Fab Foundations: L’eggs Plastic Eggs Return


                by Ali Cudby

I remember going to the store with my Mom and seeing the L’eggs plastic eggs containers on the shelf. Too young to wear “pantyhose” (as we called them back then) the eggs always beaconed to me, making me wonder about what treasures could be found inside something that so closely resembled an Easter morning treat. I wanted those eggs! By the time I was old enough to don the legwear inside, the eggs had long-since disappeared from the shelves.
Imagine the joy when I heard the iconic eggs would be making a glorious return for a limited run. “We’re excited to bring back a part of the L’eggs brand heritage that’s remembered and cherished by so many,” says Angela Hawkins, vice president, general manager of legwear at HanesBrands. Of course, the legwear itself has been around, in the form of Sheer Energy.

Do you have fond memories of the L’eggs eggs? (Or not.) Find out more about the celebrations planned for the eggs atwww.leggsluckyegg.com. Need a commemorative L’eggs egg for your lingerie collection? I do! The L’eggs eggs are now available nationwide, but only for a limited time.

Ali Cudby is the author of the book Busted! The Fab Foundations™ Guide to Bras That Fit, Flatter and Feel Fantastic (December 2011), and CEO of Fab Foundations™, an intimate apparel consulting company.
Ali can be found on Twitter @alicudby, and you can be a fan of the Ali Cudby’s page on Facebook. To learn more about bras that fit, download a free chapter of Busted! 
  

via McPete Sez Newsletter.

Fab Foundations


  
                   by Ali Cudby

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.

Simone Pérèle:
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.

Shadowline:
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.

Andres Sarda:
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.







Ali Cudby is the author of the book Busted! The Fab Foundations™ Guide to Bras That Fit, Flatter and Feel Fantastic (December 2011), and CEO of Fab Foundations™, an intimate apparel consulting company.
Ali can be found on Twitter @alicudby, and you can be a fan of the Ali Cudby’s page on Facebook. To learn more about bras that fit, download a free chapter of Busted! 
  

via McPete Sez Newsletter.

Fab Foundations: Take Your Lingerie Business to the Next Level


              by  
by Ali Cudby 



In my consulting work with lingerie businesses, the number one theme I hear from clients is that they want their businesses to grow and thrive. While they love the reward of helping women look and feel better in their bodies, they find themselves working long hours, and wishing for a healthier bottom line. Whether these businesses are just getting started, or have been around for years everyone wants to work smarter instead of harder, have the flexibility to enjoy their free time, and see their business flourish.

Oftentimes, they want all of those benefits but are confused by what they should do to attain their goals. Or they are overwhelmed by the number of options out there – what should they do first, and how should they begin?

My business is built on providing tools to help take lingerie businesses to the next level, because the only thing worse than doing nothing is doing the wrong thing. Too often business owners end up stuck doing nothing because they don’t have access to expertise that understands challenges unique to the lingerie industry.



My eBook 7 Steps to Boost Your Lingerie Business is designed to help lay the groundwork for growth. Building your business on a fab foundation means knowing who you are and what you stand for. It means clear communication to your customers and having the benchmarks to know how to buy, and what to buy. It’s the foundation of your foundations business. (I’ll be talking about these important 7 steps in a seminar at CurveNY on February 23rd at 2pm. You can register to attend. And, by the way, the book is currently available to you as a free download)


For those who are committed to taking things further, and want some shortcuts to get there, there’s a new program called The Intimate Circle with Ali Cudby. This program offers tools and an exclusive membership in a community of likeminded lingerie professionals. The Intimate Circle is a monthly subscription to an online learning lounge that hosts interviews with industry experts, tools that will help your business grow and thrive, and a members-only access to an online community forum where you can get the answers you need when questions come up.

Says Florenda Pickett, owner of Esteem Lingerie and Certified Fitter, “It is so exciting to work with an industry professional that understands and can communicate the full complexities of the lingerie business. This includes understanding ALL customer needs, product solutions and retail requirements. Ali is truly an asset to the lingerie industry in helping us empower and build confidence in women.”

Learn more about The Intimate Circle with Ali Cudby:http://www.fabfoundations.com/intimate-circle/ 


Ali Cudby is the author of the book Busted! The Fab Foundations™ Guide to Bras That Fit, Flatter and Feel Fantastic (December 2011), and CEO of Fab Foundations™, an intimate apparel consulting company.
Ali can be found on Twitter @alicudby, and you can be a fan of the Ali Cudby’s page on Facebook. To learn more about bras that fit, download a free chapter of Busted! 
  

via McPete Sez Newsletter.

Fab Foundations: Is Your Return Policy Hurting Your Lingerie Business?


              by Ali Cudby 

This month I sat down (well, technically, we Skype’d) with Alison Rubke, owner of Los Angeles luxury boutique Faire Frou Frou.

Faire Frou Frou is a gem of a store with a thriving online presence, as well. They sell “the every day fabulous,” with high-end offerings from Mimi HollidayLascivious and Claudette.

Like every single retailer, they deal with the challenges of returns. In our conversation, we talked about the most common questions from people like you in the business of lingerie:

• How do you determine a return policy that won’t hurt your business?
• When do you make exceptions?
• How do you deal with customers when they’re unhappy with the policy?

Even with a clearly stated return policy that’s printed right on the receipt, customers expect boutiques to offer the same flexibility of large departments stores when it comes to returns.

Watch the interview to hear Alison share her stories of managing return-based issues in her business, and enjoy the opportunity to talk with other lingerie professionals about return policy challenges you face in yours.


Ali Cudby is the author of the book Busted! The Fab Foundations™ Guide to Bras That Fit, Flatter and Feel Fantastic (December 2011), and CEO of Fab Foundations™, an intimate apparel consulting company.
Ali can be found on Twitter @alicudby, and you can be a fan of the Ali Cudby’s page on Facebook. To learn more about bras that fit, download a free chapter of Busted! 
  

via McPete Sez Newsletter.