Shapewear sheds inhibitions - Apparel Merchandising

Discount Store News, May 6, 1996 by Shari Sanders

Vassarette recently introduced a newly designed line called UnderShapers, of which shaping panties are a key element. "We wanted to introduce a collection that women would feel comfortable wearing every day with her slacks or skirts, and when she gets dressed up. We're moving to bring shapewear into the mainstream," says Chris Fuentes, Vassarette's director of marketing.

UnderShapers come in several styles. One style smooths and shapes with a molded back that lifts up the derriere. Other models aim to shape hips and tummies with panels offered in light, moderate or firm control. Lace and fashion colors add punch to the mainstays white and ivory. Retail prices start at under $5 for light control.

Playtex has expanded its Secrets line and now offers three collections for the mass. Lace Impressions features embossed floral prints and a touch of lace in hi-cut brief and traditional panty silhouettes, with a moderate tummy control panel hidden by lace. Colors are white and powder. Satin Bouquet is a line of tailored looks with satin floral accents shown in white and champagne tones. Lace Accents, with the feel of silk, offers just a touch of shaping.

For women who want an even softer level of control, there is the new No Nonsense Great Shapes line of shaping panties with Lycra. They are produced by Wundies Industries and marketed as a brand extension of Kayser-Roth's popular No Nonsense Great Shapes pantyhose line. The collection offers women the comfort and support of control top pantyhose without the hose. Four seamless styles, including all-over shapers, tummy tuckers, rear definers and boy-leg cuts are constructed of 80 percent nylon, 15 percent Lycra spandex and 5 percent cotton. The line (retail $3.99 each) will be shipped to stores later this month.

Retailers are refining their presentations of the ever-growing selection of shaping panties. Target segments shaping panties from regular panties on its own fixtures within the intimates department. Lifestyle photo toppers offer consumers a visual idea of what shapewear can do for their figures. The assortment features Playtex Secrets and Target's house brand, Honors Intimates. Prices run up to $15.

In Bradlees' Shape Shops, panties are merchandised on the department's back wall on pegs and on butt-forms with special signing. Hi-cut and regular-style briefs are by far the best-selling styles, says Epstein, with price points ranging from $3.99 (light control) to $15.75. A private label two-pack brief program, retail priced at $6.99, has been very successful and will be expanded this year.

In a revolutionary move that falls in line with its plans to upgrade its assortment and presentation, Bradlees brought in this spring one full-time, trained intimates specialist into each of its top 100 stores. "These specialists will have extensive product knowledge, know how to set up the floor and most importantly, help the customers with fits and styles," says Epstein. If the program is successful the way she expects it will be, specialists will be placed in each of the chain's 124 stores for fall.

Manufacturers are helping retailers educate consumers about the benefits of shaping panties. "We've worked on special fixturing, hang tags and point-of-sale materials," says Vassarette's Fuentes.

Wundies offers retailers the option to merchandise its Great Shapes line on 2 1/2-ft. displays that fit 25 pegs. Informative packaging helps consumers choose the appropriate size and style. Sizes run 5/6 (small/medium), 7/8 (medium/large) and 9/10 (large/extra-large).

The emergence of shaping panties has not had an adverse effect on cotton/Lycra non-shaping panties. "Those looks are on trend," says Epstein. "The styles that will be affected are flat jerseys--they've been downtrending for some time. The panties of the future will be those with some degree of Lycra in them, whether they shape or just fit well. Women are looking for elasticity and firming qualities. They want them to look good and make them look better."

Discounters are hoping that shaping panties will help them become a destination spot for intimates. "If we keep focusing on important trends, like shapewear, we will become an intimates destination," says ShopKo's Chustz.