If you are in the business of selling adult products, whether as a retailer or distributor, having a robust lingerie selection is vital. At one point, lingerie was treated as a bedroom-only item, which often meant inventory was comprised of scratchy lacey items available in limited sizes and colors. Today, lingerie items do double-duty as daywear and nightwear, allowing people to make fun, sexy fashion statements and mix-and-match their delicates with denim, blazers, high-waisted skirts, and other on-trend garments. With this shift has come an expansion of colors, fabrics, fits and a far wider range of sizing, making lingerie a must-have not just for shoppers but also for their favorite stores.
Simply put, lingerie has gone mainstream. It is more important now than ever not only to offer lingerie options but also to curate your selection with the most choices that appeal to the widest customer base. Let’s talk about how to do that!
Displaying a range of options at various prices will assure shoppers have access to items they can afford, which is important for retention and rapport.
What to Look For
Like with any buying process, your store’s lingerie selection will ultimately be dictated by demand. What do your customers like? What sells the fastest? What sizes, styles and colors do your customers ask for? The more size, color and style options you have, the more data you can collect about your store’s unique audience. That doesn’t mean you need to jump headfirst into the category — start slow by having a dedicated lingerie display that clearly showcases what you have in stock.
To create an inviting lingerie section, display a variety of items — teddies, rompers, chemises and more — in an array of colors. A sea of black lace isn’t eye-catching! And be sure that all available sizes are close at hand, and plus-size styles should never be in the back of the store. If you have the space to display both hanging and boxed lingerie, absolutely do so. The more a shopper can interact with the product, feel the fabric, test the stretch, and see the sizing and shape, the more likely they are to make a purchase.
While you’re at it, make sure to take price point into account. Displaying a range of options at various prices will assure shoppers have access to items they can afford, which is important for retention and rapport. This also offers an opportunity for them to upgrade to something a little higher end, once they’ve acquainted themselves with a particular brand or style they like.
Don’t Go It Alone!
Does this sound overwhelming? Fear not — your distributor should be available to offer support and take the guesswork out of selecting lingerie. For instance, does it stretch? Is it durable? We do the research ahead of time so we can be on hand to support customers who are expanding their lingerie selection — or venturing into this category for the first time.
We also look at sizing. Specifically, we always ask manufacturers if their plus-size garments are made by scaling up from smaller sizes or if they use plus-size fit models — an important distinction that we want customers to know about. Using plus-size fit models helps ensure that the garments are designed and made to fit and support a bigger body with thought put into the details. Did they widen the straps to accommodate bigger breasts? Did they widen the fabric on bottoms for better coverage and fit? Does the chemise hang at the right length so it drapes beautifully along the butt and hips? A strong distributor knows to ask these questions, so their customers don’t have to.
If You Stock It, They Will Come
The modern consumer is more discerning than ever and treats lingerie as an essential part of their daily wardrobe, which means they’re seeking pieces that fit their specific needs. And they know what they want! That means variety in color, style, fabric, sizing and price point is essential for establishing strong relationships with your shoppers and assure they keep coming back to see what’s new season to season. Putting this level of attention and focus on your lingerie department can help take your store to a new level, so don’t be afraid to experiment — and use your distributor for expertise and support along the way!
Bonnie Feingold is the president and CEO of adult products distributor Honey’s Place. Kyle Tutino is the company’s purchasing director.
