Australian lingerie exporter AB Enterprises has altered the way it shows its collections to international accounts during the COVID-19 pandemic.
The business, which is behind Dita Von Teese lingerie, has taken its showings online and will send its international accounts a video lookbook that features an introduction from Dita Von Teese herself.
The video is set to be sent to international retailers such as Bloomingdales, Nordstrom and Selfridges.
AB Enterprises MD Helen Anderson said that the business opted for a video look book to come as close to a live presentation as possible.
"COVID-19 has had a significant impact on Australian exporters who would normally be preparing to travel overseas to sell in our collections.
"We’ve had to be innovative and come up with new ways to show the collections to our international customers that gives them the best possible experience outside of a live presentation.
"We’ve had terrific feedback already from customers," she said.
The business, which also owned the underwear brand The Knicker, has also increased its advertising in Australia, taking out TV ads for the first time.
"There’s been an even greater focus on comfort over the past months and I believe our brand promise, as well as new styles and sizes, have really resonated with customers," Anderson said.
"We’ve also branched into television for the first time with a series of commercials on the Nine Network in Victoria which has been very successful and seen our sales double in the initial weeks of the ad running.
"We’re now looking to extend this to other markets," she said.