Sugar Candy Releases Retailer Videos
“[Sugar Candy] definitely increased our sales average…we implemented this product in store in January and it’s now the beginning of May and we’ve sold 300 of this product in various sizes.” Debra Kinney, Debras.
If a picture is worth a thousand words, what is the value of a video? Cake Lingerie is set to measure its worth with the release of new case study videos that showcase retailers and their success with the newly launched Sugar Candy line of bras. The case studies feature Australian-based retailers, Debra Kinney owner of DeBras in Sydney and Esther Labi, owner of Storm in a D Cup in Sydney.
This is the first time the company is offering a non-maternity and nursing bra style through a new identity and these videos will help market the new line. “Some retailers have achieved phenomenal success with Sugar Candy,” says Keith Hyams, director of Cake Lingerie. “When investigating further it became apparent that there was a common theme to the stores who were selling hundreds of these bras a month. We immediately acted to harness those key messages and methodology into a tool that all retailers could engage and associate with.”
The company feels that videos will draw more attention in this busy, fast-paced market. “Static images are not enough anymore,” says Raimonda Raizyte, sales and marketing manager for Cake Lingerie. “Video content is great way to engage with the consumer, create a curiosity and communicate messages effectively. When done correctly videos are a great tool—the goal is to keep them on point, short and punchy.”
In the videos, retailers share their experience with Sugar Candy bras and the praise their customers have given the line. Kinney states that she has done repeat business with the Sugar Candy line and often sells more than one bra per customer. She has sold 300 Sugar Candy bras in a period of five months.
See Sugar Candy in person at CURVENEWYORK, stand #306.
“90% percent of the customers who try [Sugar Candy] will buy it.” – Esther Labi, Storm in A D Cup.
The retailers also talk about the benefits of the shape, style and structure of the bra. “It allows for really full busted women to wear something without the underwire but still get the support that they need,” Scarlet O’Toole, head fitter at Storm in a D Cup says in the video. “A lot of non-underwire bras tend to send you East/West, whereas the sling will push you forward.”
“Sugar Candy, I really felt was a really great comfortable bra that when they get home from work they can pop it on,” says Kinney. “When you don’t want to put that structure on, you want to lay on the lounge, watch a movie, you want to do the ironing, you want to go to bed, but you need support because you’ve actually got such a full bust.”
The bra is not just meant for lounging in — Labi sold one to a mother looking for the right bra to wear under her dress at her daughter’s wedding. “It’s very versatile to wear under any sort of outfit,” says O’Toole. She adds that the bra’s v-shaped neckline and high-density fabric help make it more wearable with all styles of clothing.