Buyers: Fuller bust consumers demand sexier styles

Larger-cup lingerie designers need to “ramp it up in the sexy stakes” to meet the demands of fuller bust end-consumers, according to DD+ buyers from Debenhams and Figleaves.

Speaking at a roundtable discussion hosted by Lingerie Insight earlier this week, Figleaves junior lingerie buyer Agnes Dewhirst said she is looking to stock a fuller bust brand on the company’s Erotique online boutique.

“The Erotique section on our site does incredibly well and we’ve had an overwhelming response from customers that they want it to offer larger cup styles,” she said.

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“Scantilly [from Curvy Kate] is perfect for us and we want to build on that. There are a couple of brands that will be going from our portfolio and there aren’t really direct replacements for them. So that’s what we’re looking for – that kind of sexier product."

Curvy Kate has launched Scantilly, a new, more risqué brand for AW15. The brand, described as “Curvy Kate’s naughtier friend”, will include peek-a-boo bras, waspies and briefs in sizes from 30DD up to 38HH, according to Drapers.

“Customers really want to go in for the whole Fifty Shades type of product, and we’re finding that brands like Pour Moi?, for example, are doing really well because they are pushing it for the G+ customer and they’ve got that strapping detail,” Dewhirst continued.

Debenhams senior buyer Clare Gorton agreed: “For me, I am looking for strapping and, also, sexier knickers. I know the focus is on the bra, but actually it’s nice to see more attention paid to the knickers, so larger key holes on the back, cut-aways and colour. Generally, I am looking for collections that have ramped it up in the sexy stakes.”




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