According to Shelly Domenech, president of IC London, an intimate apparel boutique in Charlotte, NC; “My typical shapewear customer used to be a woman who was going to a special event and needed something to wear with a dress that would dramatically alter her figure. That customer still comes in, but we are marketing some of our shapewear as ‘sleekers’ that can be incorporate into your everyday wardrobe, and these attract many customers who are looking for something nice, light and comfortable that will get rid of lumps and bumps. These sell more in S and M than they do in L and XL, and there is no typical age.
“[When I buy shapewear], I am looking for a product that is wearable. I love it when a vendor has the ability to knit a garment in different degrees of compression: light across the bust and bottom, and firmer in targeted areas. Products with very large seams, or no open crotch when they should have one, [are not as wearable]. When I go to market I am looking for the next thing; even though I feel that I have a good assortment I am always on the look-out for what I may be missing.”
She said that many of the smaller manufacturers develop well-knitted, wearable products. IC London’s best-selling shapewear brand is N-fini. Also popular are Loba by Lupo, Yummie Tummie and LZ.
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written by Amanda Torres Price published 2011-03-03 20:52:00
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