MORE THAN 115 RETAILERS SEEN IN 3RD NATIONAL HOSIERY EVENT
Byline: Rosemary Feitelberg / Marilyn Nason, Asheville, N.C.
NEW YORK — More than 115 retailers are expected to participate in the third annual National Hosiery Event, to run Saturday through Sept. 21.
A variety of retailers, including such big chains as J.C. Penney Co. and Wal-Mart Stores Inc., and specialty operations such as Catherine’s Stores have signed on for the event. Sponsored by the National Association of Hosiery Manufacturers, the National Hosiery Event will feature in-store events and special promotions focusing on fashion, fit and hosiery care.
To get the message on the airwaves, the NAHM has sent a videotaped interview with Mila Radulovic, an actress and former model, to 150 TV stations. Radulovic will act as spokeswoman for the National Association of Hosiery Manufacturers through the end of this year.
Hosiery care, fashion tips and information about where to find the NAHM’s brochure for consumers are featured.
Stations have the option to use the tape or portions of it on news programs, talk shows or in any other way they see fit, said Sid Smith, president and chief executive officer of the National Association of Hosiery Manufacturers.
As part of her agreement with the NAHM, Radulovic is using Fashion Icon, her site on the World Wide Web, to highlight key legwear looks for fall. The site is particularly popular with young women, a spokeswoman for the National Association of Hosiery Manufacturerssaid.
A similar radio news release has been sent to 2,700 radio stations in the U.S. Many stations in the leading 100 radio markets plan to team with local retailers to promote hosiery during the National Hosiery Event, Smith said.
To support the radio stations’ efforts, 16 hosiery mills and manufacturers have donated baskets of sheers and socks. Each basket has three to five pairs of legwear, and they will be used as giveaways to listeners who phone in with correct answers to trivia questions about legwear.