This annual event – often referred to as ‘the Oscars’ – honours retail excellence in the intimate apparel and swimwear segments. The focus of last year’s LYCRA® Fiber Award was swimwear. Almost 100 retailers competed for shopper attention by giving special visibility to the benefits of LYCRA® XTRA LIFE™ in garments from leading manufacturers.
INVISTA supplied the stores with point of sale and display material early in the year, the designers got to work, and their creations were judged in the April-July period. A shared campaign theme – this love lasts longer than just one summer – highlighted the important role of fiber technology in differentiating fashion and performance swimwear.
Five stores made the short list from which the judges chose two winners – Hautnah in the speciality boutique category for its carefully detailed, harmonious combination of swimwear and informative marketing materials, and Leffers in the textile store category for its eye-catching use of mannequins.
Besides bringing out the best in some talented retail designers, the competition reinforced the business-building importance of communicating the benefits LYCRA® XTRA LIFE™ brings to swimwear at point of sale.
Many of the participating retailers went well beyond the shop window in this respect, supporting their displays with web and social media postings, fashion shows and other customer events, as well as INVISTA-aided staff training sessions on benefit selling.
Most saw sales figures increase through the season, proving once again the power of well-coordinated marketing initiatives to drive business growth at each level of the value chain from INVISTA through specialist mills and swimwear brands to enterprising retailers.
The focus of the LYCRA® Fiber Awards at Sterne® der Wäsche 2017 will be Intimate Apparel.