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current news

Body Language: Strong Sales With Cami


Mock Cami
Mock Cami

(Filed Under wholesale Accessories News). Jill DeMarco, vice president for Karen Carson's intimate accessories brand, Body Language, expects that its newest style, the Mock Cami, will be seen in Icing stores within the next month.

Icing and Wet Seal are currently the brand's largest customers. The Mock Cami, which wholesales for $3.50 and retails for $12, fits sizes S through 2X, and can be seen in boutiques including Dressed by Celeste in Palmer, Ariz. Honest John's Emporium in Galena, Ill. and Telco stores throughout New York City.

Sarah Braly of Dressed by Celeste reported that the store has sold out of the product.

"I think the number one reason why people love it is cross-over shirts and wraps always miss that triangle section on top," she said. "If you are wearing a dress to work you don't want to look inappropriate, but, especially in the summer, you don't want to add an extra layer with a tank top."

Joanne Marella of Honest John's Emporium also reported a positive customer response to the cami.

"It is doing really well. People are really intrigued by the idea, and we've nearly sold out of our first order," she said.

According to DeMarco, Body Language's Mock Cami runs at a lower price point than similar products on the market. Additionally, it is reversible with a solid and print side, with 12 prints to choose from including hearts and Ed Hardy-inspired skulls. And instead of the tape system found in many mock camis, it hooks directly onto the bra straps.

"With the tape system the tape comes off, it slips, you sweat, and it can hurt," DeMarco explained. "But our hook system remains just as secure as your bra."

The Mock Cami, like the rest of Body Language's products, is geared toward Wet Seal and Icing's primary customer base: women aged 17 to 28. The brand's 17 total styles can also be found at boutiques nationwide including Stunning Sunning Swimwear in Quincy, Wash., Chocolate Walrus in Reno, Nev. and Klassy Komplements in Ocean Springs, Mo. The brand also designs private label for retailers worldwide including Target and Kmart.

With wholesale prices ranging from $2 to $15 and no minimum order, the line is priced for the mid to lower-tier market. "Everything is priced just a little bit less than our competitors," DeMarco said. Pieces include decorative and invisible bra straps, strap relief cushions for large-busted girls to take the pressure off of their shoulders, a backless, strapless bra, and current best seller, the double-sided tape. In coming months, the brand will introduce new tape called Tacky.

Karen Carson was founded in 1955 as a drawer linens and bath and body company. In addition to Body Language, the company is the exclusive licensee for Maidenform accessories. To learn more, e-mail DeMarco: JDemarco@KarenCarson.com.


more wholesale Accessories News >>

Published 07-14-2009 by Amanda Torres Price



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