By Ali Cudby
In the immediate aftermath of the CurveNY show, I’m still processing the gorgeous garments I saw to determine what it all means for lingerie retailers. In the meantime, one topic that immediately jumped out me was a presentation by Lelo about the post-50 Shades of Gray era. The bottom line? Vanilla is the new black.
The past few years seemingly everyone has been heavily influenced by kink. You couldn’t swing a flogger without smacking handcuff, blindfold and bondage-themed lingerie and accessories. Women had their fun, and men hardly knew what hit them (literally or figuratively).
In December 2012, pleasure product company LELO began a yearlong study of customer behavior over more than 25,000 participants.
In the aftermath of the book, a lot of women experimented in the bedroom (or the kitchen…or in … Read more
By Ali Cudby
All of a sudden, CURVExpo, the American lingerie trade show, is upon us! Where did summer go?
Retailers are busy making appointments and considering strategies for surviving New York in August without melting.
Vendors have made their last minute adjustments to samples, finalized line sheets and are now focused on making sure the product fits the models (and burning the sage in hopes that those models show up, looking just like they did in the casting session.)
In a previous column, we looked at the Curve event itself and the highlights of this year’s New York and Las Vegas shows.
Let’s review three keys to making the time spent at a trade show valuable. The goal is to ensure the precious moments away from your retail environment pay off for the … Read more
By Ali Cudby
There are tricks retailers can use to top Google search results, and every retailer should aspire to page one in search engines. Being on page one means more customers – and new, potential customers – will see your business name, click the link and interact with you.
Not only that, the more real estate you occupy on page one of Google search results, there is less impact from that negative Yelp review that might be out there. Minimizing negative Yelp reviews also empowers you to deal with the occasional customer who uses social media as a threat – “give me what I want, or else.” (Not that these moments happen often, of course…)
All of these are tools in your arsenal, designed to boost your online reputation and your lingerie business.
In … Read more
By Ali Cudby In a few short weeks the Spring/Summer 2015 trades shows will begin, starting in Paris, with Mode City and Interfilière, before crossing the pond to the USA’s Curvexpo lingerie trade shows. Recently I got a sneak peek at what’s to come, and it’s hot as summer in New York. The Paris shows will be highlighting American and Canadian lingerie brands, so this is an ideal year for North American players to check out Mode City. The event team has put together special packages and concierge services for attendees, to make a visit even easier. Capping off the festivities will be an exclusive event at the Musee des Arts Forains – a private Parisian amusement park. At Interfilière, the show dedicated to the fabrics and fibers designers use to create our … Read more
By Ali Cudby
Summer presents many opportunities for retailers to upsell accessories to customers, particularly for wearing under a sundress, the wardrobe staple of summer.
Here are three items you may not think of, but are summer sundress essentials for every woman’s wardrobe:
Fabrics can be clingy, and the last thing a woman wants is the dreaded VPL – Visible Panty Lines. VPL will ruin the look of a flowy summer sundress. Women with softer tissue may also prefer bottoms with a higher rise under sundresses, to minimize any hint of bulging where panties meet skin.
Microfibers, laser cutting and silicone edges make the options for seamless underwear better and better. Innovations in cosmetic and solutions fabrics also help.
Here’s one product that hits the trifecta – seamless, higher rise and wicking (because, … Read more
By Ali Cudby
Everyone knows the three most important rules about retail real estate – Location, location, location.
In today’s retail environment, a business’s location means much more than just its address. In fact, a business may not have a physical address at all.
Every lingerie business, whether bricks-and-mortar or virtual, has a footprint for communicating with its customers. The deeper, the better in a retail world in which more points of touch, more opportunities to remain top-of-mind with customers is vitally important.
For an example of an expanded footprint to drive business development, look no further than LiviRae Lingerie. After being featured in two seasons of Double Divas TV show on Lifetime, the business has seen incredible growth, and the stars are busier than ever with speaking engagements and other opportunities.
For stores … Read more