WHENEVER we pass a lingerie store, or go through the lingerie section of a department store, professional interest prompts us to stop and view the garments displayed. We have been doing this for years, but have never seen microencapsulated functions, whether fragrant or cosmetic, clearly indicated on displayed items. This may account for the extensive media coverage given to the news that a French manufacturer of men’s underpants is to launch a range of briefs and boxers featuring scent microcapsules. It also seems to show that journalists regard the underwear as newsworthy, despite the technology having been available for years. The industry’s inability to get news of new fabric and garment functions through to consumers, whether due to shortcomings in communications, labelling or inadequate information and training of retail sales staff, is reducing appreciably the potential of new technologies to boost sales of innerwear. When brand owners find ways to communicate effectively with their target customers at the point of sale, demand for intimate apparel with specific functions is likely to rise, regardless of economic conditions.
BACKGROUND NEWS – developments to bear in mind
ITALY: start of economic recovery predicted for 2014
SRI LANKA: new knitting concern reports rapid growth
SUPPLIER NEWS – information from the upstream sector
INVISTA: Lycra Beauty fabric range expanded
ELASTIC: A/W 2014/15 collection reflects new strategy
LIEBAERT: new investment supports strategic objective