(Filed Under retail Lingerie News). A bestselling brand in mass retailers, Vassarette is planning to stay on top with the launch of this summer’s Technoshine line.
Technoshine, a collection of colorful bras and panties, will retail for less than $13. The line’s debut will be accompanied by a major marketing campaign, encompassing print ads; in-store displays at Walmart, Kmart and Target; and an online component at Vassarette.com. As an additional promotion, the company will give away two $20,000 modeling contracts to consumers who enter a late-summer contest. One contract will be awarded to an average-sized contestant and the other contract will go to a plus-size model.
Vassarette is amping up its advertising in response to a growing number of mass market retail competitors. Low-cost brands L’eggs, No Nonsense, Jockey and Bali all introduced new women’s lingerie and intimate apparel lines.
The Vassarette lingerie label was formed by parent company Munsingwear in 1951. VF Corp. acquired Vassarette in 1990 as part of its Vanity Fair Intimates division.
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