By ELLEN LEWIS
We were all set to post a Parfait Lingerie Spotlight this month about the new Elissa bridal bustier; but, alas, ‘the best laid plans often go awry’. We are deep into what should have been a robust wedding season, but the Coronavirus took a full-frontal attack on the ‘old normal’. We have been forced to adapt. Those of us who changed lanes quickly have reaped some rewards. As such, Parfait lingerie, doing a 180 on their marketing plans, reset their course quickly. Sending a personal note to all their retail accounts, the brand offered (and is offering) to create local ads on social media and e-shop promotions to help specialty stores boost sales and maintain exposure.
Recognizing the Intimate Apparel Industry manifesto to support women and their need to take care of themselves, now more than ever, the ‘New Parfait’ marketing campaign is serendipitous. Geared to ‘Push away Negativity’ the brand has created six core values around which they are wrapping new product. Themed around the importance of self-care and the belief that women are perfect just the way they are, the brand has certainly lived up to the essence of their name: Parfait means Perfect in English.
All photography by Stephanie Hynes Photography
