(Filed Under wholesale Lingerie News). An interesting symbiotic relationship that has developed in recent months between Shapeez, the producer of a revolutionary line of bras, and Sympli, the fast growing Canadian sportswear producer for all body types. The relationship illustrates how any apparel retailer can actually increase apparel sales by adding Shapeez to their inventory, even if they have never sold bras or shapewear before.
At the recent WWIN show in Las Vegas, Shapeez founder Staci Berner discussed with BODY the informal alliance between her firm and Sympli. “It started at this show not long ago. They had a booth nearby, and we began hearing from buyers that said they were wearing Sympli and that they would wear nothing else under their garments but Shapeez. Shortly thereafter, we sent some of our bras to Sympli and they began having their models wear Shapeez at the shows under the Sympli garments.”
The two companies have gone on to do additional cross promotions together. They have featured the symbiotic relationship in articles and advertisements. And they recommend each other’s products at shows and at all times in between.
The key, of course, is the patented Shapeez design which can be found in their extensive array of bras (as well as a shaping slip with built in bra). All combine full support, while improving body shape and eliminating back fat and ugly bulges. Short and long versions of the bras are available, as well as a new sports bra.
Berner explained that, in a broader sense, having Shapeez garments in the store is a great idea for all apparel retailers, not just one that is selling Sympli. “Shapeez bras and underpinnings provide excellent shaping, proper posture, a smooth silhouette and eliminate ugly bulges and back fat, making any garment look better on. Thus, any retailer who has her customers try on Shapeez underneath finds that her customers come out of the dressing room looking better and feeling better about themselves. And thus they will sell a lot more dresses as a result!”
Another element of the Shapeez success that was evident at the WWIN show is the extensive array of promotional materials they provide to their retailers, which are often not provided by other wholesalers. Decorating all the open spaces in the booth were PVC posters and counter cards showing each of the company’s offerings. All are provide to the company’s retailers.
One counter card that is particularly interesting shows several actual customers, seen from the back, in before and after photos. In the before photos customers are wearing their “old” bras; in after photos they are wearing a Shapeez product. In the after photos the Shapeez smooth back is clearly evident.
According to CFO David Berner, Shapeez also provides its retailers with large quantities of post cards that they can mail to their consumers to announce a Shapeez promotion or the introduction of a new product.
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