By Ali Cudby In a few short weeks the Spring/Summer 2015 trades shows will begin, starting in Paris, with Mode City and Interfilière, before crossing the pond to the USA’s Curvexpo lingerie trade shows. Recently I got a sneak peek at what’s to come, and it’s hot as summer in New York. The Paris shows will be highlighting American and Canadian lingerie brands, so this is an ideal year for North American players to check out Mode City. The event team has put together special packages and concierge services for attendees, to make a visit even easier. Capping off the festivities will be an exclusive event at the Musee des Arts Forains – a private Parisian amusement park. At Interfilière, the show dedicated to the fabrics and fibers designers use to create our lingerie, they will be looking at Winter 15/16. The trend forum is always a highlight, … ...Read more
By Ali Cudby
Summer presents many opportunities for retailers to upsell accessories to customers, particularly for wearing under a sundress, the wardrobe staple of summer.
Here are three items you may not think of, but are summer sundress essentials for every woman’s wardrobe:
Fabrics can be clingy, and the last thing a woman wants is the dreaded VPL – Visible Panty Lines. VPL will ruin the look of a flowy summer sundress. Women with softer tissue may also prefer bottoms with a higher rise under sundresses, to minimize any hint of bulging where panties meet skin.
Microfibers, laser cutting and silicone edges make the options for seamless underwear better and better. Innovations in cosmetic and solutions fabrics also help.
Here’s one product that hits the trifecta – seamless, higher rise and wicking (because, let’s face it…in the hot months that’s a handy feature).
By Ali Cudby
Everyone knows the three most important rules about retail real estate – Location, location, location.
In today’s retail environment, a business’s location means much more than just its address. In fact, a business may not have a physical address at all.
Every lingerie business, whether bricks-and-mortar or virtual, has a footprint for communicating with its customers. The deeper, the better in a retail world in which more points of touch, more opportunities to remain top-of-mind with customers is vitally important.
For an example of an expanded footprint to drive business development, look no further than LiviRae Lingerie. After being featured in two seasons of Double Divas TV show on Lifetime, the business has seen incredible growth, and the stars are busier than ever with speaking engagements and other opportunities.
For stores that don’t have a TV platform, marketing efforts and customer outreach are necessary. Even better … ...Read more
By Ali Cudby
Has anyone else noticed that there has been a lot of focus on tween and teen bras lately? It all started with the media flurry over a new company called Yellowberry.
Yellowberry is a company that’s gotten a lot of press. It’s a crowd source-financed bra company founded by teenager Megan Grassell. It all started when Grassell took her 13-year old sister bra shopping for the first time. As the story goes, the product she found was all highly sexualized, and she decided to “make a better mousetrap” with a focus on colorful, fun bras for the tween and early teen market. After a Kickstarter campaign that ultimately raised $41,000, Yellowberry was born and is now shipping product in the $30-43 range.
Of course, Yellowberry is not the only company making age-appropriate bras for the tween and teen market.
By Ali Cudby
Recently, at The Intimate Circle, I spoke to Moira Nelson about the elements of manufacturing retailers should understand in order to buy and sell more effectively.
Buy for your ideal customer
Like a retail store, a lingerie manufacturer must convey a clear message about their brand. Particularly at a start-up, which is where Nelson’s Bra La Mode focuses its consulting efforts, it’s critical for a company to speak in a cohesive voice to its audience. The video clip from our interview illustrates just how deep that conversation goes to identify a brand’s ideal client. When a manufacturer is clear about its audience, it makes it easier for a retailer to determine whether it’s the right fit for their store.
Ask for selling points
When you appreciate how a garment is made it becomes easier to value a given garment – both for the purposes of buying … ...Read more