Innovation, Fashion Steal the Show at ILS

Apr 10, 2013 7:00 PM PST

LAS VEGAS – As the International Lingerie Show drew to a close, attendees walked away with purchases of trend-setting lingerie styles and pleasure products, as well as eye-opening knowledge of the market and its offerings.

Distributor booths made the most of the show’s reach to host product demos and present their latest marketing tools for retailers. Honey’s Place used ILS to showcase the latest innovations implemented to its e-commerce platform solution, BuildTheStore.com. “

We changed the look and feel, and designed it to be even more user-friendly,” Honey’s Place Owner/CEO Bonnie Feingold said. “We’ve added more templates that promote customization of images and product descriptions. Honey’s Place handles all of the backend, from fraud prevention and tax information to shipping – our aim is to allow the user to spend their time marketing.”

According to Feingold, all of the functions that were initially introduced when Build The Store debuted in September have been streamlined and the feedback has been “amazing.” Honey’s Place team opened an entire new department to offer support to Build The Store users.

Brimming with reps from its many vendors, the Eldorado booth hosted a packed schedule of product demos each day of the show. Among the show’s most talked about debuts was Eldorado’s introduction of the self-lubricating Cascade vibe.

“The inspiration behind Cascade came from shavers that feature moisturizer dispensers,” said Sam Watts, Cascade’s representative. “This is our first trade show showcasing the Cascade with product available for ordering.”

The lube that the Cascade dispenses comes from water-based, FDA-approved lube cartridges that are specially designed for the massager.

“We chose Eldorado as our exclusive U.S. distributor because of their constant engagement with customers,” Watts said. “Every time we introduce a new shape or product development we know that we can count on Eldorado to give the product life.”

The ILS mobile app was also updated with new functions, including a built in QR code scanner and the ability for exhibitors to showcase product through high-res images.

“It’s evolving from show to show,” said Chad Timney, the app’s creator. “We receive feedback from exhibitors and apply that feedback to make changes.”

Vibratex, which first introduced the Hitachi Magic Wand to the adult industry 17 years ago, used the show to announce a rebrand of the iconic device.

“It could be said that we saved the Hitachi Magic Wand,” Vibratex co-owner Shay Martin said. “Hitachi was thinking about pulling it out of adult in order to maintain its image and branding but they’re allowing us to continue with the Magic Wand name, but we’ve removed the Hitachi name. With the rebranding, we’ve modernized the look of the packaging but kept everything the same. It’s an evolution that’s helped us established a stronger relationship with Hitachi.”

According to Martin, the updated design features improved componentry that has corrected the wand’s weaknesses, as well as made it more distinguishable against counterfeits.

Standard Innovation CEO Danny Oscada attended ILS to meet with its channel partners.

“We place a lot of importance on building relationships,” Oscada said. “We take advantage of ILS or any other show to gain insight and discuss feedback from retailers that we can incorporate into our designs and marketing.”

Coquette showed off new collections that offered lingerie that ranged from sexy to conservative as well as new styles that serve as outerwear. With bright colors in the company’s Spring/Summer collection, Erin Sue who handles marketing and communications for Coquette, declared “Fuschia and purple are the new red.”

“The show’s been fantastic and we were very busy, always,” Sue said. “We’re excited to show off our new collections. Though it depends on the customer, our most popular releases were Darque because it can be marketed and outwear and intimate wear – the collection is extremely versatile and fashion-forward. What defines us is that Coquette offers lingerie for every woman to feel empowered and beautiful.”

Tuesday evening, Williams Trading invited its loyal vendors and customers to celebrate Bob Cichetti’s 33rd anniversary with the company.

“It feels like it was only yesterday that I started working for Williams Trading,” Cichetti said. “I still have a lot of fun doing what I do. Williams Trading’s 40th anniversary is next year and so I’ve been with the company almost from the start. Bob Pyne and his family are the greatest to work for.”

According to Cichetti a lot has changed in the industry since he started.

“Thirty-three years ago this industry wasn’t as out in the open as it is today,” he said. “It’s easier to do business now. Also, after 33 years I see my relationships with people in the industry as not just our customers, they’re friends.”

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