Bali brings out discount lingerie line

Cardona, Mercedes M.
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, p20
Trade Publication
This article reports on the launch of Bali Corp.'s Lovable line of women's underwear in the U.S. in February 2000. Lovable will arrive in mass merchants, including Kmart Corp. and Wal-Mart Stores, backed by advertising from Henderson Tyner Art Co. The campaign will include print, radio and interactive advertisement, as well as a new Web site. The new line brings a fun, funky, sexy attitude to lingerie sold in mass-market retailers, said Jim Williams, director of mass marketing at Bali. The company bought the rights to the name last year from Lovable Co., a manufacturer shuttered due to bankruptcy. The Lovable line includes bras and panties in fashion colors and designs. Items are price from $3.99 to $7.99. Bali plans to extend the line with sleepwear and loungewear in the fall and hosiery for spring 20001, Williams said.


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