Once and awhile I come upon a marketing idea that hits a particular merchandising nerve. This is just what happened with the Sybaris Lingerie brand, high-end intimates from France, whose gorgeous underpinnings I have admired for some time, but could not figure out how to integrate into the American specialty store milieu. But last week, while I was reviewing the current assortment, I had an “A Ha” moment. This is an old world family owned business still working from a custom atelier in Paris. In truth, they function more like a lingerie tailor than a volume driven company focused on production minimums etc. Interested as I am at the emergence of the Bridal market as a burgeoning classification in the Intimates market, I realized that Sybaris, who willingly invites a buyer to create one of a kind bras and panties, could provide a very intriguing addition to a shop’s persona. Imagine the concept of developing a lingerie trousseau (or any other type of underwear wardrobe) made to order. This is exactly what Sybaris can offer.
“. . . Leave Elegance To The Tailor” ~ Albert Einstein
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