(Filed Under Fashion News). Hanro of Switzerland will be traveling back in time in the New Year to celebrate their 125th Anniversary. In 2009, they will launch the Collection de Luxe "inspired by the forms and cuts of days gone by", which will be available in stores in August 2009.
The Collection de Luxe consists of three different series of loungewear and lingerie: Tulle de Luxe, Seamless de Luxe, and Lace de Luxe, made from cotton, satin, and lace from Calais, France. Shades will include "pale maude and mellow maude", black, and white.
"For our 125th anniversary, we are focusing on basics, traditional styles, archives, as well as the luxury and attention to detail we have always prided ourselves on," Hanro USA's marketing and product coordinator, Lindsey Schneider, said, "There will also be a lot going on in 2009 in terms of events and promotions."
Tulle de Luxe is made from "fine-knit" cotton tulle and leavers lace, and is the "highlight series" of the Collection de Luxe. The company describes it as "cut to fit the female form, lending the wearer a subtle and romantic sex appeal." Seamless de Luxe is inspired by the company's signature Simply Satin collection and is made from a cotton/silk blend "which is wonderful to wear. Like the worldwide top selling Simply Satin Collection, the Seamless de Luxe series is natural and simple." Lace de Luxe is also made of the cotton/silk blend featuring Calais leavers lace, which is "the striking feature of the feminine Lace de Luxe series."
Hanro started getting back into loungewear in Spring 2008 with the launch of the Sienna and Lynn collections. These collections come in shades including black, gray, and nude, and are made from micromodal and elastane fibers.
Hanro's semi-annual Essence of Hanro promotion took place in October 2008, and "was even more successful than in past years," according to Schneider. The incentive program for customers and retailers included a contest for sales associates, when they were rewarded for how much they sold, and extra gifts for customers who purchased certain Hanro items.
"I think the promotion was even more successful this year than in past years because customers are looking for more bank for their buck in this economy. Its a great way to boost sales," Schneider said.
In 2008, Hanro also continued to team up with the charity Family Violence Prevention Fund, to which they donate two percent of all retail sales. The company was able to donate $10,000 in April and October. Schneider believes that their charity work helps to boost sales "because customers know that when they are making a Hanro purchase they are also contributing to a worthy cause."
Hanro also recently revamped their website to make it more user-friendly and colorful. "There are rotating images that refresh every time you look, which makes it much fresher, and we've added a lot more color."
The revamping of the website is part of Hanro's plan to cut costs due to the economy. The company has cut back on the pages of their catalog, and is doing much more over the Internet such as sending line sheets via email and focusing on email blasts. "You'd be surprised how much little things like that cut costs," Schneider said.
Hanro of Switzerland is an international intimate apparel manufacturing company with Hanro USA offices in New Jersey and a showroom in New York City. For more information, call: (732) 440-1661, or email Lindsey Schneider at Lindsey@hanrousa.com.see more
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