(Filed Under wholesale Lingerie News). Mike Tsai, COO at Leg Avenue, recently discussed new initiatives at the firm, ranging from a new corporate slogan, a push to provide retailers with a broader array of Leg Avenue point of sale promotional materials, and a commitment to enforce MAP (minimum advertised price) polices.
New marketing materials from the company will now feature the phrase “The Inventors of Fantasy,” explained Tsai, noting that it can be used to refer to both the firm’s lingerie as well as its extensive costume collections. “Fantasy can refer to something sexy, just as it can refer to something quite innocent.”
One of the oft-repeated goals of the COO, reiterated during a recent interview, is to expand Leg Avenue’s customer base into the mainstream, while at the same time maintaining its leadership positions in both the sexy lingerie and Halloween costume businesses. “Hosiery is allowing us, giving us the key, so to speak, to open a lot of stores,” he explained, noting that Leg Avenue hosiery can be offered in virtually any retail apparel location. “It has allowed us to approach more mainstream buyers” said Tsai. Thus, the category is spearheading the company’s expansion efforts.
When it comes to making a store look good, “No one invests like us, and supports their retailers in terms of marketing materials,” continued Tsai. He noted that this year there will be more point of sale posters provided to retailers. “A lot of signage that nobody does. If our customers are successful, I am successful.” In addition, Leg Avenue is now also providing those of its retailers who are interested, a variety of custom shelving and storage options.
The commitment to enforcing a minimum advertised price (MAP) policy comes as the firm’s products have become available on its own website as well as an ever expanding range of online as well as brick-and-mortar locations. “I can say we are one of the few companies that enforce the MAP policy,” said Tsai. “We really and truly reinforce MAP policy because we cannot ignore the online business and we want to protect our retailers.”
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