Hachette Secures Lycra For Elle Sponsorship Deal

Hachette Filipacchi has secured a pan-European sponsorship deal with Lycra which will see the world-renowned brand sponsor the first ever ELLE Style Leaders supplement.

The 20-page supplement will be published with the November issue of five editions of ELLE in the UK, France, Germany, Spain and Italy, detailing the best the fashion world has to offer and celebrating excellence in style within the European retail industry.

The deal will see Lycra’s branding appear within the supplement as well as a composite logo which will appear on showcards, postcards and counter cards promoting the supplement.

Commenting on the deal, Denise Sakuma Wertz of Lycra producers INVISTA, said: “It is important that Lycra remains at the forefront of consumers minds when it comes to fashion and style. The ELLE Style Leaders project allows us to not only communicate with consumers directly but also to support leading brands and retailers across Europe.”

She added: “We were delighted to work with ELLE because they have such strong fashion credentials and can offer a truly pan-european brand personality that fits perfectly with Lycra.”

Earlier this year Hachette announced deals with make up manufacturer Clinique and clothing brand Warehouse in an effort to build the magazine’s fashion credentials. The deal involved a free special edition of ELLE being offered to Clinique and Warehouse customers as the magazine sought to align itself with aspirational yet accessible fashion (see Elle Secures Big Brand In-Store Promotion Partners).

Hachette Filipacchi: www.hachette-filipacchi.com

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