“Leg Avenue premiered a new Plus Size Lingerie Catalog at ILS in March and has received rave reviews,” said Lisa Griffin, marketing manager at Leg Avenue. “Retailers are thrilled to have more plus size options in their stores and the feedback on the designs and structure have been extremely positive.”
While Leg Avenue always offered plus sizes, in recent months “we saw a hole in the current plus sized market, as did other manufacturers. Retailers have been very open about the frustration they felt not being able to offer their customers pretty, yet larger sized lingerie. There was definitely an opportunity in the market for well made and stylish plus size lingerie and we saw the hole in our own line as well. We researched what was currently being offered in stores and received feedback from several plus size customers, which enabled us to create an entire collection of plus size lingerie that is not only sexy, but fits and flatters a real plus sized woman.”
Griffin emphasized the Leg Avenue sought to provide the plus customer with more choices. “We gave curvy women more options to feel sexy in too: corsets, bustles, and chemises with cups built in. So many more options than what our existing line consisted of and now offer retailers more selections for their stores.” Overall, the marketing manager explained, “Plus size women are no longer hiding behind closed doors wearing shapeless muumuus. The new plus size woman is proud of her curves and wants to feel as sexy as her food deprived comrades. Manufactures now understand that this demographic is not one to be ignored. And when offered well-made lingerie and clothing,” this customer, “will pay a little more to look and feel good.”
According to Griffin, catering to the plus size customer is straightforward. “There is really no need to reach for technological advancements to make quality plus sized lingerie. Good design will take care of the few extra details that are important to fit and support in plus sized lingerie. Our new plus sized line addresses the need to have fuller cups, bra straps that are providing support and adjustability. The silhouettes are flattering, accentuating a woman’s best assets with strategically placed panels and supportive fabric.”
Right now the three best-selling styles, in the entire well-received collection, are: 86544Q-Crystal Corset-features venice lace details and velvet ribbon trim in black/burgundy. Size 1X/2X and 3X/4X; 86532Q-Lace cami garter with satin ribbon trim in black/fuchsia. Size 1X/2X and 3X/4X; and 86540Q-Rhinestone trimmed lace babydoll in black. Size 1X/2X and 3X/4X.
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written by Amanda Torres Price published 2012-06-02 18:30:34
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