Reaching New Heights
Weckelmann, who could teach a master class in promotions and visual merchandising, has had her summer “Take Off with LYCRA® fibre” themed windows entered for a 2018 Sterne® der Wäsche Award. Known as the Oscars of the German lingerie industry, Kurvenreich has won the LYCRA® brand category award last year and seems to outdo herself this year. While she used the provided LYCRA® XTRA LIFE™ fibre POS pieces, she also added her own material that amped up the theme. The promotion ran for three full months and Kurvenreich’s windows featured four different “living” displays with live models (including a bulldog!) at various times throughout the summer swimwear season.
Bringing it All Together
The “living” window displays attracted passers-by who were drawn into in-store activities at Kurvenreich that included catwalk fashion shows promoting men’s and women’s swimwear made with LYCRA® XTRA LIFE™ fibre, a champagne and canapé party with music and spontaneous dancing, and a LYCRA® fibre-themed trivia contest with swimsuits as prizes. This all culminated in a final amazing promotion that featured a live model “landing” in the store window after a real life skydiving experience. Wearing an infectious smile, a bikini made with LYCRA® XTRA LIFE™ fibre, and body paint promoting the store and LYCRA® brand, a model completed a tandem skydive as a film crew captured all the excitement.
The Secret to Success
To ensure the success of all her promotional activities at Kurvenreich, Weckelmann makes sure her sales staff knows all the benefits of chlorine-resistant LYCRA® XTRA LIFE™ fibre—like how it protects swimwear from damaging sunscreen, UV rays, and lotions up to ten times longer than unprotected elastane. In turn, her staff is able to drive sales by educating consumers about the real difference this high-quality fibre can make in swimwear once shoppers understand the unique benefits and lasting value it offers.
To learn more about LYCRA® XTRA LIFE™ fibre and the value it can add to your collection, contact us.
LYCRA® is a trademark of INVISTA.