The chief organiser of the forthcoming INDX Intimate Apparel show has identified post-surgery underwear and shapewear as key growth areas in the lingerie sector.
Amanda Partridge, who’s worked as a buyer in the independent sector for more than 12 years, said more retailers are realising the importance of stocking these targeted product ranges.
“Post-surgery is definitely a key growth area. We are becoming better at and more open in discussing women’s health issues generally and obviously breast cancer is one of the most major and wide-reaching topics,” she explained.
“We are also becoming more focused on well-being and taking care of ourselves through all aspects of our lives and, through listening to their customers’ demands, more and more retailers are beginning to realise the importance of stocking post-surgery/mastectomy product ranges.”
Partridge and her colleagues at Associated Independent Stores believe growth in the shapewear sector will be driven by the wellness trend, technical advancements, celebrity endorsement and a renewed consumer interest in this area.
She also noted that more retailers are beginning to pay attention to add-on sales by stocking complementary ranges including underwear solutions, accessories and resortwear co-ordinates.
“And, of course, the demand for larger cup brands continues to rise,” she added.
In direct response to these trends, INDX Intimate Apparel will be showing a selection of specialist brands when it opens in August.
“We will be introducing a wide selection of brands offering specific expertise and that includes post-surgery ranges from brands such as Anita, Royce and Nicole Jane, shapewear ranges including Janira, Maidenform, Miraclesuit, Esbelt, and Ann Chery and a host of large-up brands including, Fantasie, Freya, Rosa Faia, Katherine Hamilton, Curvy Kate and Panache,” said Partridge.
“Meanwhile, brands such as Pia Rossini, Miss Matisse, Acqua & Sale and Wrapz offer fantastic resortwear, and By Wishes, Magic BodyFashion, Eve’s Bra and Secret Weapons provide a host of add-on sales inspiration.”
INDX Intimate Apparel will take place from 6-8 August at Cranmore Park Exhibition Centre in Solihull.
Look out for the July issue of Lingerie Insight to read the full interview with Amanda Partridge.