ENTICING BUYERS IS THE BRIEF
IT TAKES a special kind of ingenuity and imagination to get shoppers excited enough to embrace fashion trends for underwear.
This is the type of challenge Kate Hann has faced for much of her two decades in the fashion industry where she has worked for Pacific Brands, now owned by US giant Hanesbrands, running underwear labels such as Kolotex and Kayser hosiery, Bonds and now as general manager of its Bras N Things business.
Bras N Things, a 30-plus year old brand with 204 stores across Australia, New Zealand, South Africa and the US, introduces new fashion into its stores every week.
“It is about fashion, colour, seasonality and freshness and our customer loves freshness and it increases the loyalty to our brand,” Ms Hann said.
The first major brand campaign for Bras N Things under Ms Hann’s watch is using the slogan “I Am Many Things”, which she believes taps into a groundswell of women owning their stories.
She said the sales trajectory was continuing through the pandemic. “We have a fabulous business in fashion and what you would call everyday bras,” she said.