According to Angelica Van, assistant apparel buyer of Forplay, staying on top of trends and “knowing your customer” are both key to success in the clubwear market.
She sees the category as currently trending toward hardware, with “lots of studs and beading,” as well as abstract cut-outs on garments, and an emphasis on shoulders. She believes “overly sexy to the point where things are tacky” styles as going off-trend, remarking: “A dress says so much more when it’s fashionable…still sexy, but [so it] allows the person wearing the dress to bring out the sex appeal.”
She described “the fit factor” as persistently popular, regardless of trends, as well as “plunging necklines. Women love to show off cleavage.”
The company’s 2010 clubwear catalog includes 100 styles. Van said: “We’ve expanded on our separates section so that your customer is able to mix things and pair different items with other merchandise. Also, we’ve added more casual wear to the line so that we can become more of a lifestyle brand.”
Among Forplay’s best-selling clubwear styles are Emma (220122), due to its “one sleeve design [and] bold purple color;” Malla (220109) in white due to the “wrap detail on dress [that is] classic and flattering,” and “zipper hardware on shoulder adds excitement and edge;” as well as the Chateau (220184), a spin-off of the little black dress with a corset back.
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written by Amanda Torres Price published 2010-03-24 11:01:46
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