LINGERIE WEEK: LIKE HOLIDAY IN MAY
Byline: Karyn Monget
NEW YORK — “Lingerie Week is like Christmas for us. We are all very excited about it, and it’s the fifth year we are participating.”
So said Dan Greenberg, divisional merchandise manager of intimate apparel at Gottchalks, Fresno, Calif., reflecting the general enthusiasm for the upcoming promotion spotlighting intimate apparel in stores around the country.
Lingerie Week, sponsored by the Intimate Apparel Council and DuPont, runs April 27 through May 3 at some 1,800 department and specialty store doors. Wal-Mart will rejoin the promotion at its 2,400 units, after a hiatus of several years.
Among participating retailers are Stern’s, Nordstrom, The Bon Marche, Boscov’s, Dillard’s, the Macy’s flagship at Herald Square, Bloomingdale’s 21 units and some regional units of J.C. Penney.
As in the past, stores have planned a bevy of events — informal fashion shows, appearances by innerwear designers, fit clinics and gifts-with-purchase.
Fit once again will be a main focus of the promotion, and some 500 IAC/DuPont Fit Kits — each with a training video and badges and tape measures for 10 salespeople — will be sent to participating retailers.
Greenberg of Gottschalks noted, “Our whole thing here is fit; that seems to be our niche. With all of the buy-one, get-one free promotions that go on in the industry throughout the year, we feel Lingerie Week gives us definition. It’s our time to shine.”
Gottchalks will do fit clinics at its 30 units, he said.
Stephanie Zernik Doroff, vice president and divisional merchandise manager of intimate apparel at Bloomingdale’s, said, “A lot of exciting special events for Lingerie Week will be taking place at all of our 21 stores. Our Bloomingdale’s lingerie catalog also will be available during Lingerie Week activities.”
She said events will include an appearance by shapewear designer Nancy Ganz, who will unveil her new Body Bar display, an informal fashion show of Marilyn Monroe by Warner’s lingerie with Redbook magazine, and a presentation of Hanro of Switzerland daywear and sleepwear by Elle magazine.
“We also will be giving two complimentary tickets to ‘Dream’, the new Broadway show, with any $300 purchase of intimate apparel,” Doroff said.
Wal-Mart will spotlight the week with a drawing at each of its 2,400 units for a $25 gift certificate for lingerie, said Shannon Shoptaw, marketing manager of apparel, shoes and jewelry.
“Wal-Mart radio [the in-store loudspeaker system] throughout all of our stores will invite women to visit our lingerie department during Lingerie Week,” Shoptaw said, and the stores will hand out postcard-size cards with the Lingerie Week logo to call attention to the week.
She said a percentage of lingerie sales during the promotion will go to the National Alliance of Breast Cancer Organizations. The amount was not available.
As reported, a magazine-format advertorial in the New York Times will feature Lingerie Week. The 16-page advertorial, a polybag insert, will be delivered April 24 to more than 600,000 readers.