Market visits / retail checks
Back to diversification, away from thirteen in a dozen T-shirt bra variants… that is our first impression after shopping two of the major fashion cities, New York and London. The bralette and triangle craze that pre-occupies New York, including big editorials in the Wall Street Journal, also hits London. However the British capital has another strong point …
With the opening of its giant 37,000 sq ft (3,447 sq mtr) BODY STUDIO the London department store has launched the discussion how traditional shaping and seductive intimates fit together with leisure classifications in modern experience-driven retailing.
Re-inventing the modern shopping experience. Cash-in on the opportunities of a changing fashion landscape where individualism is a growing attitude. For lingerie retailing and branding the need to break away from bra/panty dependancy is very urgent. Online shopping takes a big share of the replacement buying and new fringe brands in lingerie rather start online than include wholesale.
Victoria’s Secret show the best example of design uidity in which a fusion of contrasting styles are reshu ed for a complete new look. A plethora of straps and elastics are the most telling example of contemporary style in intimates, in which bondage, sport and lingerie mix into something graphical and modern looking.
Two things that New Yorkers talk about – food/restaurants and health/fitness! There is an activewear shop on every corner, especially in the Flatiron district where all the big names have flagships.
Looking Good – a new generation of functional, wearable lingerie with very high visual impact. The overriding looking-good aspect is directly related to the changing distribution landscape, whether shop display or E-commerce, strong visual impact is a commercial must!