By Moira Nelson
We’re halfway through January… Can you believe it? That means Valentine’s Day is just a month away! I think of Valentine’s Day as the Super Bowl of the Intimate Apparel industry. I can’t think of any other Holiday that almost requires a lingerie purchase, can you?
I’d love to hear your innovative merchandising strategies for increasing sales between now and February 14th. Are you having a sale? Offering a Gift-with-Purchase? An in-store event? Last year, Margo Andros of The Pink Slip in NYC’s Grand Central Station marketed a “Dear John” campaign which targeted the men that frequent her store. She sent out a hand-written note to her best male clientele. Margo recognizes the fact that men appreciate convenience and ease of purchase (especially when it comes to buying underthings for their loved ones!) So she offered three Ready-To-Give “Packages” to remove the guesswork for the fellas, including optional delivery / messenger service. It was genius, and proved to be a real success. What do you have up your sleeve?
Here are a few upcoming “Intimate Affairs” (some of which are Valentine’s Day centric):
Linger in Spring Lake, N.J. is hosting the “Linger Mingler,” a Men’s Night Out on January 31st from 6:30-8:00pm. The “Intimate Affair” will feature a LIVE Fashion Show and complimentary cocktails.
The Underfashion Club is hosting its annual FEMMY Gala on Tuesday, February 5, 2013 at Cipriani 42nd Street, NYC. Again this year, the “Intimate Affair” will be hosted by Carson Kressley. This year’s Student Design Contest is sponsored by Penn Asia Co., Ltd., Regina Miracle International Ltd. And Stretchline Holdings Ltd. The theme is “Midnight Garden” – Seduction of Flowers. The Underfashion Club will be presenting FEMMY Awards to Bloomingdale’s, Cosabella and The Lenzing Group, the Innovation Award is being presented to Hautelook, and the Lifetime Achievement Award Recipient is Josie Natori of The Natori Company. For additional information regarding ticket purchase or to sponsor a table or to advertise in the event program, visit www.underfashionclub.org.
Sweetest Sin in Red Bank, N.J. is hosting their annual Valentine’s Day Soiree on Thursday, February 7th from 6:00-9:00pm. You can expect free gifts from brands such as Hanky Panty & Booty Parlor AND the event will feature special guests from LELO, the world’s leading designer brand for intimate lifestyle products.
SAVE THE DATE – Lauren Rich is planning an event to kick-off the first ever Lingerie Fashion Week (LingerieFW.) The “Intimate Affair” will be sponsored in part by The Lingerie Alliance. It will be held on Thursday, February 21, 2013. Details to follow….
Mark your calendars for these upcoming “Intimate Affairs” which are taking place here in the USA and around the World
The Lingerie Collective in London- through January 15th
Salon International de la Lingerie and Interfiliere in Paris- January 19th – 21st, 2013
Pure London in London- February 10th – 12th, 2013
Moda Lingerie and Swimwear in Birmingham- February 17th – 19th, 2013
Curve NV in Las Vegas- February 18th – 19th, 2013
Lingerie Fashion Week (LingerieFW) in New York- February 22nd – 23rd, 2013
The Lingerie Collective in New York- February 24th – 26th, 2013
Curve NY in New York- February 24th – 26th, 2013
INDX Intimate Apparel Show in the UK- March 19th – 21st, 2013
China Sourcing Fair in Hong Kong- April 27th – 30th, 2013
