Underwear retailer Ann Summers has had to apologise for naming it's latest knicker label after the Egyptian godess Isis – who shares her name with ISIS the Islamic terror organisation.
Lingerie sales have rocketed for Ann Summers following La Senza’s decline into administration last month. The retailer has had to cut its store portfolio by more than half since its announcement.
Ann Summers’ chief executive Jacqueline Gold was this morning forced to apologise after a joke tweet appearing to confirm rumours that the Olympic arena would be re-named the Ann Summers stadium got out of hand.
Rumours were sparked after a story picked up by The Sun and the Daily Mail today asserted West Ham United chairman David Gold, who also owns the lingerie and sex toys retailer, told fans his company is in the running to be a stadium sponsor.
The club is expected to move into the stadium after next year’s Games.
Jacqueline Gold further stoked the gossip flames by tweeting this morning: ‘Good Morning Tweeters :D The Olympic arena may be called Ann Summers stadium - The Sun.’
Gold later added: ‘So rumours are the Olympic Stadium might be called the Ann Summers Stadium. What do the #westham fans think of that or what would u prefer?’
But hours after her first tweet, Gold was forced to correct her gaffe, tweeting an apology: ‘Sorry if I got a few knickers in a twist this morning with rumours of the Olympic Stadium being named Ann Summers.
‘OS naming rights will no doubt go to a world international leading brand... My father never said it. A fan suggested it at a forum, everyone laughed & the papers twisted the story.’
The lingerie retailer will open its first pop up shop within Selfridges’ contemporary lingerie space in time for the department store’s ‘Dead Cool’ Halloween campaign.
Situated on the third floor lingerie department, Ann Summer’s pop up will house a selection of the retailer’s Halloween outfits.
Ann Summers chief executive Jacqueline Gold added: “Selfridges is the world’s greatest department store and I am delighted that we are launching a pop-up shop as part of the store’s Dead Cool campaign.
“The Selfridges lingerie department is an iconic space that I have wanted to associate the brand with for several years and I’m thrilled that it is coming to fruition with such a perfect partnership. We hope that this will be the start of a long term relationship with Selfridges and Ann Summers.”
Selfridges lingerie buying manager Helen Attwood said: “Ann Summers has been on our radar for some time now and bringing the brand into store to help celebrate our Halloween initiative ‘Dead Cool’ was the perfect opportunity to work together.”
The Ann Summers Halloween pop up will be in store from the 19th September 2011 for six weeks.
Ann Summers has joined forces with hit reality TV show The Only Way is Essex (TOWIE) to launch its first television campaign.
The campaign will search for the “sexiest face in the UK”. The final 12 competition entrants will feature in a two minute ad during the final episode of TOWIE in November.
The lingerie retailer believes its brand and the reality show have similar demographics and hopes the ad will encourage viewers to reappraise the company following its recent rebrand.
The eventual winner of the competition will appear in the retailer’s 2012 campaign.
Ann Summers is set to sell clubwear in its stores after a 300 per cent jump in sales in the category from its party plan and web channel. The new line will hit stores at the end of August.
Chief executive Jacqueline Gold said that it is a “big opportunity” and one that she intends to expand on. Gold also said that “customers are already wearing our underwear as clubwear so it's a straightforward move.”
The infamous lingerie and sex toy specialist revamped its clubwear offer in July, taking more influence from pop culture. The clubwear fashion items include slash-necked dresses, scarlet jumpsuits, animal print hooded body suits and a one-shouldered purple dress.
Gold's younger sister Vanessa said the recent sales jump demonstrated the power of Ann Summers' edgier offerings.
This refresh is part of the retailer’s strategy to draw more influence from pop-culture and the latest fashion trends.
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