Trashy Lingerie's Own Secret

Trashy Lingerie wants to show Victoria's Secret a thing or two about selling on the Web when it launches its first DM campaign this spring.

The 25-year-old Hollywood, CA, company will be the first commercial customer to use sellONstream technology when it distributes 10,000 25-minute movies featuring models in various outfits to prospective new customers. With this campaign, which is set to launch in late April or early May, Trashy Lingerie is looking to promote its new e-commerce site ( and add more names to its database.

This also marks the first-ever marketing campaign for the company. In the past, it has relied solely on word of mouth to promote its one retail location.

“We are going to be handing out the CDs somewhere in a public arena,” said Mary Loomis, director of operations at

The piece will be a CD-ROM containing a mini-movie, “Trashy Lingerie's Hollywood House Party 1999,” featuring models wearing lingerie, police outfits and doctor and nurse uniforms. Designed by ImaginOn, San Carlos, CA, the CD — which includes the video engine, browser and branding message — will link directly to the retailer's Web site.

“Without a significant number of bandwidth users on the Internet, this is the best way to deliver real television-like commercials to people on the Web,” said David Schwartz, president/CEO of ImaginOn.

While watching the movie, consumers can click on the “Shop Online” button and be linked directly to the buy page on the Web site. Of Trashy's 8,000-piece product line, it will offer 50 on the CD-ROM.

“This is kind of like an electronic catalog, but it is live and seamlessly integrated,” Schwartz said, adding that movies can be made to last up to 60 minutes.

Loomis said the design of the piece will allow it to be seen by a number of people beyond those who initially receive it.

“If people like it, they are going to tell their friends about it and then pass it along to them,” she said. “Hopefully, it is going to create a good word of mouth and start a buzz.”

Trashy Lingerie only started taking part in e-commerce three months ago, but Loomis said business generated from the Web has doubled each month, though she would not disclose any revenue numbers.

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