According to Joey Cohen, vice president of National Mill Industry, Inc., the demand for corsets and bustiers has increased; “and as a result, a lot more companies have launched styles in the category than ever before. Part of the reason for this is the function corsets and bustiers offer; they shape women much more and in many more places than a standard bra does.”
National Mill Industry has been manufacturing corsets under the Carnival label since the 1950’s. Cohen commented that “the market has changed because, first of all, there is more demand now for seamless. Also, there has been a tremendous increase in demand for plus-sized garments, as well as garments to accommodate those women with smaller backs and larger cup-sizes.” To accommodate both of these markets, the company has transitioned over to include the DDD cup-size in a wide range of bandwidths. Corsets are now available in sizes 32 to 38 A, 32 to 44, B through D, and 32 to 48, DDD.
The company’s typical customer ranges in age from 20 to 60 and comes from a mid-to-upper socioeconomic background. He called fit the “number one, most important factor in any corset or bustier. It is much more important, in fact, than in regular frame bras because there is a larger portion of the body to deal with and it is much more difficult to get the right fit. Therefore, if a woman finds a bustier or corset that fits her well she will be very loyal to it and the company that produces it. Price is low on the totem pole because you can get a great-fitting corset and bustier for a fair price [...] It is such a minimal price compared to the dress the woman is buying for that special occasion, so she is willing to spend that extra money in order to feel and look great.”
The company’s best-selling styles are the seamless invisible torsolette (style 426); the front-zipper lace corset (style 386); and the full-figure lace torsolette (style 423). Cohen has not noticed a drop-off in sales in the poor economy, saying; “I have actually seen an increase in this category because it is a niche business.”
I want to receive more information from carnival creations
written by Amanda Torres Price published 2009-11-04 09:01:29
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