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Softer than silk: Wolford’s Pure 10 tights feature glued instead of stitched seams |
Austrian legwear specialist Wolford has installed a pop-up store at Frankfurt Airport to showcase its newest tights collection.
Running from 8 October until 30 November, the pop-up is located in Terminal 1 and is open daily from 6am to 9pm. The installation features the brand’s current campaign visuals, photographed by Mario Testino.
The pop-up will focus heavily on promoting Wolford’s Pure 50 and new Pure 10 tights, said to be the world’s first bonded tights. The Pure 10 tights, revealed at last week’s TFWA World Exhibition, have been developed from the Pure 50 and feature an innovative bonding technique. Described as “softer than silk”, the tights are said to be like a second skin for the wearer.
Pure 10 tights will be available in the travel retail channel from November.
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Watch this space: Wolford said it hopes to develop the pop-up store concept further |
Speaking to The Moodie Report in Cannes, Wolford International Wholesale & Travel Retail Specialist Kerstin Scholl said that the brand is hoping to grow the pop-up concept further and is pleased with initial results from the installation at Frankfurt.
She added that customers at the TFWA World Exhibition were “very happy” with Wolford’s new fixtures and multi-category display towers dedicated to travel retail. While Germany is the biggest market for Wolford’s duty free and travel retail business, the brand plans to strengthen its presence further in Europe, noted Scholl.
The brand also revealed in Cannes that it will be launching a promotional kit on 1 November with Heinemann. Available in 13 locations, the kit will comprise Pure 50 and 10 tights and a wash bag.
For more information, please contact Wolford Marketing Manager Tanja Bufé at: tanja.bufe@wolford.com.
