PENNSAUKEN, N.J.—To assist its retail buyers with product selection for the fourth quarter of the year, Williams Trading Co. is offering customers a free Fall 2014 Merchandising Pre-Order Guide. Available in digital and print versions, it showcases exceptional retail display offers.
Williams also is suggesting that retailers dedicate adequate space for the explosive bondage category this fall to be ready for an expected rise in mainstream consumer shopping, both in brick-and-mortar and e-commerce channels.
During the initial release of the Fifty Shades of Grey trilogy, the bondage category increased within the adult channel. More than 100 million copies of the Fifty Shades series have been sold in the United States. According to USA Today, the first book in the series, Fifty Shades of Grey, became the fastest-selling paperback book ever, surpassing J.K. Rowling's Harry Potter series.
More than 100 million people have viewed the Fifty Shades of Grey movie trailer. With the pending release of the movie in February, more consumers are being exposed to the Fifty Shades phenomenon than ever before. This presents a unique opportunity for retailers to attract mainstream consumers with eye-catching in-store merchandising and dedicated floor space for this product category.
Williams is anticipating an early selling season with increased mainstream consumer shopping during the traditional holiday selling period until the release of the movie.
“We want our customers to maximize their Q4 sales so we are providing a simple top-seller mix of products with in-store merchandising support and category training,” said Scott D., director of sales and marketing at Williams Trading. “As part of our merchandising mix, we are offering pre-orders on the Official Fifty Shades of Grey Pleasure Collection in two pre-pack displays since this line is becoming one of the best-known and most recognized erotic brand in the world.” Lovehoney's official collection offers high-quality yet affordable sex toys and bondage items developed and approved by author E L James. The pre-packs offer free testers with each display and occupy a small footprint for maximum return on investment.
Pipedream Products offers a comprehensive Fetish Fantasy wall display program with planograms. These high-end displays feature more than 60 of the line’s best sellers, distinctive signage and a complimentary 10-inch LCD digital video player with a looping Fetish Fantasy commercial. “The Fetish Fantasy wall display with monitor is a must have for Q4—the entire package and POS is a show-stopper!” said Erin V, vendor liaison for Williams.
Sportsheets is launching a luxury Edge product line and its Sportsheets Plus collection. Additionally, Sportsheets offers a planogram and pre-order program for the Sex & Mischief product line. “We are especially excited to promote the new Sportsheets Plus product line,” said Rich Pyne, vice president of e-commerce sales. “This new line is the first-ever product line of plus-size bondage and bedroom accessories developed by women for women. Sportsheets Plus includes sexual positioning tools and strap-ons created to enhance pleasure for women sizes 12 to 30. In conjunction with this launch, Williams Trading Co. is offering a free DVD, “Endless Shades of Grey”, for each $100 wholesale order placed.
To view Williams' Fall 2014 Merchandising Pre-Order Guide, click here. Contact a Williams Trading Co. sales representative at (800) 423-8587.
