Inside the Technology
fbb’s adoption of COOLMAX® technology for woven shirts is a first for one of the leading retailers in India. COOLMAX® technology wicks moisture away from the body and transports it to the surface of the breathable fabric where it evaporates quickly. This means that whether the wearer is being active, or the temperature is high, he can depend on COOLMAX® technology to help him beat the heat.
Trust the Marketing Experts
Studies show that when consumers are educated about the technology benefits of a garment, they recognize its added value and are willing to pay a higher price. The marketing campaign developed for “Checks Shirts” uses in-store posters, arm tags, sewn labels and hangtags to highlight the benefits of COOLMAX® technology to drive sell-through. This promotion is running in all major fbb stores in India through July 2019, and is being promoted on its Facebook page.
To learn more about COOLMAX® technology for woven apparel, contact Kapil Lakhwara, Consultant Marketing & Business Development India.
COOLMAX® is a trademark of The LYCRA Company.