Lingerie retailers turn to technology

Thu, 30 Aug 2012 | By Rosie Baker

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Retailers Ann Summers and Victoria’s Secret are turning to digital marketing and in-store technology to make lingerie shopping more interactive.

Ann Summers is launching an augmented reality campaign called BlippTease, which uses the Blippar smartphone app to make its autumn campaign interactive. The retailer claims it is the world’s first augmented reality lingerie collection launch.

Customers can use the app to interact with ad posters in store windows and Ann Summers’ customer magazine MiniLogue and virtually try on its latest lingerie collections before making a purchase online or in-store. The photos can also be shared via Facebook or Twitter.

The augmented reality activity is part of a wider campaign launching on Monday (3 September) to promote its autumn collection. It also includes online activity.

Using the app, customers can also “blipp to buy” directly from the screen of their phone or tablet, or download an exclusive 10% discount for use in-store and online.

Fiona Davis, Ann Summers brand director, says the app can also help male shoppers buying gifts for women make sure they buy the right products.

Meanwhile, Victoria’s Secret is installing the biggest video wall of its kind in its second UK store due to open in London’s Mayfair this week and says the move marks its intention to put a multi-media experience at the heart of its retail strategy.

Digital screens are also embedded into the store’s displays so that Victoria’s Secret can provide consistent interactions across mobile, online and in-store.

It says that the multi-channel environment, which has been designed by PlayNetwork, aims to create a “sense of theatre, excitement and exclusivity” in the store.

The US lingerie cain is currently expanding its UK operations after opening its first store in Westfield earlier this month after several delays.

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Readers’ comments

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• Dmitry | Fri, 31 Aug 2012 8:48 am

  Every time I read about latest greatest gizmo from a retailer, I ask myself – how does it help to increase average receipt value or bring new traffic?

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Victoria’s Secret Lawsuit 2012: Lingerie Retailer Sued for Selling ‘Knock Off …

(Photo : facebook) Victoria Secret’s is being sued for $15 million for supposedly selling “knock off” merchandise.

According to Women’s Wear Daily, the popular women’s lingerie and apparel store Victoria’s Secret is currently being sued by the hosiery supplier company Zephyrs. The home of “Victoria’s Angels” is accused of selling cheaper “knockoff” products to unsuspecting consumers. The NJ-based company Zephyrs filed a claim for $15 million.

In the Zephyrs complaint filed in a Ohio federal court (where Victoria Secret’s headquarters is located), the hosiery retailer accuses the lingerie behemoth of shady advertising – supposedly Secrets  used images of Zephyrs’ expensive Italian-made products on packaging and in-store product displays, while a cheaper version of the merchandise was actually being sold in stores. Along with the $15 million, Zephyrs is also seeking “corrective advertising” and a recall of the accused products.

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The merchandize referred to in the claim includes a line of ‘Lace Top Fish Net Stockings,’ ‘Fish Net Thigh-Highs with Back Seam,’ and a ‘Signature Stripe Thigh-High with Bows.’ Such products usually cost anywhere between $16-18.

According to Zephyrs, Victoria’s Secret directly contacted their company in regards to using the advertising designs and images. While the store that created the “Pink” collection did actually once sell the more expensive Italian wear, the company ended up switching to a cheaper Canadian supplier. Allegedly the only thing changed on the original advertising and packaging was a new stamp labeled, “Made In Canada.”

Back in 2001, Victoria’s Secret signed an agreement that prohibited the store from selling cheaper products. So looks like Zephyrs and the Gioconda Law Group PLLC have a sturdy claim on their hands against the home of Angels Adriana Lima and Alessandra  Ambrosio (among seven other current Victoria Secret model beauties).

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