(Filed Under wholesale Lingerie News). Marcia Bacon of Goodnighties (which produces a line of solution sleepwear products) provided her comments about the plus size intimates market in this latest segment of our survey. The collected series will appear in the print edition of BODY.
“I do think women in America are getting larger. We are much more sedentary than in the past. I have hundreds of plus size women that swear by Goodnighties sleepwear.”
“My largest seller by far as sizing is definitely Large and XLarge,” Bacon continued, explaining the significance of the plus market to her company (which offers sizes all the way up to 3X). “These larger customers are very important to my business. I find that many larger people have health issues along with more body weight and they are looking desperately to find sleepwear that is not confining, and is moisture-wicking of high quality fabric. They want garments that are stylish, but most of all they want lingerie that they can sleep well in. And that is why I have so many repeat customers in the plus size market. Many are my best customers buying every style and color in their size. They also want styles that they can mix and match.”
Goodnighties has not seen any need for a separate brand or catalog for the plus market. “I have not dedicated a plus size only catalog as we are in a down economy and our business like most others is trying to gain new business not limit our market.” Bacon emphasized, “We plan to continue to cater to the plus size market as well as the smaller hard to fit person. Women of all shapes and sizes need well made, well fitting, sleepwear that provides more than a cute style.”
Explaining the appeal of her sleepwear to all types of consumers, Bacon continued, “People want performance wear for night wear just as for day wear. They want a garment that will wick moisture away from the body if they have temperature issues. They want the most comfortable garment that they can sleep well in to get their best sleep no matter what their phase of life. They want antimicrobial to fight bacteria as this is a large issue in our society today. That is why Goodnighties goes thru an expensive patented process making our fabrics in the USA as well as our sleepwear in the USA so our customers can trust that they are buying quality. It is very expensive to manufacture in the USA especially in the past three years but we feel our customers appreciate this fact as they tell us often. Our customers love our mix and match styles, colors and sizes as well as our personal attention we give them. They don’t want to talk to a computer or wear something one time and it falls apart. They want customer service. They want quick delivery and answers to their questions. We work very hard trying to provide all these services to build our brand . We try to run our business and treat our customers the way we want to be treated.”
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