The plan is to have its first stand alone UK store open by 2005 but will also be available through department stores. Palmers brand is 91 years old and makes products in both male and female categories. Men’s include bathrobes, Pyjamas and boxer shorts. The female offering is a full range of women’s bras and knickers which feature in both the functional and luxury market.
In addition Palmers have a range of socks and hosiery which includes items such as vitamin A, B and C releasing stockings. I am not to sure if you can specify which vitamins you would like but for a busy girl like myself that would be a huge asset.
The brand is currently available across eastern and central Europe and on the Arabian Peninsula. The reputation for using sexy underwear in their advertising came from an outdoor campaign in Vienna which appeared overnight.
Claudia Lock-Fuerst says she is confident that the ad strategy will be well received in the UK. I guess time will tell…
