By  on August 3, 2009

The licensed Donna Karan Intimates and DKNY intimates at Maidenform Brands Inc. is focusing on comfort, fit and function with a luxurious twist for spring.

Describing the look and strategy of the DKI line, Rob Gardner, vice president and general manager of the designer collections, said, “We are reinforcing our core assortments, strengthening it and broadening it with a universal fit. We are doing trend-right product that’s meant to last.”

Among the key items by DKI that received strong retail reaction were four core bras that are an extension of the successful Comfort Worship group: a Cashmere Luxe Demi style; a Cashmere Luxe Strapless bra; a Cashmere Luxe Unlined Front-Close Demi style, and a Cashmere Luxe Solutions Halter with Attachment Strap bra. Colors are black, beige and mineral gray. Cup sizes are 32B to 38DD. Suggested retail is $72 to $78. A coordinating thong and boy-leg briefs are listed at $28 and $32, respectively.

Also key DKI items are shapers, including a Shaping Bodysuit selling for $82, a Shaping Camisole for $52 and a Shaping Waisted Brief for $42, all in beige. Sizes are S, M and L. The concept behind the control garments with a cashmere-like hand is “pretty shapewear that functions,” said Angelica Melendez, creative director.

Gardner noted that existing bestsellers by DKNY were “recolored, making the product new again. So, if we have a well-placed group, that consumer can still find something new.”

Among the hits by DKNY are two key shapewear groups: a retro-inspired group called Ravishing Romance Shapewear, which features a corselette retailing for $48, a waist cincher at $36 and a boy-leg bottom for $38, and Undertones Shapewear that has a Lace camisole with a built-in trompe l’oeil bodysuit underneath that sells for $38, a Lace T-Back Tank for $38 and a Lace Brief for $30. The tops have a ready-to-wear flavor and can be worn with jeans or under a jacket. All DKNY shapewear is sized S, M and L.

Regarding distribution of the designer lines, Gardner said DKNY intimates launched in July for the first time at Galeries Lafayette in Paris and the El Corte Inglés department store chain in Spain, as well as Hudson’s Bay in Canada in March. The DKI collection bowed at Canadian retailer Holt Renfrew in May. In addition to a variety of specialty retailers in the U.S., DKNY Intimates is sold at Macy’s. Nordstrom carries the DKI and DKNY lines.

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