August 2017 marks the launch of a global marketing campaign by Panache, to mark the ‘wow’ moment when an expert fitter introduces a woman to the perfect fitting bra (sometimes for the first time ever!). This 360° campaign will run from beginning of August through to the end of October 2017 with a new online bra fitting guide, documentary-style fitting advice video online and a series of in-store events celebrating finding that ideal fit.
From a study of 3,000 women conducted by Panache, it was revealed that 52% had never even had a bra fitting and of those who had managed to get a professional fitting, 78% then discovered they were wearing the wrong sized bra. Add on the fact that women’s shape and size changes over their lifetime, a one-time fit will not mean the perfect bra for life!
So what does this mean for lingerie retailers? Well any retailer regardless of size, can request the Panache ‘Find Your Fit’ event kits to their customers. The full kit includes:
- Event advertising tools (packs/POS/press template);
- Optional redemption vouchers;
- PR and social media content to promote the event;
- Events will be listed on Panache’s events page;
- Incentive offer for retailers for in-store events;
- 3 UK retailers with the best Find Your Fit events will be rewarded with a £1000 advertising budget.
For the end-consumer various benefits are on offer – entry to a monthly draw for Panache prizes (funded by Panache), redemption vouchers (at retailer’s discretion), a chance to nominate their favourite fitter, a chance to support their local business and of course, a bespoke fitting experience! Panache will be on hand to help retailers organise social media coverage for their events or their participation in the ‘Find Your Fit’ campaign with #FoundMyFit on Facebook, Twitter and Instagram.
Leigh Norris, Head of Marketing at Panache, commented on the launch: “Our new campaign encourages women to get fitted for their current shape and size and to find a bra that fits like it’s been made to measure. That ‘wow’ moment when you find your perfect bra that banishes bulges and saggy straps can make women feel a million dollars. A well-fitted bra not only feels more comfortable, but can completely change a woman’s shape! Our campaign provides great advice from our expert fitters whether women are searching online or in-store.”
Simultaneously Panache is launching their Interactive Fit Guide – a display in video format on the transactional site that is now live. They are also launching their order and then click & collect service from the customer’s local store (first underwear brand to pioneer this in the UK).