“The Art of Fitting,” the first web-video in a series narrated by Phoebe “the fIT girl” @ Dillard’s debuts on Facebook and YouTube. Phoebe, an animated icon for Dillard’s Intimate Apparel, takes the viewer into the fitting room to watch a bra fitting in progress.
The video stresses the importance of getting a professional “bra makeover” at least once a year.
“Lingerie is a woman’s most personal purchase and we are driven by the philosophy that fitting a woman in a proper fitting bra wardrobe can change her life for the better,” says Sandra Palacio, director of Lingerie for Dillard’s.
Phoebe, who was created as Sandra’s alter-ego, encourages women to visit Dillard’s for a fit session with a certified bra fit specialist.
“The ‘do-it-yourself’ method of bra-fitting is a popular fad on the Internet lately. However, we believe that women need the experience of a certified fit specialist to get an accurate measurement,” Dillard’s divisional merchandising manager of Lingerie Mike Freville added.
“The Art of Fitting” is one of several places customers can see and interact with Phoebe. Phoebe “the fIT girl” @ Dillard’s has her own Facebook page and can also be accessed through the Dillard’s fan page on Facebook.
Phoebe writes a weekly blog where she discusses various fit solutions. She also fields questions from fans and updates her favorite things monthly, calling them “Phoebe’s Picks.”
“Phoebe’s Picks” will also be highlighted in Dillard’s stores through signage and plans to add her picks to dillards.com in the near future are underway.
Phoebe “the fIT girl” will be seen in future media campaigns from direct-mail, in-store signage and Internet channels.
“Phoebe will be very busy in the coming months,” says Catherine Longbotham, marketing director for Intimate Apparel at Dillard’s and Phoebe’s creator.
“We are currently working on additional episodes of the web-vid series. Our goal is to touch on those questions that women may feel too embarrassed to ask or may otherwise feel they are the only one with a certain issue.”
Dillard’s, Inc. is a leading fashion apparel, cosmetics and home furnishings retailer with annual revenues exceeding $6.2 billion, according to the company.
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