Venerable lingerie brand Playtex has launched its first-ever hosiery collection for AW14, Lingerie Insight has learned.
DB Apparel, the brand’s parent company, has created the new Playtex UK range from existing, bestselling styles within its European hosiery brands.
Innovative, tested styles from the French brands DIM and Chesterfield, plus products from the German Elbeo brand, will form the 18-style collection, which will enter stores in September this year.
The collection was introduced at the Indx trade show in Solihull last month, where buyers were able to touch and feel the products for the first time.
Innovations include the 24h Soft, a line of sheer, semi-opaque, ultra-opaque tights, which feature a thermo sealed patented waistband designed to deliver hold, while remaining comfortable. This style is a best seller in France, where it has a market share value of 5% and 3 million units are sold each year.
This style was added to the collection after Playtex found from a survey that 40% of women refuse to wear tights due to discomfort of the waistband.
Objective 1 Size Down tights will also be introduced to the UK market for AW14. This range features Active Slimming Tights and Active Slimming Footless Tights that contain Acti-Mineral crystals, which continuously massage the skin and encourage micro circulation to reduce the appearance of cellulite, according to Playtex.
In a study carried out on 25 women last year, the tights were proven to reduce 1.9cm of the hips, and 2cm off the thighs in seven days.
The study was carried out by an independent laboratory between March and April 2013, with participants having worn the tights for a minimum of eight hours per day, for 28 days.
Other lines in the collection include Expert in Silhouette tights, which are designed to provide effective shaping. Styles within the range, which were made with Lycra Beauty, include Flat Tummy Tights, Slender Legs Tights, Triple Action Sheer Tights and Triple Action Tights.
Playtex believes that, with its new hosiery collection, it will achieve the same “perfect fit and support” for legs as it has achieved for breasts with its popular collection of bras, panties and shapewear.
Playtex brand manager Michaela Goldsmith said: “The Playtex Hosiery Collection is set to answer all of the needs of our fabulous ‘ageless generation’ consumer.”
“The impressive innovations will bring excitement to the category, with all styles being affordable and of great quality. We can’t wait to see the range in store,” she told Lingerie Insight.
Also in the collection, buyers will find Beauty Support tights and knee highs. These products have been developed to reduce swelling, and revitalise hard-working legs, thanks to its graduated compression that continually massages and stimulates, according to Playtex.
There’s also Perfect Elegance – ultra sheer tights in 10 and 15 denier. This line also features lacy hold ups.
Then there’s Time Resist, which features Playtex Sheer Ladder Resist tights and knee tights made with Lycra Fusion technology, which prevents laddering.
The complete Playtex Hosiery collection will launch in September 14, with recommended retail prices between £5.00 and £14.00.
Playtex will support retailers with hosiery fixtures, promotions, window displays and in-store staff training.