(Filed Under wholesale Lingerie News). Shapeez is off to a strong start for 2015, despite the cold winter in some parts of the country, and there are several indications that the growth will continue. “Our year has been going very well,” said CFO David Berner. “Our numbers are up in both the U.S. and Canada, our two key markets.”
Berner said the strength at Shapeez can be seen across all of the styles in the line, including the Sportee sports bra and Tankee slip which were both recently introduced. Additional fuel for growth this year will come from the new Demee push up bra, which will roll out later in 2015.
All Shapeez products focus on a patented design that eliminates the look of bra bulges and back fat, while at the same time providing full bra support and slimming and shaping benefits for wearers.
An underlying source of strength for the brand has been its association with clothing boutiques who bring in shapewear to help build sales. Often putting a consumer in an effective shaping piece can lead to that consumer looking better and fitting better in a store’s fashions. The clothing maker Sympli, for example, explicitly encourages its stores to carry Shapeez products.
But a key to this strategy, is the quality and effectiveness of the shaping pieces. “Sure, a store could bring in cheap, poorly made shapewear, and maybe get a customer to buy a dress,” explained Berner. “But if that shapewear falls apart or fails to perform over time, that consumer is going to blame the store and never come back. At Shapeez, we’ve built strong relationships with clothing stores based on the long term performance of our garments.”
One unexpected boost for Shapeez was a March re-run of a Rachael Ray episode featuring its products that originally ran on television last October. “All of a sudden we were getting 4-5 6 sales a minute,” said Berner, adding that the response was “30% better than the first time around.”
More company growth is expected from the launch of the completely redesigned website for the brand in the coming weeks. Berner, who announced the web relaunch recently, discussed additional new features he is including. A web designer himself, Berner said a key feature will identify the location of consumers visiting the site. This will allow the website to automatically direct shoppers to the nearest stores that carry the particular styles in which they are interested. “This will be very beneficial to those of our retailers who are stocking the particular products.”
Berner also disclosed for the first time that the new website will offer live chat with fit specialists. This is important because one of the most compelling features of all Shapeez products is their unique sizing system. A total of 36 sizes are offered (see their sizing chart here: http://www.unbelievabra.com/sizing_guide.html), which do not conform to the conventional band and cup sizing system. The Shapeez system was invented by founder Staci Berner, specifically to provide a better fit for her bras. The system involves two simple measurements: one around the upper chest and the other across one breast while wearing an unpadded, wired bra (see their website for a complete explanation).
As previously reported, the new website will provide videos of all the styles in the line. But a newly announced feature is floating text and arrows within the videos that will point out and explain the various key features of each product.
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