WARCOAL’S SEMINAR FEATURING EXPERT LIZ SMITH "THE BRA LADY" AND THE DEBUT OF “BE TEMPTED” LINGERIE
Javits Convention Center, NYC
August 4th
Words, Images - Judith Ecochard
Liz Smith, very impressively we noted…kept the packed audience attentive and scribbling notes during her Warcoal sponsored seminar- on the typical customers that lingerie retailers encounter.
And it's partially Physics and partially Psychology!!!!
The engaging Smith broke it all down to three types of gals a retailer will deal with-and offered practical tips on how to motivate buyer each to buy (yeah) lingerie-and more importantly-meet her needs and be a repeater.
The first type of gal that a lingerie store might greet-Smith dubbed:
NO CONFIDENCE NATALIE
Natalie is a gal that “has never been fitted for a bra.” Smith then advised… “don’t come out with the tape measure right away…but to take her in and simplify the product.”
“Do not overwhelm…but introduce Natalie into customer service by making the experience easy and simple.”
Smith and a lovely actress then role-played a typical exchange.
And true to her word, Smith gently persuaded “Natalie” to try on a few building block wardrobe styles…beginning with the basic support model---and then moving on to two more styles each a bit more feminine/sexy in design…but not over the top.
DESIGNER DEBBIE
The actress that starred in the Designer Debbie role should win an Oscar. She was hysterical.
Smith basically summed up this type of customer with the observation “…she comes in dripping labels.”
We also found highly amusing-Smith’s antidotal conversation about her first encounter with a Designer Debbie:
Designer Debbie: “I paid $5000 for these (implants) so you’re wasting your time.”
Liz Smith: “Your surgeon didn’t nail those onto you nor did he get rid of gravity.”
Okey, dokey!
Basically Smith told the chuckling attendees to get this Glamazon to talk about her lifestyle (herself too-probably an easy thing to do), and to fawn over her and follow-up with telephone calls on what’s new.
“This is a matchy, matchy girl…who is used to caviar and champagne.”
And probably buys each frilly, sexy set in multiple colors for each far flung mega mansion home.
MODERN MADISON
This on trend gal is not ADD necessarily…but is typically glued to her iPod, texting all her BFFs on every step she takes, every move she makes.
Or a bonafide Crackberry.
In fact, Smith observed, Madison “probably got an email from a pal about your store” and is heavily addicted/relies on to Internet blasts and viral marketing for the latest scoops. She also loves group events…and shopping nights.
Smith then emphasized how important it is to separate Madison from her mobile, get her into a dressing room with promises of relaying every incoming hit on her MySpace/Facebook page…and then having her try FOCUS and try on fashion forward sets geared towards her age group.
Madison then proceeded to try on a few ensembles from Warnaco’s brand new “Be Tempted” line...and the bras and panties really looked terrific and appropriate on her.
THE CONCLUSION
Smith summed up the learning session with a recounting of her television appearance on Oprah…where the media guru asked her:
“Why do bras cost so much?”
The answers highlighted the rigorous designer process “that sweats the details and the complex fabrications of bras” that add to the costs. Smith wrapped it up by noting how a bra “is still a great value, a great product for your customers.”