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Lingerie label Princesse tam.tam launches flower bouquet collaboration with Bergamotte
After a collaboration with Lisa Gachet, the French blogger behind the Make My Lemonade site, another with designer Yazbukey, and the initiatives with Comptoir des Cotonniers and Uniqlo (both brands are owned by the Fast Retailing group, to which Princesse tam.tam also belongs), French lingerie label Princesse tam.tam innovates again, by joining forces with flower delivery website Bergamotte.
The offshoot of the collaboration is a flower bouquet called 'Mexico', like Princesse tam.tam's Spring/Summer 2018 lingerie collection. The bouquet, available in two sizes priced at €39.90 or €75.90, is made up of roses, thistles and chrysanthemums and was conceived as a tribute to Mexican artist Frida Kahlo.
The operation slots in perfectly with St Valentine's Day on 14th February, and gives Princesse tam.tam the chance to differentiate itself from lingerie labels who are setting up more conventional collaborations, whether with ready-to-wear labels, with hosiery brands or, like Fleur du Mal with Kilian, with beauty brands.
Thanks to the flower bouquet, Princesse tam.tam’s lingerie collections are extending their reach into the lifestyle sphere, linking up with other 'hedonistic' products.
The bouquet will only be available on Bergamotte's website, and to make the flower delivery website memorable with Princesse tam.tam customers, 300 flower arrangements in the bouquet's colours will be displayed in the French lingerie label's shop windows. The initiative will also be promoted via a newsletter to the brand's aficionados and online, with posts on the two partners' social media accounts.
In the first quarter of the 2018 financial year, Princesse tam.tam, which has been led by Nancy Pedot since 2013, recorded losses on par with those of the previous year. This however didn't deter Fast Retailing from forecasting a net income of JPY120 billion (+0.6% compared to last year).
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