Sloggi to expand into athleisure for AW18

Sloggi presents its ZERO Feel range at INDX Intimate Apparel.Sloggi presents its ZERO Feel range at INDX Intimate Apparel.

Everyday comfort brand Sloggi will launch an athleisure range for AW18.

Sloggi Move will aim to deliver wearable, comfortable and high quality everyday athelisure wear at accessible prices.

The range will comprise three segments – Relax, Balance and Move, depending on the wearer’s level of activity, and will target customers will an active lifestyle.

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It will be introduced to buyers following the launch of the ZERO Feel Bralette and Bra-top, which are currently being presented to trade at INDX Intimate Apparel.

ZERO Feel will enter UK stores on March 8, to mark International Women’s Day, and will be at the centre of a global campaign for SS18.

The move comes after Sloggi sold more 1.75 million pieces from the collection in Japan alone last year.

Sloggi will also launch a premium sub-label, S by Sloggi, for SS18.

This range consists of four seamless underwear lines – Serenity and Silhouette for women and Simplicity and Sophistication for men.

It is designed to offer unrivalled comfort without compromising on style.

Speaking to Lingerie Insight, Anna Stark, head of marketing for Sloggi Northern Europe, said retailers have responded positively to the new launches.

“We have had a fantastic response from our customers to the new collections. They have consistently commented on the high quality fabrication, accessible pricing and marketing support,” she added.

“They see S by Sloggi as a great addition to the brand architecture and have commented that this will serve to elevate the brand with a halo effect into the core lines.”

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