Jenni Burt, head of buying at Figleaves, was part of the judging panel that oversaw the brand categories of the 2015 UK Lingerie Awards. Here, she discusses the work that goes into creating private label product and reveals why the boudoir category caused her the most trouble.
What did you most enjoy about judging the UK Lingerie Awards?
It was great to spend the day with my peers from across the industry, there was a great mix of experience and we were all really impressed with the high standards of product design and innovation. To see so many successful brands, from the established to the new kids on the block, really gave the day a fabulous mix.
Which category impressed you the most and why?
I was really impressed with the boudoir category. There are many brands playing in this space now as boudoir styles have become a staple part of a woman’s wardrobe. Boudoir lingerie is definitely much more desirable today. We took some serious time judging this category.
Why are the UK Lingerie Awards important to today’s industry?
It is important to recognise the hard work and effort that goes into creating private label product. From designing and pattern cutting to selling in store, it is very much a team effort. In a tough retail market, the lingerie and swimwear sector seems to be going from strength to strength and it deserves its moment in the spotlight.
How can a lingerie brand stand out in the market from its competitors?
The brands and retailers that have their customers’ lifestyles at the heart of their business are the ones that will stand out.
What three factors make a commercially successful lingerie line?
Knowing your customer, unquestionable fit and value for money.