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LINGERIEPrima Donna and Marie Jo were the top brands for sales and sell-through at the lingerie indies polled, while Miraclesuit and Spanx were the best-performing shapewear brands. An overwhelming majority of indies said shapewear was a growing category and that they saw a spike in sales after TV shows endorsing shapewear
Top 10 Best-selling brands of the week
1 prima Donna2 Marie Jo 3 Triumph 4 Fantasie 5 Aubade 6 Lejaby7 Freya8 Lepel9 panache 10 Wonderbra
Top 5Best-selling categories of the week
1 Bras2 Lingerie sets 3 Nightwear 4 Knickers (all types) 5 Swimwear
Top 5Best-selling shapewear brands of the week
1 Miraclesuit2 Spanx 3 Bodywrap 4 Naomi & Nicole 5 Wolford
Quickfire questions
What brand has had the best sell-through so far for autumn 10?
1 prima Donna2 Marie Jo3 Fantasie4 Triumph5 Freya
Have TV shows promoting the need for good underwear boosted sales?
Yes 83%No 17%
If yes, from which brands?
1 Aubade2 Lejaby3 Marie Jo
Have you bought any product especially for Christmas?
Yes 69%No 31%
What proportion of your Christmas trade comes from men?
Average 42%
Do you expect to see an increase in trade during the run-up to Christmas?
Yes 76%No 24%
It’s frustrating that TV shows always direct people to department stores, multiples or Rigby & PellerJackie Upton, partner at Sheen Uncovered in Sheen, London
Evening star: nightwear by Lepel
on form: Triumph looking good
of indies say demand for shapewear has risen in the past five years
93%
Demand for shapewear is huge and is very TV-drivenSally Bodinar, owner of Anella in Penzance, Cornwall
Three lines of text here please three lines few words here please
00%Better
00% Same
00%Worse
Fashion in figures
29%Better
32% Same
39%Worse
Total week’s takings
Average spend
DATE:week ending november 12 2010
–1.9% Year-on-year change
£4,156TOTAL:
What were the total sales in your store this week?
What was the average spend per customer in your store this week?
Date:week ending NovemBER 12 2010
Average:
£ 73.80
How does your week’s business compare with this time last year?
November 26 2010 Drapers 13
Drapers spoke to 50 independents about their women’s lingerie business for the week ending November 12. Brands and styles mentioned in the lists, including the Top 10 and Top 5, are ranked when mentioned by five or more retailers
indicator
WOMENSWEARwomenSweAr trendS To catch up with the latest womenswear trends, visit www.drapersonline.com/trends/womenswear
of indies polled don’t use a tape measure when fitting customers
55%