The 15 most comfortable/best-fitting brands, ranked in descending order.
In a survey by NPD Group Inc., solid bread-and-butter brands capture most of the slots on the list below. Overall, women reject the trappings — and torture — of fashion. No pointy Jean Paul Gaultier bras or Alexander McQueen bondage gowns for them, thank you. The appearance of several large size brand underscores the fact that women come in all shapes and sizes. They’re also into fitness, with Adidas and Nike logging in at numbers 9 and 10, respectively. Once they’re in shape, women apparently take their toned selves to Victoria’s Secret, number 11.
1. HANES/HANES HER WAY
Consumers are responding to the “comfort message” in Hanes Her Way advertising, one of Sara Lee’s Intimate Apparel brands. Examples of body-friendly products include seamless stretch foam bras and butter-soft micro panties.
2. JUST MY SIZE
Just My Size, which is part of Bali Co., a Sara Lee Intimate Apparel brand, is designed for the specific needs of plus-size women. Products include apparel, bras that reduce strap “dig in” and relieve pressure on shoulders, and briefs with “tummy panels” for extra control and shaping.
3. ALFRED DUNNER
Alfred Dunner may be a name from the past, but consumers haven’t forgotten it. To prove that it hasn’t lost its touch, the company introduced Hearts of Palm for the 35- to 55-year-old casual, updated woman. “This woman has matured, had a few children, but is definitely not old-fashioned,” said a company executive. “She loves to look fashionable. The things out there either look too young or over the hill.”
4. FRUIT OF THE LOOM
Warren Buffett, chief executive officer of Berkshire Hathaway, who has selectively invested in apparel firms over the years, bought the operating assets of bankrupt Fruit of the Loom earlier this year for $835 million. It remains one of the best-known fashion brands.
39.6 percentThe line, which started out as a men’s slacks collection, has won women over. An executive of Levi’s, which owns the Dockers brand, attributed its success with the fairer sex to the company’s efforts to focus on “superlative fit, fashion and finishes.”
Lee targets a wide variety of customers, from teenage boys and girls to middle-aged consumers. The company offers apparel appropriate for a wide spectrum of lifestyles and a fit finder feature on its Web sites ask consumers key questions about their preferences and recommends styles.
7. LANE BRYANT
Lane Bryant offers fashion — satin-striped corsets, off-the-shoulder tank tops, baby ribbed T-shirts and beaded jeans — to that oft-neglected consumer group: plus-size women. The company operates with the egalitarian philosophy that women are entitled to the latest styles, no matter what their size.
8. BASIC EDITIONS
Kmart might be having terrible financial woes, but its private label assortment of basic tops, shorts and other wardrobe essentials scored well with customers. Basic Editions “complements every wardrobe,” according to the company, and is intended to mix well with other Kmart labels.
Adidas divides apparel into three groups: Sport Performance for performance-oriented looks; Sport Heritage for old-school styles, and Sport Style for sports enthusiasts who would rather look great watching from the sidelines. The company has even hired the iconoclastic Yohji Yamamoto to design the latter.
Nike, which has marketed its products to athletes and sports enthusiasts, is targeting a third group: couch potatoes. Aware that substantial growth in women’s activewear is not expected in the near future, Nike hopes to see women playing sports in its sweat suits as well as sporting them to the market and nail salon.
11. VICTORIA’S SECRET
The lingerie specialty store has brought thongs, tangas, peekaboo nighties and S&M-inspired teddies to a mainstream audience. The company says bestsellers include high-legged panties and bras that show lots of cleavage without lots of padding.12.CHAMPION
Champion, a Sara Lee brand, makes underwear for men, women, boys and girls. It also sells those ubiquitous sweatpants and sweatshirts you see burly men wearing in the weight room at the gym. Women responded to the brand for because it’s comfortable, roomy and free of superfluous details.
13. CAROLE LITTLE
Although Carole Little’s parent company was forced into bankruptcy in July, 2000, the designer’s products can still be found on plus-size Web sites such as Mostly Plusses. On Wednesday, Cherokee Inc. said it has acquired the Carole Little trademark and will license it to TJX Cos. (See story, page 3.)
Sag Harbor’s career-related separates for misses’, women’s and petite sizes aim squarely for the middle. The moderately-priced brand offers classic styling with the slightest hint of modernity. The brand, a division of Kellwood Co., is sold everywhere from Burdine’s to military exchanges for the Army, Air Force and Marines.
Why should thinnies have all the fun? Avenue, a plus-size chain, is at the forefront of fashion with current trends rendered in luxury fabrics — or some facsimile thereof. Holiday styles include panne velvet tanks, knit blouses with beaded organza ruffles and mandarin-collar jackets made of shangtung.
SOURCE: NPD GROUP INC., A MARKET RESEARCH COMPANY IN PORT WASHINGTON, N.Y., from a SAMPLE OF 4,016 WOMEN, 13 YEARS OR OLDER, WITH INCOMES OF UP TO $200,000.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)