Bra Scrap Scheme Boost to Lingerie Sales

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The Amsterdam based lingerie boutique Je m' Appelle Nikki has introduced the bra scrap scheme this week. The campaign is a witty clone of the car scrappage scheme, which was recently launched in the UK and The Netherlands.

This recession is not only harming the car industry, it is painful to the fashion and lingerie sector as well. But this witty campaign that refers to the car scrap scheme in a lighthearted way, has surprising earned attention and increased our sales. Most important, we can send the returned bra's to a good cause.

The Amsterdam based lingerie boutique Je m' Appelle Nikki has introduced the bra scrap scheme this week. The campaign is a witty clone of the car scrappage scheme, which was recently launched in the UK and The Netherlands.

Women that return their old bra to fashion boutique Je m' Appelle Nikki can collect a € 7,50 discount when buying a new bra. The bra scrap scheme is applicable for the whole trendy collection of the boutique, which includes brands like Aubade, La Perla and Simone Pérèle.

Founder Nikki Crouwel says about the campaign: "This recession is not only harming the car industry, it is painful to the fashion and lingerie sector as well. But this witty campaign that refers to the car scrap scheme in a lighthearted way, has surprising earned attention and increased our sales. Most important, we can send the returned bra's to a good cause."

About Je m' Appelle Nikki & Je m' Appelle Iggy
Nikki Crouwel founded women's lingerie and fashion boutique Je m' Appelle Nikki at the Rijnstraat 25 in Amsterdam The Netherlands. This trendy boutique offers 10 lingerie brands, like i.e. Aubade, La Perle, Simone Pérèle, Lejaby, Valisere and Zeki. In 2008 Nikki also started men's underwear boutique Je m' Appelle Iggy. The men's division offers 15 brands, like D&G, Hom, Bikkembergs, Cavalli, Diesel, Borg and Muchachomalo.

More information can be found at: http://www.jemappellenikki.com, http://www.jemappelleiggy.com, http://jemappellenikki.hyves.nl and http://twitter.com/jemappellenikki

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Igor Beuker
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