Have you ever wondered why lingerie retailers sell the lingerie they do? How do trends come about, and how do retailers decide that a small ‘trend’ is going to turn into a popular (and profitable) one?
This interview with Shugofta Khan from Spurst answers some of those questions from the perspective of the retailer…
So, who sets the trends in lingerie?
People are highly influenced by the media, so celebrities and fashion/runway shows definitely impact the trends in lingerie. We have those seasonal trends, and we also have trends that are here to stay.
For example, white lingerie tends to sell better during the summer months because of wedding season, whereas darker, richer colors do better during the winter/holidays. Trends such as camouflage, pin-up style, and animal print are a few that have been around for a while and we don’t see them going anywhere anytime soon.
Do customers mainly buy ‘trendy’ lingerie or stick to classic shapes and prints?
At Spurst, anything that looks basic doesn’t do as well as the trendier pieces, so in our experience customers mainly buy trendy lingerie.
Strappy lingerie is the biggest trend right now. By Fever, available at Spurst.
Is there any way you can know or predict what’s going to be popular so you are prepared?
We let our customers tell us what is popular. The beauty of having an online presence is we can track which exact queries people are searching for. If we see a boost in the query “floral chemise”, it is a sign we need to stock up heavily on floral lingerie. The same goes for sizes; we can track if there is a surge in searches for a specific size which in turn lets us know we need to have that in stock.
We also use social media as a medium to gauge how popular a particular trend is. We have a great marketing team who are very much in touch with our customer base. If we are not sure how a style will perform, we ask our customers ourselves! They love giving us feedback on whether they love or hate a style so it’s quite simple for us to know if a trend will be a hit or a miss!
How does that affect you as a retailer?
From a business point of view, we are always watching out for what our customers want. If we see that a particular style or trend is doing well, we will be sure to include more like it. For this reason, we can confidently say that we go where the market takes us.
Do some styles sell better in certain sizes than in others?
There is a difference, however it’s a minute one. Contrary to what people may think, curvy women love taking risks… in our plus size line, the sexier pieces are always the first to go.
Do you have any other questions you’d like to ask Shugofta on how retailers choose what to sell?
Featured image by Rayand.