Fab Foundations: The 3 Keys Retailers Should Understand About Lingerie Manufacturing


                by Ali Cudby


Recently, at The Intimate Circle, I spoke to Moira Nelson about the elements of manufacturing retailers should understand in order to buy and sell more effectively.


Buy for your ideal customer

Like a retail store, a lingerie manufacturer must convey a clear message about their brand. Particularly at a start-up, which is where Nelson’s Bra La Mode focuses its consulting efforts, it’s critical for a company to speak in a cohesive voice to its audience. The video clip from our interview illustrates just how deep that conversation goes to identify a brand’s ideal client. When a manufacturer is clear about its audience, it makes it easier for a retailer to determine whether it’s the right fit for their store.


Ask for selling points

When you appreciate how a garment is made it becomes easier to value a given garment – both for the purposes of buying and selling. Asking the right questions about a garment’s development, construction and sales process creates a win-win for you and the manufacturer. They provide you with the information that sets their brand apart and makes them great, and you get the selling points you need to help customers appreciate the brand, as well. When you can speak knowledgeably about the product in your store, it allows you to sell more authentically and enthusiastically, and your expertise shines through. Customers want that expertise from you, which lays the groundwork for future loyalty…and sales.

Be a good partner

As you become a more informed buyer and seller, and impart the unique benefits of a brand to customers, it’s inevitable that you’ll develop deeper connections with the brands you sell. Creating relationships and being a good customer to your vendors opens the door for more opportunities. Remember that vendors trust you to represent their products to customers, and have a vested interest in your success. When you are a good customer, they will want to reward that with the tools you need to sell, such as GWPs and visual promotions for the store. It’s like that song in Chicago (but without the jailhouse graft) “When You’re Good To Mama, Mama’s Good To You.”


Image via http://emmastoneinzombieland.blogspot.com/

Taking the time to understand lingerie manufacturing opens up many avenues to becoming a better resource for your customers, a better partner for your vendors and a more profitable business.

The entire interview with Moira Nelson is available in The Intimate Circle.

This article originally appeared in Lingerie Briefs

Ali Cudby is the CEO of Fab Foundations®, a lingerie consulting company that has helped retailers andmanufacturers around the world spread their message and elevate their brand. She is the founder of The Intimate Circle, a members-only online learning lounge for retailers, with a focus on business shortcuts, community, and taking lingerie businesses to the next level. She also founded The FabFit™ Academy, an international online bra fit training and certification program. Known as America’s #1 Bra Coach, Ali is the author of the bestselling book on bra fit, Busted! The Fab Foundations® Guide to Bras That FitFlatter and Feel FantasticBusted! was an Amazon bestseller for over a year and is also available in a Spanish language version, entitled ¡Tómatelo a Pecho! (roughly translated as “Take it to Heart!”).
Ali can be found on Twitter @alicudby, and you can be a fan of the Ali Cudby’s page on Facebook.

via McPete Sez Newsletter.

Registration for the Fab Fit Academy Now Open


Bra Fit expert Ali Cudby will be opening her online bra fitting course for industry professionals, The FabFit™ Academy. Learn the art and science of helping customers find bras that fit with the technique retailers and manufacturers around the world are using as a training tool in their business.

This year, the FabFit™ Academy will be offering three ways to learn Cudby’s trademarked fit techniques:

1) Fab Basics, a one-hour class designed to introduce new employees to fit techniques.
2) A self-guided course that allows for access to all of the core modules in the Academy for study at someone’s own pace
3) The full certification program, a certification seal that can be used in your business, extra bonuses worth hundreds of dollars,
and personal feedback as you go, which is priceless.

The Academy is used as the basis of training for retailers worldwide, such as Bare Necessities, one of America’s leading e-tailers. Laura Burke, Director of Customer Service says of the FabFit Academy, “Anyone selling bras should take this course. It will make your customers come back for more.”

Industry veteran Florenda Pickett, owner of Canada’s Esteem Lingerie, shares, “This course is thorough, all encompassing and a sure fit in fast tracking a novice fitter to becoming a truly well
trained professional bra fitter.”

To gain access to the Academy, just go to the FabFit Academy website and sign up to get notifications. Registration ends May 16th.

via McPete Sez Lingerie Newsletter.

Fab Foundations: A First-Timer’s Look At ILS


                by Ali Cudby

This month, I’d like to tell you about my first time.

At ILS, of course. (What did you think I meant?!?)

Yes, it was my maiden voyage to the International Lingerie Show, and it was a fantastic experience. Of course, many things that were new to me were old hat for many — being offered a “piece of ass” at the Erotic Chocolates booth, seeing models garbed solely in glittery appliques at Xotic Eyes and Body Art, and the frenzied rush for front row seats and giveaways at the fashion show.


Exotic Eyes & Body Art

As I prepared for the show, I really didn’t know what to expect, given the stories shared with me, courtesy of the McPete Sez Newsletter team, Tia Lyn and iCollection’s Tony Lam.

While much of what I experienced was right in line with what I expected, there were a number of surprises that greeted me at the show.


Coquette

Focus on Plus.

I loved seeing the number of brands that offered a wide range of product for full figured women. A lot of the booths not only had the products but also put real effort into making them more flattering to a curvier form. Coquette and Baci were just a couple of the brands that went out of their way to emphasize the importance of inclusiveness in their lines.

Because, Science.

While there has always been a crossover between sex and health, I didn’t expect the science-forward approach that some vendors used to sell at the show. I saw vegan and organic lube from Sinclair Institute. The fine folks at Revel Body presented charts, graphs and math to illustrate performance data in relation to the competition. I certainly didn’t anticipate discussing the technology that allowed the Svakom “Gaga” camera vibe to simultaneously vibrate and record a steady image.


Sinclair Institute

Warm Welcome

From the time I arrived until the moment I left, the people at ILS were friendly, fun, and inclusive. I felt welcomed and as a result, truly felt the warmth of the environment. (And we’re not talking about the weather. Rain in Vegas? Really??) Several vendors mentioned that this was a particularly great show, and that the number and size of the orders written was an indication that the industry is headed in a positive direction. Just as a negative outlook on business can create its own self-fulfilling prophesy, a positive outlook can be carried into stores, into conversations with customers and translate into sales. Let’s hope that continues to be the case across the board.


Ali Cudby is the CEO of Fab Foundations®, a lingerie consulting company that has helped retailers and manufacturers around the world spread their message and elevate their brand. She is the founder of The Intimate Circle, a members-only online learning lounge for retailers, with a focus on business shortcuts, community, and taking lingerie businesses to the next level. She also founded The FabFit™ Academy, an international online bra fit training and certification program. Known as America’s #1 Bra Coach, Ali is the author of the bestselling book on bra fit, Busted! The Fab Foundations® Guide to Bras That FitFlatter and Feel FantasticBusted!was an Amazon bestseller for over a year and is also available in a Spanish language version, entitled ¡Tómatelo a Pecho! (roughly translated as “Take it to Heart!”).
Ali can be found on Twitter @alicudby, and you can be a fan of the Ali Cudby’s page on Facebook.

via McPete Sez Newsletter.

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.