(Filed Under wholesale Lingerie News). The “sexier” silhouettes in the Wood Underwear collection — the thongs and jock straps — have won a permanent place at the company, as well as with a wide range of retailers.
Wood, which is celebrating its tenth anniversary this year, “added thongs late 2016 to test the waters. And the response was phenomenal,” explained owner Terresa Zimmerman. “We quickly had more and more requests to add a jock strap. Our jock, introduced in early 2018, has kept the pace. We really hit stride in the past year. And we haven’t looked back...Well, except to look at the backside. (Yes, we have fun at Wood.)"
“The Wood thong is as comfortable as it is sexy,” she explained. “With a 1” plus back it covers just enough to stay where you put it. The straps on the jock are a comfortable width so they are substantial enough to cradle your behind and not so slight that they cut into you. As with all Wood styles, we aim for ‘no feel’ underwear. You shouldn’t have to worry about it. Both have our ever popular Wood waistband. And both silhouettes have a contour pouch for comfort hold...and a super sexy look.”
Both styles come in “a range of core and fashion colors. These have been so popular for us that we now automatically assume they will come in every seasonal colorway we start showing. They retail at $22.”
“Our sales numbers prove out a great consumer reaction. The fun part for us is to see these styles start quickly evolving to become part of a man’s wardrobe and not just for a specialty occasion. They are truly functional silhouettes. There is a reason a thong and tanga do so well for women: comfort, function, fit and more. And, of course, they are sexy. Men are starting to realize these styles aren’t just a novelty, but have a performance function in their wardrobe. The fact that they feel extra sexy in them is a total bonus.”
Zimmerman declared: “our men’s specialty clothing store base is also growing, both in the physical space and mind share they dedicate to the underwear category in their store. And the diversification of that category itself. They are not as quick as the sexy stores to bring in sexier silhouettes, but they truly understand wardrobing and what underwear can do to make the rest of the wardrobe a success. The messaging is important, and they get it. Wood offers drop ship so even if these stores don’t have great comfort carrying sexier styles, they are still able to offer them...and do.”
“We’ve had such fun with the sexier retailers,” Zimmerman continued. “They start with us thinking they’ll only carry our thongs and jocks. They end up carrying most of our line. It’s the opposite starting position from our men’s stores, but they get to the same place. Wood isn’t a one and done purchase. As it proves itself as a brand in these stores, customers start to look for them as a source of their daily underwear too.”
Wood has had success with sexier retailer, even though some are known to favor lower price points. “We work with our retail stores to understand their customer and to help them pick a selection that works. We also don’t have minimums, so we don’t burden a store that is unsure about our price point, with stock they’ll feel heavy with. We have definitely started slow with stores that have a price sensitive consumer. But once they start, they grow. Every one of them. Wood is a premium product at a reachable price point. And Wood proves its value to their customers.” Sexier stores that carry Wood include: “many Adam & Eve stores across the country. As You Like it, Tres Chic, Fascinations, Eclectica, Pleasures, Venus, Cupids, Esprit, and many others,” according to Zimmerman.
“Wood values relationships,” she concluded. “We are very service focused in the way we sell into stores. And the way we can follow up with customer care. Our sales expansion will be focused on expanding our sales force with like minded sales pros who value relationships and authentically care about helping them drive their business. That’s what drives ours. Call us. Try it. The Wood thong and Wood jock are definitely sexy. As is the rest of the line. It’s important to note: sexy is a state of mind. Confidence. Feeling good in what you are wearing. Wanting to show it off. All of our Wood styles do that. #WoodIsGood.”
Find Wood on NuOrder or contact them directly at firstname.lastname@example.org.
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