With Valentine’s Day just around the corner, lingerie retailers offer their top tips on how to boost sales in store ahead of the main event.
Founder, Theo Paphitis
“As Valentine’s Day is such a key trading time for lingerie, it’s important to capitalise on the opportunity. It’s about knowing your customer, recognising what they want and delivering it. With demand for red and black lingerie increasing over this period, we ensure that we focus our efforts on pushing those relevant products. We also encourage shoppers to invest in all the added extras that make Boux Avenue lingerie sets such great gifts for Valentine’s Day. Our store teams are expert bra fitters and are excellent at offering help and advice for male shoppers looking for the perfect present for their partner.”
Lingerie and hosiery buyer Sopy Sollars
Social media: Don’t underestimate the power of social media. Post your key pieces on Instagram, Pinterest and Twitter. This
will allow consumers to save self-purchase ideas and tag their partners into photos of garments they like as subtle hints.
Online gift guides: Men often struggle to find the right gift for their partner and can get overwhelmed by choice. By creating your own Valentine’s Day edit, you can make shopping for that perfect present much easier and make a real statement on
Windows: Create a Valentine’s destination with your windows by featuring your stand-out pieces. Prints and bodywear pieces work really well to draw the customers in. Don’t forget to advertise your bra fitting service and in-store offers.
Bodywear: If customers are unsure of their partner’s size, play it safe with options like bodywear and nightwear. Babydolls and teddies are much easier to fit.
Add on purchases: Use this time as an opportunity for add-on purchases, such as hosiery and beauty products. Place these near the cashdesk for pick-up purchases with intimate apparel.
Owner Nicola Adams
“About two weeks before Valentine’s Day, I send out an invite to selected customers to attend an evening in Tallulah and choose their partner’s gifts. We offer drinks on the evening and help customers find the perfect gift. My invites are personal as I feel it’s really important to engage with my customers. Social media is a great platform to get new collections and brand awareness out, so one week before Valentine’s Day I introduce new pieces that we have stocked on Facebook, Twitter and Instagram.”
Little Big Bra
Shop owner Karen Forbes
Maximise windows: They have to be eye catching and very product orientated.
Organise your space: Pull all of your Valentine’s Day merchandise forward into the front of the shop so customers don’t have to search to find the perfect gift. Some men feel uncomfortable shopping for lingerie so make it easier for them.
Make a customer wish list: This way you can capture your customer’s sizes/styles so when their partners come into store you can help them choose the perfect gift.
Be on hand to help: Customers, particularly men, may want some extra help, but be careful not to hover over them and make them feel uncomfortable; it’s important to get the balance right.
Promote the big day on social media: Upload images to show people what you have on offer.
Rigby & Peller
Chief lingerie stylist Kelly Dunmore
“As with all lingerie retailers, Valentine’s Day is indeed a key trading time and for us we will continue to focus on our real USP – our service. All of our lingerie stylists are trained for at least three months so they can either assist the customer in ensuring they are ‘the best version of themselves’ or be a on hand to offer advice across size, shape, colour and style for those shopping for others. We encourage those shopping for someone else to keep the giftee at the front of times at all times, so if they don’t know their size, they can select one of our safer silk pieces. It is also important at this time not to forget the power of the packaging. We offer a gift wrapping service and beautiful gift boxes, which can be customised to include smaller lifestyle gifts such as candles or scented soaps.”