It’s a fact: ready-to-wear and underwear have inseparable connections: boom of the lingerie worn as ready-to-wear, slipdress…

In order to inject a lifestyle dimension to their collections, enrich their lines and generate additional and complementary sales, ready-to-wear brands have already launched their own lingerie designs, in the form of coolabs (Uniqlo x Princesse Tam Tam, Albertine x Bompard), or “homemade” development (Stella McCartney, Brigitte Bardot).

 

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One way to increase the offer, and benefits! If sales of ready-to-wear are still struggling, the lingerie market grew by 1.7% in 2015, and continues to rise.

A desire to strengthen the offer lingerie that also stands in retail: the department store Printemps Haussmann has revised this year its lingerie and hosiery segmentation, and gives it more importance by moving his Lingerie floor of the “home” building to the main building which houses fashion and luxury. A confusion of genres reigns on collections and merchandising to offer more mixed and desirable products.

Thus, the lingerie brands are not outdone and in turn develop some parts of ready-to-wear to decline their creations on differentiating items, while providing sense in lingerie / ready-to-wear collection: an offer that meets and is complemented.

This is the case of Charlott’Lingerie, No. 1 selling home lingerie, which launched this season his collection of ready-to-wear. One way to retain its customers and attract new customers through multiple offers.

 

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The luxury lingerie house La Perla find the means of its ambitions and presents its new artistic director, Julia Haart, who will participate in the launch of the new women’s ready-to-wear collection. The house intends to strengthen its diversification strategy through fashion collections, with a “revolutionary” SS17 collection in the words of Silvio Scaglia (Pacific Global Management). The house does deliver on its promises?

To go further, Carlin dare go to the homewear collections to transform them into ready-to-wear: Oysho’s AW16/17 collections are perilously close of daily wear, to our delight. Stylish, modern, minimalist items and even an editorial fashion magazine, materials and prints taken from the ready-to-wear trends …! Pieces to take to the streets! Would you dare?

 

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Pauline Bonafous

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