Price Shopping at Curve NV
More than 1,700 buyers came to the Curve NV lingerie show ready to write brands that would add a burst of fashion to their sales floors. Buyers from Neiman Marcus, Nordstrom and specialty stores throughout North America attended the Feb. 16–18 run at The Venetian in Las Vegas.
Though the recession was like a rain cloud hanging over the minds of exhibitors and retail buyers alike, both parties were optimistic with refined business strategies. Curve NV offered guidance with a seminar titled “Navigating the Storm,” led by Ellen M. Lewis, who runs the retail consulting company Intimate Product Concepts. Three manufacturers—Wacoal, Cosabella and Chantelle—offered their expertise as well as the owners from specialty stores Adrienne Clarisse in Libertyville, Ill.; Bella Intimates in Rye, N.H.; and Donna Bella Intimates in Corvallis, Ore.
Manufacturers sharpened their designs to provide the highest value at the best price.
“After Christmas, after Valentine’s Day, [buyers] have an idea of what sells in the store in this economy, then you go into market and know what you want to buy,” said Samantha Chang, producer of the Boutique Lingerie show, owner of Showroom 1122 in New York and lingerie manufacturer. Chang tweaked her eponymous line, which includes a fancy silk and lace group and a versatile cotton lounge group in response to retailer demand for “things that are pretty, different, nice quality, practical.” Wholesale price points range from $17 for a lace back thong to $45 for a slip dress.
Karen Richardson was on the hunt for “new fashion” for her 1,200-square-foot store, Intima, in Pacific Palisades, Calif. She shopped the Fall lines of brands such as Carol Malony and Blush for baby doll–like items that would retail around $60. “Anyone that I’m picking up now, it’s all about price,” Richardson said. “If we’re not having a sale, [customers] ask me for a discount.”
This was the first time that the buyers of Luxe Lingerie in Beverly Hills traveled to the CurveNV show instead of the lingerie market in New York. “Times have changed,” said co-owner Chris St. James. “You have to change with the times. You have to be economical today.” Chris St. James and his wife, Lesley St. James, who is also co-owner, shopped designer lines Fifi Chachnil, Andres Sarda, Cervin Paris hosiery and browsed the men’s lines N2N Bodywear and JM with an eye on price. Lesley said they are cutting back on the ultra-expensive “over the top, costume-y, avant-garde pieces.” Luxe Lingerie’s new targeted retail price for a bra and panty set is under $180, whereas last year, it would have been $300. “We’re still going to be sexy. The look still has to represent Luxe Lingerie, but we have to look at the price point as well,” Lesley St. James said. —Rhea Cortado
