NEW YORK -- Following the urgings of some retailers, Lingerie Week will move a week closer to Mother's Day next year.
The sixth annual event will be held April 23-29. Mother's Day will fall on May 14.
The week features primarily in-store events, from fashion shows and bra-fitting clinics to raffles and other giveaways, many of them supported by vendors and featuring participation from fashion and lifestyle magazines. One important goal is to stimulate intimate apparel business for Mother's Day.
This year, the week ran April 11-16, three weeks before Mother's Day, which was May 8. Some retailers complained that traffic at this year's promotion was not up to last year's because of the early timing.
Next year's scheduling in relationship to Mother's Day is similar to 1993's, when the event was April 18-24 and Mother's Day was May 9.
Another change is that "mass merchandisers are not being ruled out of the promotion next year," according to a spokeswoman for the Intimate Apparel Council, which sponsors the week, along with DuPont.
As reported, the IAC took a firm stance this year that Lingerie Week activities feature only full-price merchandise. In response, three major chains -- Kmart, Wal-Mart and J.C. Penney Co. -- dropped out. Their absence cut the number of participating doors to about 1,000 from 3,500, according to the IAC.
"We expect to have a larger turnout of retailers next year, and we'll try to work more closely with manufacturers, who in turn will work closer with each retailer in developing programs," the IAC spokeswoman said.
Details of the promotion, which will again carry the theme, "The Spirit of a Woman," will be discussed at an IAC meeting Aug. 3 during market week, she said. She said plans still needed to be completed for special events, but noted that an industry launch party is "definitely being planned."
Last year, the party, which had been a regular feature of the weeks, was canceled.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)