“Dreamgirl’s strongest point is that we see the Plus woman as sexy in her own right,” explained Susan Feldman, senior VP of merchandising and design at Dreamgirl. “We have developed some very sexy styles in our Black Diamond collection – body stockings and garter dresses that make that larger woman feel totally confident and sexy as they accentuate her curvaceous figure. In each of our lingerie collections,” she continued, “Fall, Holiday, Valentine’s and the new Encore, we have selected one style from each grouping to produce in plus. We have started modifying the styling and construction to give better support or more coverage where needed. We don’t just size up. We understand the special needs of the full figured woman.”
In response to the growing importance of the plus market, “We have made a concerted effort to increase our marketing communications to the plus consumer. Dreamgirl has signed its first plus model to an exclusive contract for 2012,” Alicia Brockwell, director of marketing continued. “Dreamgirl has gotten a great response from our retailers on our increased access plus marketing materials as well.” Brockwell added, “About 64% of the women in the US are a size 14 or larger. Plus is more mainstream than ever before in fashion. If you do not design or market to the plus consumer you are losing sales opportunities. “
Feldman explained how strong the trend has become. “Now women, themselves are speaking out and demanding attention. At Dreamgirl, we think there is a new confidence in the women today. They embrace their size. Sales started growing on the internet since that was the only place this woman could find clothes that were for her and not her grandmother. Magazines are now focused on her and she is proud of who she is. For all these reasons, the marketplace is on fire with plus size fashion.” As of today, she noted, “About 20% of our lingerie and costume divisions account for plus styles.”
At Dreamgirl the top three selling plus styles are: 7990X – Flirting with Danger – Red Diamond Style O/S Queen – an off the shoulder baby doll with matching thong; 3644X – Starlet Satin – 1X/2X, 3X/4X - Stretch satin garter slip with under wire foam cups and detachable garters; and 0096X - Budapest – Black Diamond – O/S Queen – Fishnet body stocking with lace neckline and ¾ sleeves and open crotch.
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written by Amanda Torres Price published 2012-06-02 18:28:40
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