NEW RETAIL CONCEPTS FOR TWEENS & WORKING WOMEN ROLLING OUT ACROSS CANADA
By Adnews Staff
Lingerie retailer La Senza Inc. of Dorval, Quebec is rolling out its new retail concept for girls 8-to-14 years of age across Canada. La Senza Girl is a fashion chain devoted exclusively to "tween-age" girls. The company piloted the idea for the new boutiques last Christmas by introducing La Senza Girl "zones" in twelve of its La Senza locations, Karine Wascher, vice-president of marketing for La Senza and La Senza Girl, told Adnews. Following the success of the zones, the retailer decided to expand La Senza Girl into a national network of stores. By the end of August 1999, as students begin heading back to classes, there will be 11 La Senza Girl boutiques open for business. Seven more locations are set to open across the country before the end of the year. The new concept is being promoted using in-store promotions, media relations, on the retailer's website and through a new La Senza Girl loyalty program offering discounts on purchases. La Senza Girl is a division of Suzy Shier Ltd. La Senza operates at over 180 locations across Canada. Public relations for La Senza Girl are being handled by Strategic Objectives of Toronto.
Another independent retail division of Suzy Shier is making its debut. Based in Dorval, Quebec, anne.x is a new fashion chain of stores that target working woman aged 20-to-40 years. The new chain offers a selection of career, casual and evening wear. Fourteen locations have opened across Canada in Montreal, Calgary, Edmonton, Vancouver, Moncton and Toronto. To promote the new chain, anne.x is running an advertising campaign which includes transit and print advertising in fashion magazines such as Flare and Elle. Advertising for anne.x is handled in-house with media placement done by Media Experts of Montreal. PR for anne.x is handled by National Public Relations of Toronto.