View Slideshow

The march back to basics is giving way to a heightened appetite for fashion in intimates, underwear and sleepwear.

This story first appeared in the August 30, 2010 issue of WWD. Subscribe Today.

Of course, the price-value equation remains paramount and innerwear companies at the recent spring market featured special groups and key items that focus on color, texture, embellishments and fabrications that enhance the perceived value of the product.

Susan DeMusis, executive vice president and general merchandise manager at The Carole Hochman Design Group, said retailers wanted pretty lingerie looks for tweens and teenagers. “We were asked by certain retailers to do bralettes by Betsey Johnson for tweens and small-busted girls for $20 to $24 [retail],” she said. “It’s a great price point and a way to get younger customers to the brand.”

Miami-based Cosabella has been “asked to make baby dolls longer, hippy-looking peasant dresses in printed and solid viscose straight from our sleepwear range…everything strapless is booking from slips to baby dolls,” said Guido Campello, vice president of sales, marketing and innovation. “The color orange is huge, from papaya to fluorescents.”

At Richard Leeds International, “The best-booking items were part of collections, a top that can be mixed or matched with a number of pants, or shorts that go with multiple tops,” said chief executive officer Marcia Leeds. “Retailers were looking for price drivers — one key item that can drive sales….Retailers really liked looks that an 18 year old or a woman over 60 could wear. We call the classification junior crossover.”

Eileen West, designer of her namesake sleepwear collection, said stores were both “adventurous but cautious with fashion and proven items….They wanted color and texture, but they also wanted items like a white-on-white embroidered group that was a small group this spring but sold very well.”

Many best-booking items during the market also took a cue from ready-to-wear trends such as baby dolls that double as peasant dresses. Among the most popular with retail buyers were:

Brand: Cosabella
Suggested retail: V-neck cami, $69.50; low-rise thong, $18.
Fabrication: 100 percent cotton top; polyurethane and elastane thong.
Classification: Better
Distribution: Major department and specialty stores and boutiques.

Brand: Disney at Richard Leeds International
Suggested retail: $28
Fabrication: 100 percent cotton jersey.
Classification: Junior crossover into young contemporary.
Distribution: Midtier department stores and specialty chains.

Brand: Oscar de la Renta at The Carole Hochman Design Group
Suggested retail: $150
Fabrication: 100 percent cotton with floral jacquard, yarn-dyed stripe detailing.
Classification: Designer
Distribution: Better department and specialty stores.

Brand: Eileen West at the Komar Co.
Suggested retail: $58
Fabrication: 100 percent cotton with grosgrain trim.
Classification: Better
Distribution: Better department and specialty stores.

Brand: Natori at the Natori Co.
Suggested retail: $160
Fabrication: 100 percent polyester.
Classification: Designer
Distribution: Major department stores.

Brand: Betsey Johnson Intimates at The Carole Hochman Design Group
Suggested retail: $24 for bralette; $20 for boy-cut briefs.
Fabrication: Blend of Modal and cotton.
Classification: Contemporary
Distribution: Better department and specialty stores.

load comments
blog comments powered by Disqus