Innerwear retailers are requested to use a secret password to gain entry to the Warner’s showroom at The Warnaco Group Inc. for the fall 2012 market: Secret Makeover.
Details of the Bond-girl-inspired group of intimates called Secret Makeover by Warner’s are still under wraps. But a marketing campaign is being planned with point-of-sale materials which will include an image of a model wearing a Secret Makeover bra underneath a trenchcoat. The Warner’s showroom will also feature mannequins dressed in Secret Makeover intimates with trenchcoats and sunglasses.
The idea behind the Secret Makeover moniker is a product that gives women an “invisible makeover,” said Joanne Kaye, vice president of merchandising for Core Brand Intimates at Warnaco.
Les Hall, executive vice president and general manager for the Core Brand Intimates division, said a secret agent theme would lend a “fun” atmosphere to opening day of market week which also happens to be Halloween.
“In terms of the Secret Makeover positioning, our consumer research identified that women are looking for a bra that lifts their breasts ‘up and in’….They described this benefit as ‘putting the girls back where they belong,’ giving them the shape they had when they were younger,” explained Hall. “On our packaging, we used the same language that consumers did and tied it to the emotional benefit of feeling more youthful and confident, as if she had a secret makeover. The trenchcoat was a fun way to bring the concept to life, referencing the idea of an undercover agent.”
Three bra styles — each of which offer specialty lift treatments in the bra cups for maximum lift and containment — will be featured: the Secret Makeover Natural Lift bra with a side support, a Secret Makeover Lift bra with side support and an added “lift” bra cup pad, and a Secret Makeover Natural Lift Wire-Free style.
Kaye said market research revealed that bras that give the bosom a natural lift are in big demand.
“We discovered that the lift factor was an extremely important attribute to consumers, especially bras that give side lift for a smooth silhouette,” said Kaye.
Colors for the spring group include solid white, black, toasted almond, tobacco, rose, purple and cobalt blue. Prints include dots and a graphic animal motif. Cup sizes will be 34B to 40D for underwire bras and 34B to 42C for the soft cup style.
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