(Filed Under wholesale Lingerie News). Packaged lingerie is leaving hanging styles in the dust at Lingerie Mart, a major distributor of wholesale and retail lingerie based in Alpharetta, GA.
“We are doing incredibly well with packaged, sexy lingerie,” Steven Rapp, president of the company, said. “Within the last year or so, the package has become more and more important. Almost every manufacturer out there that wants to be a player in the market is making packaged styles, and when people walk into our [16,000-square-foot] warehouse they gravitate toward the packaged section versus the hanging section.”
He emphasized that as the category has grown more popular, so has the importance of an eye-catching design. “It is really getting down to how well the package presents itself being even more important the garment inside. If the image is dull and lifeless the customer won’t purchase it, but if it is glossy and features good-quality images, they will."
He named René Rofé, Electric Lingerie and Espiral as the brands that offer the most well designed packages in the industry. These are also Lingerie Mart’s three best-selling brands in the category. He estimated that the Lingerie Mart’s customer base is approximately 40 percent men and 60 percent women, with men particularly attracted the boxed styles, which retail for about $4.90 to $19.90.
Rapp believes packaged lingerie has increased in popularity because of its versatility and fast-selling ability. “It is more of an impulse buy than hanging styles,” he remarked. “It makes for a much faster sell, because the customer doesn’t go into the fitting rooms, try on the styles, and find out she doesn’t look as good as the girl on the package. It’s all about positive perception.
“We are also taking these styles to truck stops, convenient stores and other places where people hang out that are not traditional lingerie joints. The hanging styles would not work in those areas of distribution, where lingerie makes up such a small portion of merchandise.”
Lingerie Mart is currently developing a 100-foot wall reserved solely for packaging lingerie, which Rapp expects will increase the category’s sales even further.
In addition to packaged and hanging lingerie, Lingerie Mart carries bras in cup sizes A to M, hosiery, sleepwear, shapewear, costumes, corsets and more.
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