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retail profiles // classy // lilac lingerie


Lilac Lingerie

Lilac Lingerie - OwnerLilac Lingerie - FrontLilac Lingerie - Inside
(613) 688-0321


Square footage: 700
Location: Ottawa, Ontario, Canada
Year Opened: 2010

Q&A with emilia kutrovska, president

Ted Vayos, BODY: Describe your store.

Emilia Kutrovska: At Lilac Lingerie we help you find the best fitting bra or lingerie item. For everyday comfort or a special occasion, the right fit can make all the difference.
We carry fashion, quality but affordable lingerie from Europe, Australia, Canada, South and North America.

Lilac Lingerie offers:
- Bra fitting – AA to G cups
- Bridal lingerie fitting
- Boudoir photography
- Private parties packages (including bridal showers)
- Gift certificates instantly printable online

Ted: What makes your store special?

Emilia: Lilac Lingerie is unique because it offers clients a fun and welcoming shopping experience. Clients are greeted by a trained lingerie consultant who will put them at ease and provide suggestions to meet their body shape, budget and style. The boutique is intimate and warm and a lot of thought has been put into the aesthetics and decor. At Lilac Lingerie we are more than just a bra, we also host private parties and offer boudoir photography sessions. We believe that the perfect fitting bra can make all the difference and so we ensure that all clients leave our boutique feeling confident and beautiful.

Ted: What do you look for in a brand?

Emilia: At Lilac Lingerie, we believe in women’s sophistication, independence and self-confidence. These core beliefs shine through in all aspects of our business, including our choice of what brands we want to work with.
Our core brands are :
Pleasure State
Elle Macpherson
Mimi Holiday
Affinitas Intimates
Lisa Folly’s Luxe
Mary Green
Samantha Chang
Philippe Matignon

Ted: What are the latest trends?

Emilia: It is amazing how many different trends and fashion styles we see in the store. We do see the practical woman, who shops to enhance her outerwear outfits – she sticks to the basics, but chooses them wisely depending on the season. We also see the fashionista, who only buys fashion styles and makes them part of her outerwear outfit, by showing a strap or wearing them under semi-transparent tops. The colour trends that seem quite logical are prominent in our boutique. Summer is the time for light colours and more fun airy styles, cami and shorts sets along with light weight silk and transparent robes are popular. Winter is the classy black and red full lingerie outfits, for example including garter belts, hosiery and warmer feel robes.
Favourite styles for our clients are Samantha Chang full lace chemise in any colour, Mary Green silk camisole and shorts sets, Mimi Holiday super plunge bra and matching bow thong in any colour combination.

Ted: Describe your price points and size ranges.

Emilia: We specialize in bra fittings for small framed women and the bra sizes we carry range from 30AA-36G. Our pricing takes into consideration the lingerie’s quality, brand and style. Our accessories (including sleeping masks, garment wash bags, bra clips, garter belts and delicate soaps for lingerie) cost anywhere from $7- $34 and our hosiery is priced between $13-$32. Bras cost $52- $99, panties are priced at $14-$69 and special lingerie (chemises, babydolls, bridal collection) will cost you between $50- $198.

We specialize in small framed women, hence our most popular sizes are S and M. We do have a lot of clients in the XS size range. For bras the most popular sizes are 32C, D, E and 34A, B, C.

Ted: What does the average customer spend per visit to your store?

Emilia: The average sale is between $110- $150. However we do see some fluctuation based on the client personal habits. Some people would be coming back every month and slowly adding to their lingerie collection. Whereas others would come in once a year and do a complete lingerie wardrobe make over.

Ted: Describe your customer.

Emilia: We mainly work with female clients. There is a spike in men client visits around Christmas and Valentine’s day. Most of our clients are between 25 and 45 years of age.

Ted: What else can you tell us about your business?

Emilia: What makes Lilac Lingerie successful is the care and thought that is poured into each detail, from the music to the window displays; the privacy to the luxury. Our staff is carefully selected and provided with ongoing training to ensure that our clients are provided with the best customer service possible. In our two and a half years of business, we have built up a loyal client base of women (and men!) who are passionate about Lilac Lingerie and what we represent. We are innovative and creative, we love what we do, we believe in our products and we treat our clients and community supporters with respect.

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Contact Information: (718)676-4444
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