NEW YORK — Avon Products Inc. is entering the plus-size business with a full range of innerwear bearing the Avon Style Plus label.
The plus-size lingerie, which includes bras, daywear, sleepwear, at-homewear and robes, is featured in a 16-page Avon Style Plus brochure — 16 million will be mailed this month.
The new plus-size lingerie has also been integrated into Avon’s 154-page catalogue, a move that will give Avon’s 600,000 sales representatives in North America an opportunity to leverage the full assortment of products, said Renée Peerman, director of apparel and accessories at Avon. In addition to Canada, the line will be sold by representatives in Puerto Rico and the Dominican Republic.
While the $7.7 billion Avon has offered branded lingerie in the past from names such as Warner’s, Scaasi at-homewear and Natorious by Josie Natori, the plus-size launch is an expansion of the company’s Avon Style franchise, which has grown during the past decade to include average-size intimates, casualwear, key item tops and layering pieces. The Avon Style Plus introduction “redefines the plus-size business by shifting from a one-style-fits-all to customized fit for style for the plus woman,” Peerman said.
Peerman said Avon saw tremendous potential for plus-size lingerie based on marketing research with NPD Fashionworld, which examined the wants and needs of 5,000 full-figured consumers. Fifty-two percent of American women are over size 14, she said.
“What the majority said they were looking for in their apparel needs was a good fit,” Peerman said. “Whether a high price point or a low price point, fit was very important. Quality followed, then price. They said they enjoyed the idea of shopping in their own home, an intimate setting, and that’s how we got the idea for [plus-size] lingerie parties at home.”
Peerman said representatives can stage at-home lingerie parties with a customer base of friends, family, co-workers and church and business groups. The Avon Style Plus brochure suggests displaying garments in a variety of styles around a room, preparing a comfortable changing room, putting on a mini fashion show and offering a raffle prize of Avon products with an entry for each garment ordered.Each item, which is sized and graded on a plus-size figure, retails for less than $30. Sizes are 1X to 4X. Special details include stretch laces and mesh, soft fabrics like polyester charmeuse and georgette, and adjustable straps and ties.
“We’ve taken the time to find prints that work for plus-size customers,” said Peerman, noting that a leopard-print charmeuse trimmed with hot pink stretch lace has received “positive feedback.” The holiday line will focus on key item tops, including Henleys with velvet trim, delicate French lace trims, paillette- and sequin-embellished sweaters such as cardigans, shrugs and ballet-tie tops, and “cozy, comfy” cotton pajamas and robes. The color palette will primarily be jewel tones, as well as a range of pinks and deep plum.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast