21 years ofexcellence
Thunderstorms were rife iri New York as preparations for The Best of Intima Awards were well underway. But nothing would stand in the way of this unstoppable event which again saw a full house at Tribeca 360 on Sunday August 4th as a startling rainbow graced the skies. The excitement was electric, the expectations rampant as guests convened to partake in what is the highlight industry event of the year: the best intimate apparel stores of North America gathered in a celebratory evening for all, and recognition on the part oftheJ°ury brands of exceptional accomplishments.
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BEST LUXURY STORE
ALLURE INTIMATE APPAREL
Allure Redefines Luxury
Entering its 22nd year, Allure intimate Apparel now counts 6 upscale stores, two in each of the Milwaukee, Minneapolis and Dallas area communities. All of them are considered "one of a kind" but they definitely share what sets Allure apart: excellence under every aspect, truly impeccable bra fitting, and a range of product making it impossible to leave empty handed. Considering themselves an integral part of their communities they have been luxury pioneers from the outset.
Can you tell us about your product range?
Allure's product offering closely m,irrorsthat of many other privately-owned boutiques across the United States, including bras, panties, lingerie, sleepwear, swimwear, and lounge apparel. What truly sets us apart, howeve1; is the dynam,ic interaction between our customers and the enthusiasm of ourfitters. The blend of customer satisfaction and team energy is both powerful and challenging, and our Corporate Office excels in supporting and facilitating this process.
What is your price range?
Let me emphasize the importance of quality over price. As my great-grandfather wisely said, "I can't afford to not buy quality," and I stand by this principle. .ifwe focused solely on price, we would have ceased to exist long ago. At Allure, our guiding philosophy is "quality of product and quality of people. " This includes both our customers and our employees.
What major advertising and marketing strategies do you use?
We utilize the standard marketing channels including social media, print, radio, and more. While we have a comprehensive marketing strategy in place, we often employ ?J;nconventional approaches that may not align with traditional methods. Thisflexibility, adaptability, and ability to
pivot quickly have proven highly effective for us. Additionally, we generally avoid long-term agreements, allowing us to remain agile in our marketing efforts.
What do you feel is/are your greatest accomplishment/s?
Resilience and survival. Hands down. Growing throughout the last several decades in what everyone knows was an extraordinarily difficult time. I'm laughing as I write this thinking about how strong this team is. Try telling them they can't do something.
What advice would you give to any store owner planning to increase their offer of luxury lingerie?
I can't imagine selling anything but lu:xury. While price points may vary, offer items that you believe in by people you trust. Your customers will feel that.
Where do you keep the prize?
The prizes have been typically kept at our WI stores since our corporate office is there as well.
What does the Awards event mean to you and what is the significance of winning the award?
Getting recognized is always appreciated. It's also a great time for everyone who attends, win or "lose, " to stop and reflect on all the talent and unique people around you. It's a special group and I'm thankful to be involved with this experience. It's very significant.
