(Filed Under wholesale Shapewear News). Shapeez is returning to the WWIN show at the Rio Hotel in Las Vegas (February 20-23), after reporting another year of expanding sales.
“We will again have a 15’ x 10’ booth, which includes a changing area,” explained co-owner David Berner. “Staci always insists on having a place where buyers can actually try on all of our bras.”
Founded nine years ago, Shapeez has grown to a dozen styles, all based 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. Stores all over the U.S. and Canada carry the bras. There are a growing number of customer in Australia and Europe as well.
Added to the line during the past year were the Demee Long and Demee Short. “The response has been tremendous,” said David Berner.
The two bras represent “the sexy side of Shapeez,” in the words of co-owner Staci Berner. The short version is the first for the company with a front closure. “It is a push-up with lift built into the foam. It is a cleavage bra that goes up to a double D.” Both styles feature lace trim across the top. “Our customers were asking for a sexier bra, that was more of a demi cup.”
The unique Shapeez design concept, coupled with a customized bra sizing system, has earned the firm its ever-growing following. But a key step in winning over both consumers and store buyers still remains getting them to try on that first bra.
That’s why the changing area inside the WWIN booth. “At a trade show, we find if we can get a store buyer or owner to try on one of our bras, we end up gaining a new customer,” said Staci Berner.
“It’s infectious. A buyer comes into the show booth, tries on one of our bras behind our changing screen, and comes out all excited. Another buyer sees her reaction and says ‘I want to try one on too!”
The same thing inside the stores. David Berner reported that a new addition to the company’s extensive collection of photos and other point-of-purchase materials is a long, narrow poster showing before-and-after images of customers with and without Shapeez bras. “Stores had been asking, specifically, for a poster, that could be placed inside their changing rooms, next to the mirror. Retailers definitely realize the value of the transformation that takes place when someone puts on that first Shapeez bra.”
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