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Sell the Product’s Heritage ~ Fit Britches

April 29, 2013

By Ali Cudby

For the past few years, there has been much talk about innovations in shapewear, whether they are focused on fashion, knitting technologies or cosmetic benefits embedded into shapewear fabrics.

Customers may not understand these innovations, and explaining them can help make a sale – or an upsell.  In addition to understanding a product’s features and benefits, it’s both interesting and fun to learn about the story behind a new product.  Sharing that story with customers brings a product to life and has the added bonus of cementing your role as an industry expert.

For Farnaz Kahn, inspiration struck after having four children.  After each pregnancy, it became increasingly challenging to get her pre-baby body back quickly.  Eventually – as … Read more

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Be Brand Savvy ~ Panache

April 14, 2013

By Ali Cudby

The Three Things You Need to Know This Spring/Summer about Panache

Between the trade shows and the time product arrives in stores, it’s easy to forget the details of a particular brand’s new lines.  Understanding the details of new product can help make the sale.  When a retailer or employee speaks knowledgably about the unique features of a new lingerie line she is providing superior customer service, educating her clients and proving that she cares about the product she offers in her shop.

With that in mind, let’s take a look at some key highlights from the Panache family of lingerie brands.

SCULPTRESSE:

Sculptress-by-Panace-on-Lingerie-Briefs

A new lingerie launch this month is Sculptresse, which offers everything from everyday basics to fashion styles for the … Read more

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Trick Of The Fit

April 1, 2013

By Ali Cudby

Customers In The Fitting Room

Bra Fitting on Lingerie Briefs

If only fitting lingerie was as simple as having a single bra size.  Yes, I can hear the chuckles from the fitting community.  We all know better.  Bra sizes vary from brand to brand, and even within a brand from bra to bra.  I was prepping the fitting room troubleshooting module for my bra fit training program, FabFit Academy, which got me thinking about customers’ conceptions – and misconceptions – about bras.

I asked a Facebook community of lingerie retailers and fitters some of the troubleshooting they do with customers in the dressing room.

The majority of the challenges stem from their basic misunderstanding of bands – how they fit, where they should sit, and what … Read more

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Mother’s Day Prep

March 17, 2013

By Ali Cudby

It’s that time of year, and planning Mother’s Day promotions for your lingerie store should be in full swing.  Yes – you may still be warding off the winter chill, but this is the time for gearing up for the year’s next big celebratory event.  One good way to consider the holiday is to think about your audience; by that, I mean MAMA.
In this case, MAMA means:

Materials
Audience
Message
Assistance

Materials.  Do you have the right inventory on hand, and in your pipeline for the coming weeks?   In addition to PJs, bed jackets and other lingerie items, this is a great time to stock up on easy, no-fit gifts like sachets, drawer liners and other … Read more

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Trade Show Benefits

March 4, 2013

By Ali Cudby

I occasionally hear retailers ask if they really need to attend the lingerie trade shows, and it always surprises me.  There are so many benefits to being at the shows!  There’s tremendous value in getting out of a store and into the larger world of lingerie.

First, retailers can feel isolated in their stores, even when surrounded by their staff.  It can be lonely at the top, and shows provide an excellent chance to mingle with folks in similar roles.  Swapping war stories and sharing what works – and what doesn’t – is invaluable.  Second, shows like Curve and Salon International de la Lingerie offer looks beyond the current collections at the upcoming trends and innovations. It’s helpful to understand where the … Read more

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Trade Show Buying Strategy Tips

February 11, 2013

By Ali Cudby

It’s trade show season – an exciting time for retailers and manufacturers alike.  The shows themselves can be overwhelming – so many pretty things to ogle, people to see, trends to absorb.  I crawl back to my hotel every night, my head stuffed full of information that takes time to process.

As a retailer, it’s even harder because you’re applying all of that data to your unique business.  It’s critical to have a strategy going into a show in order to stay focused on your product flow, your customers, and your numbers.

Industry veteran and Lingerie Briefs Publisher Ellen Lewis and I chatted about the shows and her experience tackling them with business goals in mind.

“As a buyer, I know you … Read more

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