(Filed Under wholesale Shapewear News). Shapeez is off to a strong start in 2014, with sales growth running at 40% over the first five months of 2013 according to David Berner, EVP and CFO. And a significant part of this growth has come from professionals in unexpected arenas.
Yes, a good portion of its sales come from a combination of expected factors: a dramatic upswing in the number of stores carrying the brand; organic growth from existing customers; and the introduction of new bras that share in the company’s patented technologies. The Sportee sports bra that rocketed off after its launch last year is a prime example.
Meanwhile there is a steadily increasing number of professional women who have found Shapeez garments to be helpful — or even a requirement — for their special jobs. These special uses range from hotel uniforms, to garments worn by female law enforcement officers under their bullet proof vests, to stage performer to wear under costumes.
Key to these diverse applications is the patented design elements incorporated into all of the Shapeez products — now close to a dozen different styles. As designer and founder Staci Berner explains, “all of our garments are based on our patented smooth-back design and are made from breathable moisture-wick microfiber that draws moisture away from the body to keep you dry and comfortable.” All the Shapeez products include a full support bra as well as a full back to prevent back bulges and bra lines from showing through.
“Even from the start, several years ago, we noticed law enforcement officers writing us about our products,” said David Berner. “They tell us our bras give them better support and stay in place more comfortably under their uniforms than ordinary bras. At the same time the fabrics we use keep them cool and dry.”
Shapeez bras, with their full back coverage, also appear nightly on Broadway. “For many of the same reasons, there are many actresses who wear our bras under their costumes for every performance,” continued David Berner. “With hundreds of eyes on them every night they certainly don’t want the revealing lines and bulges of traditional bras showing through. We have a retailer in New York who is constantly telling us about yet another show we are in.”
“In Las Vegas alone there are tens of thousands of women who were a prescribed uniform. And hotels there and elsewhere are making Shapeez part of required attire,” said David Berner. Such products as the Shapeez bras, the Tankee Long top or even the new Tankee Slip (which extends all the way down to mid-thigh) are worn as underpinnings, or can even be used as part of the uniform itself. For example, the Tankee Slip in black “can even be worn as outerwear when paired with an institution’s uniform jacket or top. It looks like a little black dress. However they wear our products, the result is a smooth, clean profession look.”
While the Berners emphasize that they will never take their attention away from solving the everyday bra-wearing issues of the average woman, “It is gratifying,” concluded David Berner, “that so many women — and institutions — in a variety of high visibility fields have moved to Shapeez products in situations where looking professional is not just a choice but a requirement.”
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