Retail Briefs ~

By Ali Cudby

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Welcome to the fourth installment of this series on branding in lingerie. Today we’ll be talking to Claire Chambers, Founder & CEO of the amazing Journelle stores in New York City.

If you are new to the branding series, you can take a look at previous articles about Lingerie Briefs, Secrets in Lace and INVISTA/Eurovet.  The goal in these articles is to offer lingerie retailers diverse perspectives on branding from an array of industry leaders that you can apply directly to your business and foster growth.

Journelle is a luxury suite of retail stores in New York City, with three locations strategically found on the Upper East Side, Union Square and Soho.

AC: How do you characterize the Journelle brand?Read more


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By Ali Cudby

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So far in this lingerie branding series, we’ve looked at Lingerie Briefs and online retailer, Secrets In Lace. Now we are asking; What happens when you want to expand your lingerie brand?

It’s important to be strategic when considering expansion. There’s plenty of upside – new market, new customers, and dreaming about the ka-ching dropping to the bottom line. On the flip side, getting expansion wrong can be expensive in both dollars and cost to your established brand’s reputation. You need to evaluate the risks.

Before you go rushing off to multiply, it’s important to consider how and when to grow. One way to consider expansion is with a test. Even smarter – doing that test with a partner who stands to … Read more


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By Ali Cudby

Recently there was a flurry of articles seemingly saying that women’s average bra size jumped from a 34B to 34DD since 1983.  The source was a study by Intimacy.

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As a retailer, you may have found the headlines a little hard to believe – I certainly did.  Are women’s bodies really changing?  If so, why?  As a retailer, it’s important to understand changes or trends having to do with women’s bodies because that relates directly to how you buy and otherwise serve the women who shop with you.

As Elisabeth Dale asked in her Breast Briefs article on the topic, where’s the science?  There may be numerous reasons why women’s bra size may be changing, but there hasn’t been a lot … Read more


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By Ali Cudby

August may be a month for your friends and neighbors to drift into the lazy haze of summer, but if you work in the lingerie industry, this is a busy month for working on the buying and planning side of your retail business.  Yes, it’s trade show season again.  After jaunts through Paris and Miami, this week the madness descends on New York City, where there will be a trifecta of major events for the lingerie industry.

The fun begins on Thursday, August 1st with LingerieFW, the official fashion week for the lingerie industry.  LingerieFW successfully debuted in February and is thrilled to be back for its sophomore event with even more exciting shows!  The three-day event will feature catwalk shows … Read more


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By Ali Cudby

Claudette’s Dessous line became an instant hit the season it debuted, and has continued to grow its devoted following.  The line itself is relatively (and deceptively) simple – a sheer, stretch mesh, cut-and-sewn bra with a couple of matching bottoms.  What has set Dessous apart is equally simple:

Customers LOVE the colors.

The season Dessous launched, Claudette showed a series of neon colors, exactly when neon was getting attention as a fashion trend.  Seeing the line-up of electric purple, blue, green and pink drew buyers to the booth of the new brand.  The color story was similarly attractive to customers when the product hit store shelves.

From a merchandising perspective, having access to all of those colors at the same timeRead more


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By Ali Cudby

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When a retailer is in business for the long haul, the business will invariably encounter changes.  Sometimes stores hang on to the tried and true, hoping for the best, while others embrace change and grow.  Liliana Mann, owner of the iconic Linea Intima, in Toronto, has gone the latter route.

PastedGraphic-2To celebrate the boutique’s 15th anniversary, Mann opened a 1330 sq ft location in luxurious Bayview Village.  Within the classic Linea look, there is a new shop-in-shop concept store, called “elle aime – for the love of me.”  elle aime’s energy is younger and cheekier, with a boudoir-inspired design that’s “Barbie meets Bendel’s.”  “elle aime allows me to create a more affordable, on-trend collection of brands that I wouldn’t … Read more


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