textile fabrics and accessories (Qiu Dong) Fair has been launched for 20 years this year. Business reporter yesterday learned from the Italy Textile Fabrics Association that in the past the main products were men's products, but because of the growing demand for female customers, the Italy exhibition area also had women's clothing and leather fabrics specially designed to meet this demand.

In terms of Italy textile exports, China, including Hongkong, is the second largest exporter after Germany, but data show that in the first 6 months of this year, the total export volume of Italy fabrics to China has declined by 13.1%.

The chairman of the Italy textile fabric exhibition said that "Italy made" accessories are luxury goods, and the stagnation of the Chinese market will cause some problems. Slight However, Italy enterprises are also adjusting to changes in the Chinese market and fabric styles, such as changes in customer types.