Maidenform: Revamping Image, Launching New Campaign for 90th Anniversary
Posted Tuesday May 29, 2012 2:33 PM GMT
They’ve been helping ladies look great and feel comfortable for decades, and the folks at Maidenform are in the midst of giving the company itself a little refresher.
According to CEO Maurice Reznik, the new initiatives from Maidenform are well-timed with the 90th anniversary celebration.
“What’s interesting is people just assume that we also do hosiery, sports bras and activewear.…The timing is great and we will have a total bodywear brand. The addition of activewear and hosiery nicely rounds out the Maidenform brand into adjacent categories and will build incremental growth,” said Reznik.
He added, “Devotion Comfort will be our biggest launch since One Fabulous Fit, and all of our major clients will be part of it.”
Meanwhile, Maidenform president Malcolm Robinson also wants to be sure to update the already-existing offerings. “We know the hosiery market is energizing and retailers are dedicating more space to hosiery. It’s an opportunity and presenting it in a very sexy manner will take us out of the drugstore L’eggs environment of yesteryear hosiery.”
Additionally, Robinson described the new Devotion Comfort lineup. “It’s a very sexy, sensual representation of women but it has a little more intellect than the rhinestone runway because it’s not just aimed at Gen Y but also Gen X and boomers....How do you visually express the concept? Nothing is more comfortable than skinny dipping or floating in air.”
Photo Credit: Maidenform