At Leonisa, the Colombian lingerie and swim brand, where about half of its products cater to the plus market, “We have increased our sizes due to demand in our best sellers: bras, control panties and shapewear,” according to Octavio Quintana. “Posture corrector bra (011473) now goes up to DD in 3 different colors. Our best anti-bulging strapless push up bra (011654) now goes up to DD. The Nursing Bra (011338), now goes to DD. Control panty (012657) now goes to XXL (in black and nude), control panty (012811) goes to XXL (in black and nude), and control panty (012400) now goes up to XL. “
And Leonisa is not just expanding the size ranges for plus women. “Our posture corrector shaper for men (035000), now goes up to XXXXL. All of our shapers in powernet go up to XXXL,” said Quintana.
Noting that there is greater acceptance for large size consumers, Quintana observed, “Customers feel more comfortable or confident to go out and buy larger sizes. The plus size section used to be hidden. Now it’s more accepted and more people feel okay with buying these sizes. Manufacturers are suppling that demand.”
Leonisa has designed special fabrics for the plus category as well. “Our entire collection of shapers in powernet are unique to us. We make our powernet with a special softener that makes it more comfortable. Competitors line their powernet with cotton, we line ours with polyamide/elastane to keep skin fresher so people can wear our products longer and feel comfortable.”
The best-selling items to the plus market at Leonisa are: Contour Shaper (018678) in sizes XS-XXXL, black and nude retail: $60 Wholesale: $30; celebrity style body shaper (018674) in sizes XS-XXXL, black and nude, retail: $80, wholesale: $40; and the Brief Panty Compression Body Shaper (018675) XS-XXXL, black and nude retail: $55 wholesale: $27.50.
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written by Amanda Torres Price published 2012-06-02 18:27:16
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