What comes next & where do we look to the future to
understand and predict where this vastly evolved category is going to maintain
its rapid growth for the next 5 years. The USA, well no I don’t think so I
think we need to look in our own back yard and turn to Europe. Its fashion
shape wear it is colourful, trend driven and you guessed it great to look good
in too. Now lets be clear, we may well have to compromise results &
performance to get the right fabrication and appearance in Fashion shape wear
but the brand that can achieve all the demands would indeed be the winners for
the next decade. Good luck everyone!
3 of 4 - How important is shapewear in your business?
Let’s look at the brands that have built the UK market to
wear it is now: - Miraclesuit offering cut & sew extra firm technology
where you will drop a dress size in 10 seconds! Flexees offering a wide array
of garments that sculpt & smooth. Body wrap, Trinny & Suzanna and Spanx
, offering that Santoni manufactured seam free stitched technology offering
everyday comfort, smoothing and medium body compression. One thing they all have in common is everyday
shapewear in Nude & black, maybe a tiny bit of white if we are lucky. Why
do they do this well its because these are the colours that sell by far the
best.
2 of 4 - How important is shapewear in your business?
Shapewear has for some 5
years now been growing at huge rates, it has been both recession proof and
markdown proof. Offering retailers few sku’s and higher mark ups that tradition
lingerie. Retailers who backed this product group have enjoyed enormous
profitability & return, Gone are the day s that shops & stores have a
single rail of shapewear pushed embarrassingly to the back of the dept, we
should now all treat this product group with the respect and space that it
warrants, lets see a Department of shapewear in every store. Be proud of it as
it will deliver.
1 of 4 - How important is Shapewear in your business?
With so many different shapewear brands on the market today
and so many different styles to choose from how can we know which ones really
work and which silhouettes actually shape the areas we want to target? If you are only just turning your attention
to shapewear it can be slightly overwhelming, faced with a plethora of product
that may all look quite similar and all claim to do the same thing! The
tendency could be just to choose the brand you have heard of but that would be
a big mistake… there are more pressing considerations than which brand has the
biggest marketing budget!
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