By Ali Cudby
In the past couple years, several brands have launched garments that are attractive and fashion forward, while simultaneously addressing issues women face at various times in their lives – such as leakage and odors. The question is, how do you introduce this topic on the retail floor? Generally speaking, unless a customer specifically asks, it’s hard to indicate a woman has any of the problems these garments solve.
I chatted with the founders of two such companies – Angela Newnam of Knock Out Panties, and Julie Sygiel of Dear Kate – to get their perspectives on selling techniques they recommend for their problem-solving undies.
Knock Out Panties (as profiled in previous article in Lingerie Briefs) uses a proprietary fabric that is imbued with odor and moisture control. The patented NoTrace® technology wicks moisture away to keep clothes (and the wearer) dry while also eliminating odor. When asked how retailers can tackle these challenges, Newnam suggests a soft approach. “You’re not necessarily addressing the problem. We suggest that retailers talk about the solution, but certainly don’t talk about moisture and odor! Say, ‘Knock Out is pretty, comfortable, and you’re going to love the liner.” According to Newnam, “less is more” when it comes to selling the solution side of her panties.
Women do seem more comfortable with talking overtly about the solution side of the newly launched Mighty Nighties™ sleepwear, which is great for issues that crop up during menopause. Newnam has found that, “there’s less stigma when it comes to talking about night sweats in a straightforward way.”
For Dear Kate, the whole brand message is focused on being like a girlfriend. The name is designed to evoke an advice column. According to Sygiel, “Kate is the girl next door who is fun and fashionable. Your friend.” It’s this friendly ethos that helps sell the message of Dear Kate’s innovation.
”Dear Kate is designed to have all the features women need most. The panties are lined with a wicking and stain-releasing fabric on the inside, and a leak-resistant fabric on the outside, so you’re always prepped for anything. Stains come right out in the wash, so these panties are perfect for new and expecting moms, as back-up for that time of the month, or for working out.”
Like Newnam’s approach, Sygiel recommends selling the solution, rather than the problem itself. Expecting Mom’s know their bodies are changing, so referencing “issues” that women go through during the last trimester of pregnancy can be an easier topic for that segment. Otherwise, selling the benefit of not having to hand wash is something that gets the attention of many women, who are already busy and may be thrilled to find a way to simplify their lives.
Ultimately, any problem solving products must be beautiful, independent of the issues they address. But when it comes to a retail approach, selling the solution is the way to go.
If you’ve had success or challenges selling solution-based garments, please share in the comments! We all benefit from hearing your insights.
