(Filed Under wholesale Lingerie News). Amy Berliner, COO of Biatta Intimates, is pumped for the launch of lingerie brand's iPhone gaming applications in January 2010. “I’ve been developing [the applications] over the past six months, and I just can’t wait for January,” she commented.
“Before I designed it, I thought: what is that thing that will create really nice promotions for the stores, as well as generate Biatta awareness and encourage consumers to interact with us in a technical way? The iPhone applications certainly will.”
Included is an application for the junior market as well as one for consumers aged 18 and up, with both designed as simulated life avatar games. Perks will include opportunities to win free products at stores and through Biatta’s website, as well as the ability to purchase products through the iPhone. Additionally, players will receive alerts on Biatta events and news. The company will offer a free version for each, as well as versions with more features for 99 cents.
Berliner reported that the applications will allow the company to drive traffic to its website, as well as to its retail customers. “One feature of the applications will be that players will receive a virtual bar-code that they can use to get discounts on Biatta products at any of our department store partners.
“I will also use the application to promote a local specialty retailer for a month, including giving players GPS-directions to the store. The stores will love this because my incentive is to drive traffic into their stores, which should increase their sales and profit margins.”
She added that the applications will constantly change with new promotions, events and discounts, which will keep them fresh for consumers. “This will be on-going so it will never get dull for the players. It is also very 'now'; people are constantly playing with their phone these days, and through doing so they can now see what’s great in fashion while playing an entertaining game.”
In other news, in early November Biatta promoted its B Sexy line on the runway at Rock Fashion Week in Los Angeles and Miami in conjunction with GenArt. The B Sexy line encompasses the more revealing styles across the brand’s intimates, junior and plus lines. Biatta's lines retail for approximately $7 to $28, and include bras, panties, bustiers and babydolls, among other styles, in a variety of vibrant “fashion” colors and prints. The company full range of sizes is S through 3XL, and 32A through 40DD.
Biatta is based in Los Angeles, Calif. For further information, e-mail Amy@Biatta.com.
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