Material Matters - successful marketing strategies at Charming Shoppes Inc. and Playtex Inc - Brief Article

DSN Retailing Today, Sept 17, 2001

WHAT TYPE OF ADVERTISING OR MARKETING HAS HAD THE MOST IMPACT FOR YOUR COMPANY IN RECENT HISTORY?

RETAILER

Dorrit J. Bern, chairman, ceo and president, Charming Shoppes

BERN: "We not only listen to our customer, but actively and continually seek her input. It's done via mail and the Web, from comments on our clothing and stores to the concerns she faces in her community. Through a column called 'Speaking Woman to Woman,' we have created an ongoing dialogue with our customers to better understand her needs, desires and lifestyles. We feel this direct-mail initiative has had an important impact on both our customer and our company."

VENDOR

Gail Conner, vice president of marketing, Playtex

CONNER: "Playtex has taken a very different approach with our advertising, beginning with the introduction of our revolutionary new bra, Only You. We used photography icon Bruce Weber for our packaging and POP, as well as Michael Jansen, a Swedish fashion photographer, for our print campaign. The result, which is both contemporary and confident, sets the stage for the evolution of Playtex as a modern brand delivering innovation for today's consumer."