The production is estimated to cost in excess of $600,000, said Greg Clark, Lane Bryant’s vice president of marketing.
Dubbed “The Big Kiss,” the event will feature a special musical performance by legendary heavy metal band Kiss, while models such as Anna Nicole Smith, Carrie Otis, Kate Dillon and Mia Tyler are joined by Marcus Schenkenberg and Tyson Beckford on the runway.
“First and foremost, we view Lane Bryant as a fashion brand,” said Clark, noting that the lingerie is sold under the Cacique label. “We began doing the show to get the word out that we are a fashion brand. The general perception of plus-sizes is cover-ups and utilitarian items.”
The Cacique lingerie to be showcased includes seamless and embellished demi bras and coordinating panties, daywear items, and sleepwear and robes in fashion colors and basic black and nude.
Clark said annual sales of Cacique lingerie grew substantially over the past two years, rising from $160 million to $200 million in 2001. He noted that the combination of fashion product teamed with marketing and advertising exposure contributed to “an extremely successful” fall and holiday. He said, “Store [lingerie] comps were up over 3 percent in December over a year ago.”
Clark said Lane Bryant, which was acquired by Charming Shoppes from The Limited Inc. three years ago, is doing a special promotion to give away free tickets for the show. Lane Bryant operates 660 units.
Additionally, the retailer will be sending out 2.4 million mailers to promote the event.