Intimate Insider News
By Moira Nelson
“I Love Paris in the Summer when it Sizzles…” I can’t think of a more appropriate song lyric to sum up the essence of the annual Salon International du Swimwear and de la Lingerie and Interfiliere held in Paris each July. The famous trade shows which feature the latest lingerie and swimwear designs from brands around the world as well raw materials such as fabric, embroidery, lace and trims, are wrapping up as we speak…. Although I didn’t attend this year, I can assure you that these shows are “sizzling.” I look forward to reading (and seeing) the trend reports from my colleagues in the coming weeks. These shows (which take place concurrently) inspire intimate apparel professionals to do what they do…. To bring you the latest and greatest lingerie and swimwear designs conceivable!
A few Intimate Insights for the week….
There seems to be a new trend in Intimate Apparel Retailing…. I recently introduced you to the ecom site, True & Co. True & Co. claims to solve our bra fit problems with a proprietary online fit process (sans measuring tape.) Unfortunately, when I filled out their “simple quiz,” the results revealed that they had no matches for me. Since then, I’ve discovered two more websites offering intimate apparel in a members-only environment. Both sites create a customized showroom for members based on your preferences (another “simple quiz.”) Each site varies slightly. But the overall concept seems to be the same.
Social commerce company BeachMint launched their latest site, intiMINT, on May 30th. They partnered with Dancing with the Stars host, Brooke Burke-Charvet to create the brand. Available exclusively at intimint.com, the collection includes intimate apparel, loungewear, and sleepwear.
intiMINT’s launch collection ranges in price from twenty dollars for two pairs of panties to eighty dollars for more substantial pieces. intiMINT’s monthly membership (twenty dollars) is applied as a credit towards any purchase and is only charged when a member makes her first purchase. As with BeachMint’s other brands, members receive personalized selections each month matched to their Style Profile with the option to choose items they love or skip the month for no charge. Members also receive exclusive behind the scenes content and how-to styling tips.
The website AdoreMe.com claims to be the world’s first online lingerie personalized club providing the convenience and luxury of a personal shopping experience. Upon entering the website, Adore Me members fill out a free lingerie consultation (AKA the “simple quiz”) indicating preferences in color, size, shape, and fit. Additionally, fun questions such as, “Which Gossip Girl style best fits you?” provides additional insight into each member’s individual tastes. Based on this style profile, a private showroom is handpicked. Then, members receive one-on-one attention from lingerie experts who create a new showroom for them each month. Monthly membership is just $39.95 and includes one set, free shipping and free exchange! Adore Me offers bras, panties, boy shorts, bathing suits, stockings, leggings, chemises, baby doll, and more!
How do you feel about this type of online retailing? Do you trust a computer quiz to “match” you with your perfect bra even if an intimate apparel expert had a hand in selecting it for you? Heck… If we can trust a “simple quiz” on Match.com or eHarmony to match us with our perfect mate, why not bras? But I’m beginning to think it’s easier to find the perfect life partner than it is to find the perfect bra! Thoughts?
Another designer has been added to the line-up of the next edition of the Lingerie Journal Designer Showcase. I’m excited to report that Angela Friedman will be showing her Versailles Collection alongside independent brands With Love Lingerie, Nevaeh Intimates, Dirty Dolls Lingerie and Clare Bare Eco-Friendly Intimate Apparel. This season’s show runs from Sunday, August 5th through August 8th at the AKA Hotel on West 44th Street, NYC. The Lingerie Designer Showcase had an incredibly successful show last February with several independent designers showing their lines and a sold out Brand Affair Seminar and Lingerie Exhibition that drew in close to 200 guests including buyers, lingerie retail store owners, independent lingerie designers, wholesale manufacturers, influential lingerie bloggers, and other intimate apparel professionals. Buyers are welcome to pre-register here: www.LingerieDesignerShowcase.com/attendee-registration/
OK….. I may have lied (not intentionally, of course.) Web development is running a few days behind schedule (to be expected.) Soooo…. We’re not quite ready for our big announcement. But I promise it will happen this week. Follow Bra La Mode & The Lingerie Journal (I’m thinking Wednesday or Thursday latest) to hear about my latest endeavor with Luis Paredes, publisher of The Lingerie Journal. I’m really excited about this project and can’t wait to share it with the entire lingerie community. It will align all facets of our industry in very unique ways.
Buyers are welcome to register for the upcoming CurvExpo at www.CurvExpo.com. The Designer Lingerie and Swim Show is being held in NYC from August 5th through August 7th and in Las Vegas from August 21st through the 23rd.
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