(Filed Under wholesale Lingerie News). The upcoming July issue of BODY will contain the results of a survey of several intimate apparel wholesalers on the plus size market and the impact it has had on their businesses and collections. We are first publishing the survey as a series of individual reports, presented company by company, on the BODY web site. Next, the collected reports will appear in the print edition of BODY.
We begin with the observations of Primrose Boon of Fantasy Lingerie.
“There is definitely a need for larger cup sizes. Women in the US that fit the regular and plus sizing standard are all looking for bigger cups in intimate apparel,” Boon emphasized, pointing to one reason for the change. “Breast enhancement has been one of the fastest growing procedures in the industry. The popularity of this cosmetic surgery has changed the standard of bra sizing in general. Women feel more confident and want to embrace themselves for who they are no matter what size or shape — fit is key for everyone.”
“Plus Size has been one of our fastest growing collections for Fantasy Lingerie. Due to the demand that we have created with our CURVE by Fantasy Lingerie, this collection has been a success,” Boon observed. “ We continue to put emphasis in our plus size collection throughout the development process. From conception of design by a plus size designer, to fit and focus groups from plus size women. It is extremely important to pay attention to all details for this special niche intimates line.”
Unlike some lingerie producers, Fantasy does not have a “dedicated plus size catalog at the moment. The CURVE by Fantasy Lingerie collection is featured along with our other boxed collections. Each box collection is identified with a color to represent each packaged lingerie brand. Each brand name of our boxed styles perfectly describes each target customer and helps define her fantasy. The CURVE name embodies the plus sized woman with a sexy feminine physique. Her curves help create the fantasy when wearing Fantasy Lingerie.”
As a result of the “popularity of plus sized intimates and the success of the CURVE by Fantasy Lingerie collection, we have focused more on marketing and advertising,” Boon continued. “We will do what we can to cater to our customers’ requests. This includes providing more marketing materials and plus size models on our packaging.”
“Retailers are providing positive feedback,” about the new collection, Boon said, and “the high sell-thru of each style is the result of all the hard work involved in the product development process. We are eager to offer more designs from this line, and are excited to continue to offer affordable quality to our customer base.” She added that one reason for the successful launch is because “Our lingerie line is an authentic intimates collection that has been created and tailored to the plus size woman.”
One interesting discovery that has come with Fantasy’s expansion in this area is that “The plus size market is a sized market and not an age market. Our design process incorporates classic lingerie looks that appeal and flatter to every woman at any age. Our customers are even requesting Plus Size designs in regular size!!”
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