Byline: K.M.

NEW YORK — Even without specific signage, the new corset boutique at Macy’s Herald Square is proving to be a hit.
“We sold out of half of our corset inventory the day it opened,” said Benny Lin, fashion director of Macy’s East. Since the opening rush, on Sunday, Sept. 11, aided by a nearly full-page ad in the New York Times, sell-through has averaged out at more than 25 percent.
“The response has been overwhelming, and it will be a prototype for more corset shops at our branch stores for holiday selling,” said Lin.
The additional locations have not yet been selected, he said.
Also to be decided is signage for the area, but Lin said it most likely would be called The Corset Shop. Decor in the 200-square-foot shop features framed photos of featured styles.
The best-selling item has been a short seamless bustier by Natori of nylon and Lycra spandex with padded push-up underwire cups, retailing for $48. It was featured in an ad in the New York Times the day the shop opened.
Other top-selling corsets have been short-line styles, including an allover lace number by Va Bien for $53; a backless allover-lace style by Smoothie by Strouse, Adler, for $30, and Lady Marlene’s vampish lace corset with removable garters, for $39.
Lin further noted that reorders have been placed on all of the best-selling corsets. An order for corsets by the licensed Christian Dior label at Bestform Foundations came in mid-week, and corsets by Only Hearts are expected in October.
To play up the heightened need for corsets under the season’s structured clothing, the boutique displays fitted jackets draped unbuttoned over two corset-wearing mannequins.