Lily of France Pulls Lingerie Out of the Drawer With Color Accents

Brandweek, July 17, 2000 by Sandra Dolbow

The original Lily of France consumer kept her bra straps--and other secrets--under wraps. But in these show-all, tell-all days, the bra strap is a fashion statement all its own. In keeping with the trend, the 75-year-old brand is jazzing up the bra with interchangeable slip-on Strappies meant to be seen. The funky little straps ($5 a pair; $12 for three) come in prints or bright, sheer colors in stretch vinyl, glitter and other fabrics and attach to an underwire, bandeau or camisole bra ($20).

By swapping straps, women can change their look as often as they want--and Lily of France, a Bestform Intimates brand, keeps cranking them out, shipping multiple styles throughout the spring/summer season.

Support is mostly signage and fixturing in 1,500 department stores such as Hecht's, Burdine's Macy's and Penney that carry the product; an advertising burst in People's July 10 "Most Eligible Bachelor" issue and September and August issues of Teen People and Seventeen provides additional boost.

Chris Fuentes, vp-marketing for Bestform Intimates, a unit of VF, expects to double its Strappies sales target. "Men are important to our target consumer," he said. "She's either trying to get a man or keep one.'

Hey, if it works, it may be worth the investment.

Program: Lily of France's Strappies

Marketer: Bestfom Intimates, New York

Agency: D'Arcy Masius Benton & Bowles, N.Y.

Key Players: Bestform: Chris Fuentes, Up-Marketing; Lily of France: Tobie Garfinkle, up-Merchandising; Harv Toback, dir creative services