Archive for the 'What’s New in Lingerie' Category
An Eco Friendly Bra
April 21, 2011
The UK retailer Marks & Spencer has launched, with great fanfare, the first ever carbon neutral bra. Okay, what exactly does this mean?
The lingerie collection is called Autograph Leaves, and the four bras, three panties and garter belt were made in Sri Lanka at an eco-model factory that had its carbon footprint certified by the Carbon Trust. That means they calculated everything that goes into the carbon footprint such as the components, manufacturing, transportation, even the amount of energy consumers will use to wash and dry the underwear.
One interesting discovery from calculating the carbon footprint of lingerie was the discovery of how much impact lace and embroidery have on the footprint’s size. So, lingerie that is simpler is also "greener." And, using manufacturing techniques that use renewable energy and reduce waste, they were able to reduce the carbon footprint by approximately 33% compared to traditional lingerie manufacturing.
"The complexity of a bra’s supply chain makes it the ideal product to learn about the practicalities of carbon footprinting, as it contains 21 component parts from 12 different suppliers," explains Mike Barry, head of sustainable business at M&S.
Find all bras at HerRoom in these departments:
Bras
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Posted by Tomima at 12:51pm
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New Playtex Bra Marketing Strategy Rolling Out in Europe
March 23, 2011
We’ve probably all seen those Playtex bra commercials on TV. The full-busted young women offering up their scripted opinions of how they want a bra to fit and feel while standing there in nothing but a colored or printed Playtex bra. This was Playtex’s effort to appeal to a younger demographic that has considered Playtex bras more for their moms and grandmoms than for themselves. So, this new marketing campaign in Europe is curious.
Playtex is investing $2 million towards branding Playtex as the underwear brand for women over 50. Called the "Feeling better than ever" campaign, it will use a 42 year old model. The goal is to reposition the brand to aim at this market that feels ignored. The message will be that Playtex knows you are really young at heart even though you are having to cope with body shape changes.
My guess is they will roll out a similar campaign in the US, once proved successful. Why? Because, like Victoria’s Secret, Playtex too abandonded their core customer who grew up with them. Turning to the younger population who is fickle and not as brand loyal just to be in the forefront of fashion may be trendy, but the money is with the boomers. This customer grew up, but hasn’t died. She’s the center of the Baby Boomer population – the largest in the USA. She grew up with those Jane Russell "Cross your heart" commercials and still wants them… and in white. Yes, it may be a less glamorous population, but they have the spending power and the needs to be met.
My money is on seeing the "Feeling Better than Ever" campaign in the US by the end of this year.
Posted by Tomima at 8:27am
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The Huit Brand is Making a Comeback!
December 13, 2010
The French brand Huit (pronounced "wheat" and French for the number eight) was in the clutches of bankruptcy. But no more! Eveden, the company that brings us Goddess, Freya, Fantasie, and Elomi bought it. Tracy Lewis, Chief Executive of Eveden came from the UK and visited me in our Dallas office just before Thanksgiving. She shared with me Eveden’s plans for the Huit brand.
By way of background, Huit is a very proud French brand and even includes ‘Paris’ on its label. Traditionally, it has been sold in better boutiques across the United States. HerRoom has also been fortunate enough to carry the brand for many years. The essence of the Huit brand is that it is stylish yet effortless, with hip colors. A premium brand, Huit focuses a lot on being fashionable. Therefore, less than 30% of the Huit products were ever basics. Most were fashion and one-time designs. The brand serviced the 32-38, A to D cup customer.
So, why did Eveden buy Huit? Tracy explained that it was an excellent expansion opportunity. Eveden brands have always been for full-figured women, so this was a very exciting chance to buy a well-known name brand that fits the average size woman. And, there are no plans to take Huit into the full-figure market.
What also impressed me was Tracy’s comment that Eveden retained the current Huit designers in France. Eveden really wants to keep and maintain the special qualities the Huit brand has had for years. Huit has also been a swimwear manufacturer, making swimwear with cup sizing. Eveden absolutely intends to continue the swimwear line as well.
The re-launch is planned for this coming February with new photography. And, there are plans to add 30 band sizes and take the cup sizing up to DD. Of special note, Tracy said to pay attention to the Cupcake Collection. The plan is to expand this further. HerRoom already carries this collection, and I’m crazy about how terrific it looks.
Three cheers for keeping a fabulous lingerie brand alive and moving forward.
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| Huit Cupcake Bandeau Strapless Bra | Huit Cupcake Full Cup Balconnet Bra | Huit Cupcake Magic Air Pushup Bra |
Find Huit lingerie at HerRoom in these departments:
Bras
Panties
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Posted by Tomima at 8:45am
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