P-O-P Touts Gore's 'Guaranteed to Keep You Dry' Apparel Line

A fall blitz of P-O-P, print and broadcast advertising by the consumer fabric division of W.L. Gore & Associates Inc. is designed to "clearly define the difference in the mind of the public" between Gore's Windstopper, Gore-Tex and new PacLite products and competitors' waterproof, breathable fabrics, according to Ellen Moore, a market development representative for the Elkton, Md.-based outdoor apparel and footwear maker.A wide variety of P-O-P is available to high-end specialty outdoor retailers that is designed to help consumers find Gore products in stores, particularly outerwear made of PacLite, Moore notes. Much of the P-O-P also promotes the Gore-Tex "Guaranteed To Keep You Dry" slogan.Highlighting the line of P-O-P is an aquarium-like Lucite "footwear bubble" suitable for countertop or window display. Two versions measure 16 inches wide by 19 inches high by 8 inches deep or 15 inches wide by 15 inches high by 8 inches deep. Produced by Midwest Tropical, Lincolnwood, Ill., the electric display features a waterproof, business casual Gore-Tex shoe behind illuminated, bubbling water, creating the optical effect of the shoe being completely submerged."The running water just draws your eye," says Diane Davidson, a market development representative. "People stare at it as they would a fish aquarium and kids love it, which draws the parents over."The footwear displays cost Gore about $100 each, so they are shipped only to those retailers who carry a certain amount of product.Additional P-O-P was produced by Melvin Roos of Atlanta. One item is a two-sided oak frame that holds a four-color replaceable graphic card. Screened with a Gore logo on both sides, the frame can be placed on a countertop or go on top of a clothing rack with square or round bars. It's also shipped with hardware to go into slatwall, says Moore.A similar Lucite frame has a black cord on top "so a retailer can place it on a hanger right in front of the jacket it's highlighting," Moore says. "It has bulleted information about PacLite on the front and technical information on the back."Two 1/4-inch-thick plastic signs, an 11-inch-square stop sign for Windstopper and a 12-inch-square diamond-shaped sign for Gore-Tex feature holes at the top allowing retailers to hang them from the ceiling. A sign similar to the Gore-Tex diamond touts PacLite.A laminated card with a grommet for hanging features a picture of a scale that highlights the weight and packability difference between PacLite and other fabrics.A tri-fold brochure on the products is also available."We have targeted about 500 retailers and offered them all of this material free of charge," Moore explains. "We mail them order forms to order what they want." The P-O-P is intended to last for two years.

P-O-P Touts Gore's 'Guaranteed to Keep You Dry' Apparel Line

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