(Filed Under wholesale Lingerie News). Jimena Rosas of Canada-based Body Hush has closely watched the plus size market over the year. “We have seen this trend grow in Europe in the past,” she began, noting that now even “most of the top European lingerie brands have adapted to this trend.”
“We now have that big growth in the North American market. More and more brands are incorporating sizes from 1X to 6X in some of the best selling styles.” It is the responsibility of wholesalers to do a good job in adapting and adjusting “our product for this customer.”
As with most of the companies we survey, the plus market “is very important to us and that is why we are bringing up our sizing up until 2X without any increase in price in the product,” said Rosas. “We believe that the plus size customer should be treated as a regular size customer and that she should also be paying the same price for her garment.”
Marketing to the plus segment is important for Body Hush. “Since we currently sell to the top Canadian plus size chain we are certainly investing heavily in our plus-size customer market.” Looking ahead, she continued, “We do have plans to go up to the 5X size within the near future since we are in fact offering a very different product from [what is available in the rest of] the market and we would like to make it available to the plus size customer. We also have a very important differential advantage from our competitors since our price points are also very competitive,” she explained. At Body Hush the plus size customer does not “have to pay a premium price. Having competitive pricing will also allow us to reach the market more aggressively and with a higher margin for the retailers.”
“What Body Hush offers that is well suited for the plus size [market] is that all of our four different collections of shapewear fulfill different shaping needs. So the plus size customer would be able to fulfill all her different shaping needs with our different lines — from the basic control, to the contemporary shaping outerwear garments, the Glamorous satin shapewear to the everyday control briefs—all of our collections are available for them and all these different shaping needs would be fulfilled with our brand.”
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