H&M GETS UNDRESSED: H&M, the Swedish retail phenomenon, is expanding its lingerie campaign in the U.S.
This story first appeared in the November 24, 2003 issue of WWD. Subscribe Today.
A spokeswoman for the Stockholm-based retailer said it has been doing lingerie since 1986, primarily in Europe, and now wants to put its name on the map in the U.S.
Suggested retail for bras is $7.90 to $12.90, panties are $5.90 to $7.90 and garters and HotPants are $7.90.
H&M recently unveiled its national print campaign at a cocktail party at its SoHo unit in Manhattan. Three top models will be part of the ad campaign: Naomi Campbell, Daniela Pestova and Angie Eberhart. The campaign, which was photographed by Ellen Von Unwerth, will appear in 18 countries. In the U.S., ads will appear in December-January issues of Jane, Cosmopolitan, Elle, Lucky, Marie Claire, GQ and FHM, and metro media outlets such as Time Out New York.
Former lingerie models for H&M include Elle MacPherson, Cindy Crawford, Amber Valletta, Claudia Schiffer, Sophie Dahl and Anna Nicole Smith.
The spokeswoman would not give sales figures for the lingerie segment or an advertising budget for the 2003 winter campaign, but she noted that the company’s total marketing budget is 2 percent of total annual revenues, which were $53.33 million in 2002. Overall sales outside of Sweden last year were $47.545 million.
MYSTERE GOES RED: Le Mystere, the upscale bra brand produced and marketed by The French Room, is partnering with the American Heart Association to raise awareness of cardiovascular disease in women. The AHA has targeted heart disease as the number-one killer of women.
Michael Rabinowitz, owner and president of The French Room, said, “We are doing this because we have been successful in business and thought, why not give back to a good cause for women. That’s why we chose the American Heart Association.”
Rabinowitz said his company will show its support to the AHA’s Go Red for Women campaign, which encourages women to become more aware of heart disease and stroke, by donating “a minimum of $200,000 to the cause.”
The French Room will donate $2 for every designated Le Mystere bra and panty purchased through Feb. 29 at 700 specialty store doors and major stores such as Nordstrom, Neiman-Marcus, Saks Fifth Avenue and Bloomingdale’s, he said.
The Go Red products by Le Mystere will be four bras: the Linguine and Tisha bras, a sculptural push-up style and a sculptural strapless number, as well as a low-rider thong.