(Filed Under wholesale Shapewear News). For the first time in its 10-year history, Squeem Corporation is going in a more fashion-forward direction with the launch of the Fashion Cincher on the U.S. market. The Fashion Cincher—which is already available in Europe—will hit U.S. stores this November, retailing for $59 and running in sizes XS to 2XL.
Squeem’s full range of sizes runs from XS to 5XL, and Thiago Pasos, vice president of marketing for the company, reported: “If people start asking us for [the fashion cincher] in larger sizes, we will certainly add them.”
The Fashion Cincher marks the first product in Squeem’s new fashion line. In early 2010, the company will add two additional styles. Pasos hopes the fashion line will have new collections of three or four styles added frequently. “The Fashion line will always be coming out with new designs to keep the line fresh and current. It will generate buzz and bring new clients to the stores.
“The whole concept behind it is to bring a fashion touch to our product offerings,” Pasos explained. “Our strategy has always been to produce classic, simple shapewear that is immune to fashion trends, which has allowed us to remain very successful over the years without changing our products very much. However, we see a whole new generation of younger women interested in shaping their bodies, but who also want a fashion touch. We have very high expectations for the line. People in Europe are loving the unique concept.”
While the Fashion Cincher—which comes in a soft pink shade embellished with a floral-inspired print—represents a shift from the company’s typical line-up of shapewear in basic shades, Pasos emphasized that it still maintains Squeem’s “signature excellent fit.”
The company achieves this fit an in-house developed fabric technology called Control Fit Technology; a cotton/rubber blend in which the cotton serves as lining for the rubber, so that it never comes in contact with the skin. Most Squeem products use this fabric, which creates a micro-massage on the wearer’s body eliminating liquids and aiding on size reduction and weight loss.
Squeem also plans to introduce two additional lines in 2010, at which point its product offerings will be divided into a total of four lines. This is part of the company’s current strategy to target “different purposes and appeals,” said Pasos.
“Our strategy is to strengthen our brand positioning as pioneer in the industry and to stay ahead of the competition with exciting new developments,” he concluded.
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