There is a great deal of buzz in the marketplace currently; good buzz driven by the millennial call to arms that size doesn’t matter. This inclusion mantra is complemented by a generation of women who have come to age in the most heterogenetic culture in American history. Globalization, birthed by the technical revolution that seized control of our everyday lives during the past decade, has enabled an education on humanity worldwide. I wish I had grown up believing that femininity was not dependent on model perfect bodies, blonde ambition and prescribed behaviors. But I was born in 1950 and the technical tsunami was not even alive. We had our surge too, thanks to Vietnam and Watergate, but ours was rebellion rather than a quest for amelioration.
In today’s Lingerie market, proffering inclusion is the only path to growth. And one of the loudest mantras guiding the industry is that size does matter. On counterpoint to past fit limitations, brands that pursue the needs of women whose shape issues extend beyond the accepted definition of “average” are the brands that win. Case in point: Montelle’s Essential bralette. Launched last year this style has become a fast and furious best-seller as stores test, sell-out and reorder it constantly. Why? Because it is a sized bralette with a hook and eye back closure that serves a woman 32-40, B-G cups. Jeanne Emory, owner of Bra Genie in Louisiana told me: “The fit is fantastic and having a beautiful AND functional bralette to offer our US F/G clients makes us look as good as it makes them look!” This stretch lace style available in 4 colors for spring 2017 has already found a position in the brands basic assortment for Fall 17. Engineered to gratify women beyond the original bralette target market, Montelle’s interpretation of this key lingerie trend, already proven with stellar sales results, confirms that sometimes size does matter. Contact Annette@Montelle.CA
“It’s Not the Size of the Dog In the Fight, It’s the Size of the Fight In the Dog” ~Mark Twain
