Summary of news published during Week 37-2014
THE FIRST attempt to produce and market a 3D printed bra, which is reported upon in this issue, constitutes a major milestone in the evolution of the lingerie industry. Even though, for one reason or another, the project may be stillborn, or fail to prove viable, it blazes a trail that others will follow. As conceived, the project combines the advantages of online shopping with the customization that consumers want. The big question mark is whether women will have faith in the guarantee of privacy for the video they are asked to provide and in the promise of a perfect fit. The premium price also could prove dissuasive for a product that represents a technical innovation. Nor is it made clear whether the customized bras can be returned if the consumer finds the fit less than perfect, since it would be difficult to dispose of such customized returns. Nevertheless, the concept is so attractive that alternative ways of marketing are certain to be found, if necessary, creating a new challenge for existing brands.
BACKGROUND – developments to bear in mind
SUPPLIERS – information from the upstream sector
THE APPAREL SCENE – news of brands & labels
DISTRIBUTION – evolution of chains and channels
EXHIBITIONS – what to see and where to trade
FINISHING TOUCH – The smile for this week