Meet Lola, Marcie and Betty ~ Bodacious BabyDolls

Lola by Curvy Kate (28-40,D-K) & Marcie by Cleo (28-38, D-J)

Many ions ago, when I worked for a company that sourced product for Victoria Secret, I was introduced to the verisimilitude of the lingerie babydoll.  It was one particular style, whose endless sales and reorders blew me away; a simple open front spaghetti strap chiffon design with matching panties whose sexy centerpiece was a very large satin bow begging to be untied.  It was a catalog sensation (pre-e-commerce) and spoke perfectly to the brand’s DNA at the time.  It was a difficult number to replace, but it taught me the importance of this category to intimate sales.  As a merchant I was smitten, but on a personal level, endowed as I was, the idea of owning such an item was not a reality.

Betty by Elomi (36-42, F-GG)

I could not help but remember that VS mega hit, targeted for the girl who can wear anything, while I was scouting the market this fall.  Intimate Brands have come a long way since those days, recognizing the Curvy and Plus sales potential and consequently developing product for a woman once ignored but now commandeering the marketplace.  So, although I usually focus on one collection at a time, I realized that the propensity of large cup sized underwire babydolls offered this season was a clear market message that had to be highlighted.  I have zeroed in on three companies because the challenge to single out just one seemed untoward.  These designs represent best-selling styles for these brands, each catering to a slightly different fit aesthetic. Together they capture an exploding market deserving recognition.  Kudos to Curvy Kate, Cleo by Panache and Elomi by Eveden for their attention to a customer worthy of notice.

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“That’s It Baby, When You Got It, Flaunt It!”   
            ~ Mel Brooks

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