2018 is already proving an exciting year for the Sloggi brands which will chalk up 40 years in 2019 and of course Sloggi briefs have been the bestselling brief in Europe for most of that time. However this year is a pivotal one as three new sub brands are introduced to the market – s for Sloggi & Zero Feel for Spring followed by sloggi mOve in Autumn. S by Sloggi (premium bodywear) will be introduced in a number of key accounts with Selfridges (Body Studio) taking delivery at the end of this month.
Zero Feel, everyday bodywear with unrivalled comfort, the brand offers superb softness with 360º stretch, flat seamfree finish with new dot bonding and slightly padded cups. Zero Feel will officially be launched on International Women’s Day on 8th March 2018 with stockists such as John Lewis, House of Fraser, Debenhams and selected independents. The two bras and 3 briefs will be extended into a bodyshaper in Autumn. And for the first time ever the launch will be a global one, hitting all markets at the same time and with a £1.2 million above the line spend (primarily in various social media to drive the appeal of Zero Feel to a younger consumer). The campaign will run with the strapline ‘Unfasten Yourself’ echoing the removal of any hooks or eyes in the garments and in the UK will run primarily through out of home media (although some European countries will have TV in the mix).
Autumn will see the introduction of the brand’s new athleisure range – sloggi mOve – with graded styles for different levels of sports and exercise (Flow – gentle, Flex – moderate and Fly – high activity). The bra tops will be accompanied by thong, mini, hipster and shorty with bonded edges and BIO-HeatSol technology that helps blood circulation and balances body temperature.