A life in movement Blogging by LYCRA®

Posted on 13 Apr 2017

Living window displays win LYCRA® brand sponsored award for German retailers

German lingerie store Kurvenreich won one of two LYCRA® brand creative window display awards at the Sous Magazine Sterne der Wäsche [Lingerie Stars] event last month with its unique display of three “living” windows using live models instead of mannequins. Kurvenreich, located in Schwäbisch Gmünd near Stuttgart, dedicated one full window to the new athleisure apparel segment—a crossover category that encompasses sportswear, yogawear and underwear.

Living window displays win LYCRA® brand sponsored award for German retailers

Nearly 100 intimate apparel and swimwear retailers across Germany — from small independent specialty shops to major stores — participated in the window display contest for the Autumn/Winter season 2016. The LYCRA® brand sponsored two awards (one for specialty stores and the other for larger lingerie departments) within the contest, and they were presented at the annual gala on March 5th, 2017 in Munich. One of the criteria for the awards was to clearly communicate the unique benefits that LYCRA® fiber adds to intimate apparel.

Living window displays win LYCRA® brand sponsored award for German retailers

 

A larger retailer TC Buckenmaier, located in Crailsheim between Nuremberg and Stuttgart, won the LYCRA® brand award in the category for larger lingerie departments. Its display had an amazing layout with special wallpaper bought explicitly for this event that amplified the theme of the contest, “With LYCRA®, you have a winning hand.” The retailer even enlarged a customized queen of hearts playing card and used its own shapewear garment as the heroic queen.

The German window display contest’s 2017 summer edition is starting on April 24th so look out for some creative swimwear displays – either in-person in Germany, or on our dedicated Pinterest board.

To find out which brands sell intimates made with LYCRA® fiber, to comfortably hug your curves for a more flawless fit and smoother silhouette no matter what you wear, visit https://www.lycra.com/en/Women/Womens-Intimates.

LYCRA® is a trademark of INVISTA.