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Brands at CurveNY Focus on Elevating Basics

Customers want it all according to brands and retailers at CurveNY, which took place at the Jacob K. Javits Convention Center last week in New York.
The prevailing theme is that shoppers want to feel comfortable, but still feel supported and fashionable. Brands are fulfilling this demand by creating unfussy bras, underwear and lingerie that is basic, but special.
Elila, a plus-size intimates brand, showed a molded, strapless longline bra that didn’t have any exterior seams, a bra with tulip embroidery, and a bra made from stretch lace. Elila’s collection retails around $50 to $80.
“We are growing the assortment little by little and making more fashion pieces,” said Elila’s founder Ellen Jacobson. “Retailers want pieces that are going to appeal to a younger demographic who is in need of support.”
In terms of retailers bringing more plus-size items in-store, Jacobson said because retail real estate is such a premium, many buyers are keeping these styles online and asking Elila, which doesn’t sell directly, to drop ship, which she believes is positive for both parties.
“It limits liabilities,” said Jacobson. “They won’t be stuck with inventory and we won’t have any margin pressures.”
Curvy Couture, which targets customers with fuller busts, is expanding its wholesale operations.

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Via:: https://wwd.com/fashion-news/intimates/brands-at-curveny-focus-on-elevating-basics-1202770251/