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Trend Reports

seven ‘til midnight

According to Vinh Luong, director of sales and marketing for Seven ‘til Midnight; “there is a big demand for corsets and bustiers because they are multi-taskers: the right styling can go from the boudoir to dinner to the night club. [They] also slim the body while accentuating a woman’s natural curves. She called the company’s recipe for success in the category as “The three F’s: fit, fabrication and incorporating fashion elements and runway inspirations such as bows, glitter and denim.” She called the brand’s corsets and bustiers a must-have for women 18 and older; “because they are smartly prices and offer plus sizes [up to 3/4X].” Best-selling styles consist of the microfiber stretch satin bustier with mesh side panels; the Victorian lace-overlay bustier with ribbon trim, eyelash lace ruffle hem, and detachable straps and garters; the Romantic Ruffles molded cup bustier with removable garters and thong; the Midnight Temptation mesh and lace bustier with removable straps, garters and a thong; and the High In Love molded cup heart mesh bustier and skirt with silver charms. The brand is expanding its collection to include more lace styles “and pieces with interesting details such as zippers and lapels,” said Luong, as well as fabrications like double-dyed denim, sequins and satin. Seven ‘til Midnight has been designing styles under this category for over 10 years, and has noticed a “switch from basic styles to more elaborate and fashion-forward styles that work as both innerwear and outerwear,” said Luong. In terms of trends, she continues to see “lots of crossover from innerwear to outerwear and the use of lots of innovative detailing and fabrications. The bustier/corset trend also works well with petticoat/tutu trend. Seven’ til Midnight customers love to pair our bustiers with our petticoats and tutus. “I think that the corset/bustier market is doing well [in this economy] because of its versatility and perceived value.” In terms of passing trends, she said; “Thank goodness neon is slowing down.”

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written by Amanda Torres Price published 2009-11-04 09:01:29

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