There will be many overviews of the recent CurveNY show that will look at the fashion, the trends, and the key color of the Autumn/Winter 14 season. (Spoiler alert – it’s purple.) This is not one of those articles.
In giving retailers tools to help their businesses grow and thrive, the focus here is beyond the pretty – on the stories you may not have caught, but should understand for your business and for a deeper appreciation of the lingerie industry overall.
There were three brand-based stories that stuck with me in walking the corridors of Curve, all of which featured established brands and their unique positioning in the marketplace.
Did you notice anything different in the Simone Pérèle booth? It may not have been obvious, but the iconic French manufacturer just went through a rebrand. The new logo takes the previous Simone Pérèle ribbon and weaves it into an “SP” presenting the lingerie like a gift. That same “SP” can be found on each new bra.
It’s the description of the brand that really reveals the difference. The “old” Simone Pérèle was an ode to the heritage of the brand – the craftsmanship and history underscoring what it could do for a woman. The new positioning is all about the woman herself. “Be Yourself. Feel Beautiful. Try the impossible. Love your body. Embrace your unique femininity…” are just a few of the phrases in the catalogue to evoke this more modern, empowered Simone Pérèle woman.
Celebrating 100 years of quality, Velrose Lingerie was a great reminder that the lingerie we focus on at Curve does not always paint an accurate picture of what the American woman buys. The 17005 brief is their #1 seller. This brief is the definition of a basic at the very affordable 3 for $9 (MSRP). While it’s easy to be seduced by the luxury lingerie in the corridors of Curve, it’s a worthwhile reminder to stay focused on the customer, and what they really want. Sometimes, customers want high quality, value basics in comfort styles. Shadowline has a proven heritage of delivering on that brand promise.
It has been interesting to watch the evolution of the collections by Andres Sarda over the past few years, since the acquisition by Van de Velde. The luxury Spanish brand has been seeking the optimal balance between their design roots and the fit expertise behind Van de Velde’s brands (Prima Donna, Marie Jo, etc). This season, Andres Sarda hit its stride and found that ideal marriage of form and function. Edgy color choices and delicate patterns that are wearable on a wider range of bodies. People are sitting up and taking notice – which is why Andres Sarda was named the ‘Paris Capitale de la Creation 2014 Designer of the Year’ At Salon International de la Lingerie.