By  on May 25, 2012

Maidenform is getting a face-lift.

The $600 million intimateapparel company is celebrating its 90th anniversary with a brand imageand product transformation that will kick off with its new ComfortDevotion campaign.

The fourth-quarter launch of Comfort Devotionbras and shapewear — which will feature special treatments such as“cloud” foam cups, smoothing wings and leotard backs, and ultrasoftbrushed fabrics — will precede the launch of two new product categoriesin 2013: hosiery and activewear with shaping benefits.

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MauriceReznik, chief executive officer of Maidenform Brands Inc., said theupdated look of Comfort Devotion and additional product categories willposition Maidenform as a key lifestyle brand.

“What’s interestingis people just assume that we also do hosiery, sports bras andactivewear.…The timing is great and we will have a total bodywear brand.The addition of activewear and hosiery nicely rounds out the Maidenformbrand into adjacent categories and will build incremental growth,” saidReznik. “Devotion Comfort will be our biggest launch since One FabulousFit, and all of our major clients will be part of it.”

Detailswere not yet available about the new product introductions, but Rezniksaid this will be the first time Maidenform will be entering theactivewear arena. The line, which will be designed and developedin-house by Maidenform, will feature fitness apparel, lifestyleseparates and sports bras. A hosiery collection by Maidenform will beproduced under license by Sculptz and will feature basic as well asfashion legwear.

Regarding hosiery, Maidenform president MalcolmRobinson said the category has strong potential to become a key businessat Maidenform.

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“We know the hosiery market is energizing andretailers are dedicating more space to hosiery. It’s an opportunity andpresenting it in a very sexy manner will take us out of the drugstoreL’eggs environment of yesteryear hosiery,” said Robinson.

Meanwhile,Robinson outlined the foundation of Maidenform’s new lifestyle andproduct strategy in a format of five “pillars:”

• Body, whichwill be dedicated to bras and underwear.

• Soul, a daywear andhosiery segment.

• Energy, which will focus on active apparel andsports bras.

• Shape, a shapewear business.

• Love, whichwill represent a group of themed, high fashion intimates every sixmonths.

The wording of the product architecture will appear insignage and point-of-sale materials in Maidenform in-store shops atmajor stores.

The Maidenform logo has also received a redo in amore modern version that resembles the seductive curve of a decolletage.

“Thenew logo looks like an icon and is expressive like a neckline,” heexplained.

Describing the fresh look of the ad campaign forComfort Devotion, Robinson said the idea was to portray women in anethereal yet seductive environment outside of the boudoir.

“It’s avery sexy, sensual representation of women but it has a little moreintellect than the rhinestone runway because it’s not just aimed at Gen Ybut also Gen X and boomers....How do you visually express the concept?Nothing is more comfortable than skinny dipping or floating in air,”said Robinson.

The campaign — which features a model wearingMaidenform bras and coordinating undies in cool shades of pastel thatmatch swirling clouds of sheer chiffon — was created by Maidenform’screative director Susan Ferenczi and photographed by Benjamin Lennox.The model is Tania Onishchenko.

Social media will also be a bigpart of the campaign but Maidenform will be taking it up a notch with apartnership with Aurasma, a free app that lets consumers create andshare virtual content. Instead of capturing a bar code or encryptednumber, shoppers can capture virtual recognition on their mobile devicesby clicking on an Aurasmus icon and an image comes to life.

LucilleDeHart, Maidenform’s chief marketing officer, said the initiative withAurasma will be game changer on the selling floor.

“It’saudio-visual with 3-D imagery and a Maidenform model can walk around andeven talk to the consumer....We’re really excited about this becausewe’ll be able to see brand integration and how the consumer shops,” saidDeHart.

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