(Filed Under wholesale Shapewear News). TC and MiracleSuit, two shapewear brands from Cupid Foundations, have made substantial progress in expanding their penetration into the specialty store market over the past year according to Eric Crawford, national sales manager at the company.
There are several reasons for this success, but perhaps the most important, said Crawford, is that “the two brands have limited distribution. They are not promoted. You are not going to find them in the mid-tier department stores. TC is completely in the premium channel.” This means that specialty stores will not see a product that they have in their stores being discounted by a department store at price levels at which they cannot compete. “It will not be permitted,” emphasized the sales manager.
About two dozen silhouettes “in various levels of compression” are included under TC brand. “We excel at moderate to firm control,” explained Crawford. This leads to the other reason TC and MiracleSuit have been doing so well with specialty stores: the products are highly functional and fill niches not well covered by other stores or brands.
For a retailer planning to try the TC brand in his or her store, Crawford has some recommendations. “Our extra firm High Waist Slimmer (style 499) is a triple ply product that is very smooth on the outside, with construction on the inside that makes it great to shape the midriff. It retails for $72. It’s like a go-to piece for a dress shop or a lingerie shop. It is a great piece to have in the store.”
Crawford continued that “style 485, the High Waist Brief is also a must-have. It is the same idea as the 499 but for consumers who prefer not to wear a thigh slimmer. It retails for $56.”
“A new item we are shipping 12/25 is an updating of an older style which we have now done in a matte fabric. It will be very strong. It is the Long Leg Torsette, style 4241, which retails for $76.” Crawford added that “it’s an all-in-one-piece body suit that creates a clean look from mid thigh all the way up. It’s great for dresses. It is an under bust garment, so you can wear your own bra with it. It is a firm control garment that has a low back and provides wardrobe flexibility.” The sales manager noted that the style will be shown for the first time to buyers at the upcoming February Curve show.
As far as a good top to start with, Crawford recommended “the Camisole, style 4042. It’s a firm control camisole for the fuller busted, fuller figure woman, up to band size 46. It has a retail price of $68. It is a very popular piece in specialty stores. It is not something that is easily found in your traditional department store.”
According to the Cupid executive, the company is in the midst of updating several of the TC styles, “revising them from shiny to matte fabrics,” providing them with “less bulky straps,” and overall making them “much sleeker shapewear pieces.”
He noted that the company has “just introduced two revisions on 8/25,” adding that “We have three pieces that are delivering 2/25/2015 and another couple on 6/25/2015.”
Of the changes, Crawford assured, “all the things that made these garments perform are still there. They are just a little less bulky. Our designers have done a great job of contemporizing and making them look even more appealing. They are still highly constructed, cut and sewn products that truly change the shape of your body.”
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