HELPING OUT: Lucy wants its customers to look great from behind. The VF Corp.-owned activewear brand has introduced Perfect Booty, the first new pant style it has released since 2011. The Perfect Booty, which is priced at $108, has a patented design that includes mesh on the hips and thighs, supportive compression targeted to the glutes and side seams. “I was grateful for the little boost it provided. You definitely feel like you are being supported in that region,” said Dawn Dzedzy, director of brand marketing at Lucy. So far, other women agree. “Sales have been pretty good. We made our entire plan in the weeks’ first day,” she said. Pants are Lucy’s calling card accounting for 40 to 45 percent of its sales and are merchandised on a pant wall in its stores. Lucy has 57 stores currently, but expects to open about six this year and increase to a total of around 100 stores in the next five years.
January 31, 2013