MELBOURNE: Antz Pantz is stepping up its department store presence, with its first foray into Myer stores nationally this month.
The 15-year-old underwear brand has previously been stocked in value department stores such as Kmart.
Key to the change will be the new spring/summer 2010 marketing campaign, fronted by brand ambassador Erin McNaught. Posters featuring the Antz Pantz signature stripe background will appear in Myer stores alongside the product. It is McNaught's second season modeling for the label.
The brand is pitched at females aged 18 to 25 years old, with briefs retailing at around $9 and bras at around $15. Fashion colours and prints are key to the look.
A launch event for consumers will be held on Saturday October 9 at the Myer Chadstone store in Melbourne. McNaught and ten dancers will model designs from the new season's collection.
A two hour 'Antz Activity' session will be held on a stage in the shopping centre outside Myer. Makeovers and photos with McNaught will be part of the action.
Previous brand ambassadors for Antz Pantz include Tony Bird, who appeared in the 'Sick 'em Rex' television commercial, and international names Nicky Hilton and Kimberley Stewart.