When Allen Schwartz signed a licensing deal in April with Vandale Industries to produce a collection of ABS Intimates, the idea was to bring directional ready-to-wear trends to lingerie that had a contemporary look.
“I wanted to take key trends on the runway and bring that culture into the intimate apparel zone,” Schwartz said.
But he wanted to do more than just offer lingerie items to retailers and consumers — he wanted to attract their attention with a cross-merchandising concept that could encourage multiple purchases in innerwear and rtw departments. So he came up with the idea of informational hangtags on bras, dresses and tops that would tempt consumers into buying both categories by ABS.
The hangtags for Signature ABS Intimates feature visuals of an Ultra Multi Way Convertible Bra with the words: “Hook straps into any eyelet for total convertibility and versatility.” The five embedded eyelets along the interior of the wings on the bra allow a number of multipurpose uses under a variety of dresses and tops, including halter, asymmetrical, crisscross, strapless, one-strap and classic two-strap silhouettes.
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The hangtag for rtw and tops features a photo of Schwartz with a tag line saying, “Allen recommends his Ultra Convertible Bra to Wear with this garment,” along with a visual of the convertible bra with the wording, “Find it on the intimate apparel floor.”
First-year wholesale sales, beginning in spring, are projected between $3 million and $5 million, according to Kim Kalosinis, Vandale’s executive vice president of merchandising.