NEW YORK -- Foundations firms say that bigger bosoms will generate bigger bucks in 1995.
They are putting together more products that prop the bustline, cinch the waist and take care of just about any figure problem, from flabby tummies to sagging derrieres.
"Everything in the innerwear market is very vibrant right now, and we are into a good period of growth. Consumer confidence is good, and retail confidence is growing," said Donald J. Franceschini, executive vice president and a director of Sara Lee Corp. "Our intimate apparel business is very strong, up 15 percent in the U.S. in 1994. Our volume is being driven by innovation, and...I am very optimistic about a robust marketplace continuing into 1995. We see it across the board, from hosiery to intimate apparel."
Franceschini noted that the introduction of Wonderbra this spring by Sara Lee Foundations gave the company an "added edge." "It's been a very large success," he said. He would not provide figures.
"Our corporate strategy worldwide is that innovation is the leader. We believe we need to support the innovation with creative advertising," continued Franceschini. This year's ad budget was increased 40 percent, a lot of it for the padded, push-up classification, and it will continue at that level for 1995.
Franceschini said there would be several product introductions in intimate apparel in 1995. Among the brands Sara Lee manufactures and markets in the U.S. are Playtex, Bali, Hanes Her Way and Just My Size.
Linda J. Wachner, president, chairman and chief executive officer of The Warnaco Group, said, "There's a great demand for seamless bras and padded, push-up bras. I see good sales gains next year, and I think we are going to have a very strong six months."
Wachner further noted that Warnaco would expand assortments of padded, push-up bras under the Warner's and Olga labels, and the Not So Innocent Nudes by Warner's, a line of lightweight, seamless bras and coordinating panties.
Karyl Chongas, vice president and general manager of the Vanity Fair brand at Vanity Fair Mills, noted that because of the success of the firm's It Must be Magic cleavage-enhancing bra, there would be two more items for late spring: a sleekly tailored underwire bra of nylon satin that comes in eight colors, and a waist cincher with attached panty. Both items will be under the It Must be Magic label.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)