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Interview: Seven ‘Til Midnight Holiday 2014

(Filed Under wholesale Lingerie News). BODY’s Ted Vayos interviewed Vinh Luong of Seven ‘til Midnight about the firm’s holiday 2014 collection.

VAYOS: What category does this line target? And how many new items are you introducing this season?

LUONG: This is for the contemporary lingerie market. We have 50 new styles in regular and 20 for our Baby Got Curves (plus size) category.

VAYOS: What are some of the key styles?

LUONG: The 2014 holiday collection delivers a sassy collection of Santa inspired outfits including our Saint Kiss grouping showcasing a seamless dress and teddy with marabou trims and packaged with a vinyl belt with diamond buckle. The La La Lace group features a luxurious Italian inspired corded floral lace with marabou trim in a baby doll, a three piece set, and a plunging V-neckline teddy.

Our key trends for this collection include the Sparkle and Shine, Luxe Lace and the Retro Modern Pin-Up. Sparkle and Shine is inspired by the twinkle lights from the holiday festivities, in which our shimmery designs can be dressed up to an all-out glam effect or toned done for an understated chic.

Luxe Lace emphasizes the soft luxurious lace fabrications in our “Santa” styles, sourcing galloon lace with silver lurex for our Green with Envy designs and an abundant amount of lace trim in our Be Mine styles.

Throughout the catalog-calendar is our Retro Modern Pin-Up theme, inspired by modern-day retro-vixens such as Katy Perry and Lana Del Rey, who have elevated the all-American calendar girl to an emblem of hip femininity. Down to the retro, artist rendered props, our calendar girls represent sophistication mixed with playfulness and sass.

Highlights of our collection include the Green with Envy group, presenting an art deco inspired galloon lace with lurex layered on emerald satin in a chemise, bustier, and two bra sets, and a bustier. One of our favorite designs is the Hustle Bustle, flirty stretch satin boy short with tulle bustle, shiny ribbon edge, bows and ruffle details.

VAYOS: What are the size ranges for this new product offering?

LUONG: For packaged styles, we have one size and one size queen available. For our hanging (non-packaging) items we have sizes small, medium, large, x-large, 1/2X and 3/4X.

VAYOS: What is the fabrication used in this new product offering?

LUONG: Fabrications used in this collection include all over floral lace, galloon lurex lace, shiny stretch satin tricot, shiny charmeuse, heart mesh, marabou trim, tulle, and picot elastic. We’ve added an array of fabric mixtures in this collection, providing modern twists to favorite styles such as our “Santa” designs which include lace and marabou trim.

VAYOS: What are the wholesale price ranges of these new key styles and what is the overall range of pricing offered in the category.

LUONG: The Holiday Collection is competitively priced starting at $6 for the Hustle Bustle panty with most items under $18 wholesale, keeping the retail under $40.

VAYOS: Why do you feel retailers need to add this newest offering?

LUONG: This new collection features a combination of fabrics that we have not done before such as marabou trim with lace, which not only offers a refreshing new look on our designs but also gives new choices and variety for the market. Our themes highlight fashionable trends currently seen in the industry, in which we added more sass and modern-day adjustments to create seasonal and timeless pieces that our customers love. Attention to detail is also key in this collection as we’ve added satin bows, satin bows with rhinestone hearts and rhinestone pendants on some of our styles to give it a special touch and make it stand out.

VAYOS: Do you plan to offer a catalog for this new line?

LUONG: Yes, as tradition our catalog is also a glossy, spiral bound 16-month calendar.

VAYOS: Do you plan to do any special marketing materials for your retail partners?

LUONG: We have our standard DVDs which provide all the sales and marketing tools necessary to help our distributors/retailers sell these items with ease. In addition to our catalog-calendars, we do have posters, images, videos and product information.

VAYOS: Do you plan on offering retailers any posters or racks for this line?

LUONG: Yes, we have posters and racks available for purchase. Posters are free with purchase of $500 or more. We can also do customized packages for customers, including top sellers, racks, logo displays and posters.

VAYOS: What are the ordering details?

LUONG: Our opening minimum order is $400. Reorder minimum is $100. Our turnaround time is normally 48 hours with exception to larger orders, which is up to five days. We ship from El Monte, CA. Vinh Luong, is our director of sales and marketing.

more wholesale Lingerie News >>

Published 07-26-2013 by -

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