Vanity Fair to Become Bestform Lingerie
If you’re a UK Vanity Fair fan, you’ll want to pay attention! Vanity Fair is going to begin a rebranding effort in May, to be completed in time for the Autumn/Winter 2010 collection. The name will be changed to Bestform Lingerie, after the brand’s French sister brand. Marketing Services Manager Karen Crawford said,
“The decision came about as there is so much synergy between Bestform Lingerie and the UK market, particularly in terms of sizing with Bestform Lingerie in France being a fuller cup brand. The rebranding will enable us to utilise the experience and creative flair of our French designers to offer an alluring collection of coordinated lingerie in a B to J cup.”
There will be a phase-in period, but all stock will be repackaged to display the new brand name by May 1.
February 28, 2010 by Kelly
Filed under Bestform, Lingerie News, Vanity Fair
