AN UPLIFTING SHOW: In an effort to lift its lingerie business to new heights, British bra maker Gossard staged a vaudeville show at the New York nightclub Tatou to unveil its new collections for the media.
Promoted as “Gossard Tea and Strumpets,” the show featured music from Broadway hit shows, and during a spirited 20 minutes, models ran, traipsed, jumped, tap danced and sauntered in Gossard’s bras and panties. With its newly expanded line, Gossard expects its volume in the U.S. to double this year compared with 1994, according to Mark Pilkington, group sales and marketing director. He wouldn’t say what that volume was.
After the firm introduced its Super-Uplift bra, its new version of the push-up bra, in the U.S. last March, annual sales increased by 15 percent, he said.
To keep the figures rising, Gossard showcased four new styles of the Super-Uplift bra in all cotton, polyester satin, prewashed denim-look cotton and Tactel and lace with a Tactel filament. Each style wholesales for $19.75.
“Plunge” bikini panties, boy-leg briefs and thong panties were also featured. The cotton Super-Uplift bras and panties should be bestsellers as well as the denim Super-Uplift bra, made of pre-washed cotton, according to a company spokeswoman.
CALVIN’S NEW BLOOMER: Calvin Klein’s new women’s underwear line, produced by The Warnaco Group, had an auspicious debut last Tuesday at Bloomingdale’s flagship.
Both the designer and Christy Turlington, who’s featured in the line’s ad campaign, were on hand, and the New York store more than doubled the daily sales it averaged with the designer’s former women’s underwear line, according to Laurene Gandolfo, divisional merchandise manager. Warnaco took over the line when the licensing deal with Heckler Manufacturing & Investment Group expired at the end of 1994.
More than 500 shoppers waited in line for up to two hours to meet the pair. Each of those shoppers purchased at least one item from the line, and many purchased several more, Gandolfo said. If the customers wanted it, the pair autographed the underwear.
As soon as the store opened at 10 a.m., a line of women and men wrapped around the fourth floor even though the duo were not scheduled to arrive until noon. Best-selling items included the sheer marquisette bra at $22, a long-sleeved, ribbed V-neck T-shirt at $40 and a ribbed tank at $25, Gandolfo said.
With the new line, Gandolfo said the designer’s innerwear sales at Bloomingdale’s should double compared to last year.