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Activewear look from VATA Brasil.
Activewear look from VATA Brasil.

Added: Nov 2011

Added: Feb 2011

Added: Feb 2011

Added: Feb 2011

current news

VATA Targets Intimates Retailers at Curve

VATA Brasil sports bra, shots and leg warmers.
VATA Brasil sports bra, shots and leg warmers.

(Filed Under wholesale Activewear News). VATA Brasil is making its debut at next week’s CurveNV to address demand from potential customers in the intimate apparel industry, according to Daniel Langevin, C.O.O of Vancouver-based VATA Enterprises Inc. The activewear producer previously exhibited at MAGIC.

“[Intimate apparel retailers] have experienced a flattening of their business and activewear apparel such as VATA Brasil is a natural extension,” Langevin said. “The experience of Kohl’s also played a role in this. They have told us at our last meeting that they could not sell bras online but since carrying VATA Brasil their best-selling style online with [us] is our sports bras. Our one-size-fits-most concept is proving to be extremely well-suited for the online environment.”

Langevin added that Kohl’s was able to attract a new consumer demographic by carrying VATA Brasil, which is at the upper end of the discount retailer’s price spectrum.

Commenting on the company’s decision to switch from MAGIC, Langevin said: “[We wanted] to test to the waters within the lingerie and intimate apparel retail environment. MAGIC has and continues to evolve into more of a junior sportswear, designer and kids casual sportswear show. We felt a little lost in that environment; not to say we won’t be back at a later date.”

At CurveNV, the company’s team will exhibit the entire assortment of activewear apparel, and will also test Size G; a potential new size that accommodates women from a 12 to 18, and GG, which fits 20 to 26. VATA Brasil is testing the larger sizes in 18 of its best-selling styles, including tops, sports bras, capris, pants and jackets.

If customers react positively to the new sizing, Langevin claimed the new line will be an extension of the company’s one-size-fits-most concept, which fits women from size 0 to 12.

“Statistics show that 63 percent of American women are sizes 12 to 26,” Langevin said. “Research has shown that they are also tired of not finding the apparel they are looking for. It is time to address their needs. Also, women who wear sizes 12-plus have made it very clear that they just want what is already out there, no more, no less. We are prepared to offer that in the same coloration and fabrication […] Why can’t these women shop in Sports Authority, Hibbetts, Scheels, Dicks or Sports Chalet among others?”

more wholesale Activewear News >>

Published 02-10-2011 by Amanda Torres Price

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