(Filed Under wholesale Lingerie News). Shapeez is expanding its multi-pronged effort to educate retailers about how to sell its shaping and slimming products as well as the larger issues of how to survive and grow in today’s rapidly changing retail environment.
The expanded programs include hands on visits, direct training of store personnel, as well as a soon-to-begin-filmed series of instructional videos for retailers.
All Shapeez products focus on a patented design that eliminates the look of bra bulges and back fat, while at the same time providing full bra support and slimming and shaping benefits for wearers.
“We started these instructional efforts because we realized that stores need help,” explained CFO David Berner, who co-founded the company with designer and inventor Staci Berner nine years ago. “It’s not just knowing about how to sell our shaping garments. Some stores don’t know how to operate in this changing environment. And if you don’t adapt you are in big trouble.”
Shapeez is looking to show its retailers “how to use the internet and Facebook to build a community,” continued David Berner. How to reach consumers it their market in both new and traditional ways. “We explain how to hold in-store events, to engage with the community. How to manage your territory.”
On the basic level, Shapeez trains its stores on how to introduce its products to consumers, how to measure and fit them, and even how to instruct customers on putting on its garments for the first time in the dressing room. Shapeez provides instructions on how to display and merchandise its products. And it supplies point of purchase posters and sales aids. “We are helping stores be more successful,” declared Berner.
The CFO added that the company now makes announcements to its own customers, the retail stores, though Facebook.
Kicking off the initiative, Shapeez Canadian sales director, Suzanne Barillari, recently began visiting stores in her territory. “It’s been a very successful campaign,” said Berner. “She has been helping stores, hand holding them through the measuring and fitting process, showing them how to handle all the issues that come up. They are so grateful. And it has resulted in significant sales increases.”
One of the most compelling features of all Shapeez products is the unique sizing system. A total of 36 bra sizes are offered (see their sizing chart here: http://www.unbelievabra.com/sizing_guide.html), which do not conform to the conventional band and cup sizing system. The Shapeez system was invented by Staci Berner, specifically to provide a better fit for her bras. The system involves two simple measurements: one around the upper chest and the other across one breast while wearing an unpadded, wired bra (see their website for a complete explanation).
“While the unique Shapeez design elements may take a little more time to explain,” said Berner, “they are also what wins over the consumer in the end, what makes the garments so comfortable. And why women keep coming back to Shapeez.”
“The training has already helped our retailers grow their business. The new videos will allow us to reach even more of our stores with this information.” Berner said he expects to make the series available to retailers by the end of the summer.
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