Pretty Polly launches a range of thongs next month with packaging designed by Green Room Retail, as the lingerie manufacturer moves to capitalise on the strength of the sector and target a younger consumer.
The company says research has identified thongs as a growth sector within the lingerie market, with a 31 per cent increase in sales from 2000 to 2001 and a total market value of £57m. According to Pretty Polly marketing manager Claire Parker, the trend for ‘casual dressing’ will continue to drive growth within the sector.
‘Women are wearing trousers a lot more, both to work and casually, and we have recognised a gap for a colourful thong to appeal to the younger, 18 to 22-yearold market,’ Parker comments.
The consultancy was briefed to deliver ‘handbag-size’ packaging to appeal to a young market likely to buy the item on impulse, she adds.
Green Room Retail managing director Richard Ash says the consultancy created the clear tubular packaging to reveal the product’s colour and a range of counter-top merchandising units, ‘ideal for impulse purchase at till points’.
‘The concept enables lingerie to be sold adjacent to the till, rather than on hangers. It’s also space-conscious, eye-catching and portable,’ says Ash.
The consultancy, which created the visual identity, photography and point-of-sale material, in addition to the merchandising units and packaging, was appointed to the project in April this year on the strength of previous work for Pretty Polly. Ash and creative director John Penton led the project creatively.
The six-colour range will be available from high-street fashion retailers and department stores in early November.