(Filed Under wholesale Lingerie News). Exquisite Form, a brand owned by Vanity Fair, has been given a boost in the U.S. with the takeover of its marketing and distribution by BL Intimates.
Sarah Young, account manager at BL, called the move “more of a ‘re-launch’ to the retailers as they have had their replenishment turned off for a month or more during the inventory transition.” She added, in an email response to questions from BODY, that the “immediate goal is to re-establish the brand in the market place to where it was a year ago since it had dipped a bit in the last 6-12 months with the rumors it might be discontinued.”
“BL Intimates has been a part of the Vanity Fair family since 1998. We have been marketing and distributing all Vanity Fair Intimates brands in Canada since 1998. These brands include Vanity Fair, Lily of France, Bestform, Curvation and Vassarette” as well as Exquisite Form, said Young.
“BL Intimates is a joint venture of Fruit of the Loom and Lamour Hosiery and has full service distribution centers” in both the U.S. and Canada, one in Montreal and the other in Valdese, NC.
Vanity Fair Intimates was purchased from VF Corp. by Fruit of the Loom in 2007. Fruit of the Loom itself is a division of Berkshire Hathaway Corporation. According to Young “the Exquisite Form brand is over 60 years old...The brand slogan has always been “Exquisite Form Fully – When you need a fuller bra, not a bigger bra.” This resonates with US consumers.”
Young explained the benefits of the BL move noting, the “acquisition of the US distribution rights consolidates all North American brand management. This allows for streamlined management of the brand and greater opportunities to explore newness. BL Intimates has over 15 years of experience in working with the Exquisite Form brand including product development.”
Noting the “retro” look of some of the Exquisite Form styles, BODY asked about planned changes in design.
“This customer is extremely loyal and absolutely loves this product,” replied Young. “We want to assure all of our retail partners and our consumers that everything about their favorite styles will be the same. This is an opportunity for us to offer more options and styles, not to change what she loves; many of our ladies have been wearing these bras for 10 and 15 years. They can continue to buy Exquisite Form with confidence it is the same reliable garment. That is not to say that there will be some pleasant surprises which we are certain the loyal customer base will appreciate in the near future!” Thus, she continued, “The line will initially remain the same with all styles unchanged in fit, quality and styling. New style launches will be explored for 2015.”
Asked to describe the brand’s consumer, Young wrote, “Fully bras target specific full-figure needs with innovative features and provide greater coverage and support for a shapelier figure.”
“Current lines consist of seven core bras styles in the U.S. market in a range of basic colors, front and back close options and wire-free styles. In addition, three long-line styles are offered,” Young explained. “Sizing varies by style, but the overall commitment is to offer a significant range of sizes extending from 34B to 46DD in some styles.” Retail prices typically range from $20 to $26 she said.
“The brand will continue to be offered in the U.S. market, she continued, in such stores as “Sears and Sears.com, Boscovs, Amazon.com, Amerimark, OSP and National Distributors as well as a range of boutiques across the country.” She said that there are “no immediate plans” to expand the brand into other categories, but added “Expansions will absolutely be considered, but no formal plans at this time.”
Asked what she would say to retailers who have not tried the brand, Young replied “Exquisite Form Fully is known to its consumers for consistent comfort, support and durability as well exceptional shaping features. Reinforced and innovative construction features such as power net support frames, extra support under cups and stretch sides provide a comfortable fuller fit while offering slimming, shaping and posture support. In addition Fully bras remain the best value offering in market for the full-figure woman.”
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