PHOENIX - PHS International, a distributor of rainbow pride merchandise, premiered its brand-in-bulk concept at the Las Vegas International Lingerie Show in April.
The company's "BrandWagon" campaign highlights the BDSM-inspired PLAY!, M2M, and Fresh collections and the corresponding display designs.
According to Vice President Chuck Harnish, the concept is based on getting rid of traditional sales techniques and encouraging retailers to stop selling items one at a time.
"Branded products increase add-on and impulse sales," he said. "Matching products and packaging displays as a group make the items stand out from the rest, so the shopping experience is heightened, and so are sales."
The company's display booth at ILS exhibited how stores should display and merchandise each product line. It also featured solutions for spinner, wall, and tabletop displays.
"We wanted everyone to not only learn about our products, but also understand our vision for merchandising and branding them," said Michael Merrill, PHS' sales and marketing manager. "In the current retail market, branding and presentation are more important than ever, and we wanted to show buyers exactly what PHS is all about."
During the ILS fashion show, PHS further visualized its merchandising concepts. Three models towed red wagons filled with more than $1,500 worth of PHS products down the catwalk to the tune of Dixie Chicks' "Sin Wagon," driving home the "BrandWagon" idea.
Bob Schank and Jay Ullon of the retail chain Bliss Avenue won the raffle PHS hosted and took home one of the wagons.
"We are extremely excited to be the winners of the wagon," Ullon said. "We're going to have [PHS] ship it directly to one of our stores. If it goes to our offices, everything will disappear into desk drawers, and nothing will get accomplished for weeks!"
For more information about PHS International, call Michael Merrill at 800-736-8919, ext. 260, or send email to [email protected].
For more information about the PHS collections, visit XOXPlay.com, M2MLife.com, and AreYouFresh.com.
