Gloves off in lingerie stoush

NATIONAL: The underwear wars have begun.

Listed Group Gazal has taken aim at the competitive undergarment category by relaunching its Davenport brand to go head to head with rival Pacific Brand's own mass market line Bonds.

Traditionally known for its range of boxer shorts, the Davenport brand will re-enter the marketplace next month boasting a new women's line as well as expanded menswear and basics collections.
The move follows the brand's launch into women's sleepwear last year.

Davenport COO Craig Barnett said while there were several other brands operating in the same market - such as Bonds, Mossimo, Mitch Dowd and Hey Sister - Davenport had a clear point of difference.

"Bonds has had a strong hold on the Australian underwear market and Davenport will meet the increasing demand for variety by offering consumers more choices. There are many brands in the market that focus on comfort and style but Davenport offers more than that."

Barnett said while the new-look brand would continue to attract the same customers, it was hoped the re-jig would help attract more "free spirited" consumers to the range.

The new ranges had been designed with a more youthful, modern customer in mind, he said.
"The brand is dynamic and bold and shows a shift from traditional approaches to both product and branding. The expanded product collection will however open up the consumer base by offering more shapes and styles to attract a wider market - with more choices for the younger consumer."

The relaunch will be supported by a $3 million marketing campaign. The new advertisements, which will roll out across television, public relations, viral, radio promotions and instore merchandising on August 20, will feature 20 models having a massive pie fight in their underwear. Stunts include a "cream your pants" radio promotion and a hosted "undie-fest" collaboration with radio station Nova in Queensland.

Department store Myer has backed the relaunch with concept areas being rolled out across the country and installations appearing in eight of Myer's Lonsdale Street site windows.

Barnett said the new women's indent collection of underwear, lingerie and sleepwear can be mixed and matched and would be supported by an ongoing basics collection dubbed 'UnderDav's'. Made from soft prima cotton, stretch lycra and satin and priced from $7.95 to $44.95, the range will be available in bra sizes 10 to 16 with selected styles available in DD to E cups. Briefs will be available in sizes extra small to extra large.
Confirmed stockists include Myer, David Jones, Bras 'N' Things and selected boutiques.

By Tracey McEldowney