The Naked Truth

March 29, 2016

I grew up in the 60’s the prodigy of parents who came of age in the 1940’s. My parent’s youth was defined by patriotism aptly earned. Mine rebelled against a war born of politics. They called us Baby Boomers. My children think we were hippies. Even today, they describe me as eccentric. The truth is that we were no different than today’s Millennial: products of a modern culture anxious to have our voice heard. Change is the only constant in the world. Change is the only reality that really matters. If you can’t embrace change, then expect to become obsolete.

For every generation, the quest is different. Today’s young men and women were born into a global state and have never known a world without technology. They reside in a society where everything is at your fingertips. Yet, they are the children of those boomers, reared to respect the environment, do good deeds, seekers of peace and serenity. They want to invest in their lifestyle. They also feel entitled; entitled to the best there is at the lowest possible cost. And they have no problem saying so. To tap their sale’s potential, we need to listen.

I spend a great deal of time searching for the next new thing while protecting the integrity of the bottom line. It is a balancing act that has shrunk the Lingerie market. Thus, this discourse and the underlying message of the Naked brand. Last July I wrote about the company’s birth and aesthetic, highlighting the Essentials cotton collection of everyday underwear. Now with the additional delivery of the Pima Cotton and Luxury micro modal collection, these minimal panty, bralet and lounge shapes are garnering major attention at retail. Wrought in the most basic styles in the highest quality eco-friendly fabrics at great prices, Naked’s ethos is a clear response to the contemporary woman. It’s a new day for an established niche.
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