CATHY DIVES IN: For the second consecutive year, the Swimwear Industry Manufacturers Association (SWIM) and DuPont’s Lycra spandex division will hold a national retail promotion to increase swimwear sales. Retailers have until Jan. 31 to register for the event, Swimwear Splash ’96, which begins in mid-January and runs through May.
Cathy Guisewite’s comic strip character, Cathy, who is sometimes depicted wrestling swimsuits in department store dressing rooms, will be featured in all promotional material, including signs and posters.
As part of the program, point-of-purchase items highlighting proper fit, fiber benefits and durability will be available in retailers’ swimwear departments. Consumers who purchase swimwear made of Lycra, Tactel or Supplex will receive a nylon fanny pack carrying an image of Cathy and filled with coupons and products.
This year, 200 stores participated in the promotional event, which ran during April, national swimwear month. In 1996, retailers will decide when to run the promotion, and 400 stores are expected to participate, a DuPont spokeswoman said.