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Curvy is the New Full Figure: Body Positive Millennials Driving Change in Intimate Apparel
Curvy is the New Full Figure: Body Positive Millennials Driving Change in Intimate Apparel
August 17, 2017 at 9:00 AM EDT
This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20170817005501/en/
Playtex Love My Curves stays true to the bra brand's core competency of smoothing, lifting and supporting, but updates its look with fresh, modern styling that includes moderate coverage - a first for Playtex and something curvy women specifically asked for. (Photo: Business Wire)
For starters, millennials and other body positive women of all ages prefer the term “curvy” to describe themselves and the apparel they wear. Curvy women, nearly a third of the intimate apparel industry, are also demanding intimate apparel products designed and made specifically for their body types without compromising the fit, variety, selection, style, color and features available in other sizes.
Following a yearlong immersion with curvy women, the company’s Maidenform and Playtex intimate apparel brands are introducing new bras, panties and shapewear designed to meet the needs and tastes of curvy women using language they prefer.
“Body positive women are embracing their curves and have become a force
in the intimate apparel category,” said
Curvy is a significant and growing part of the
New Curvy Intimate Apparel Lines
Tapping into the curvy movement, the stylish Maidenform brand is introducing Maidenform Curvy shapewear, and the iconic full-figure Playtex brand is introducing the Playtex Love My Curves line of bras and, for the first time, matching panties.
Maidenform Curvy is unlike other shapewear in the
industry. Shapewear is typically sized up based on misses patterns, but Maidenform
went back to the drawing board. Using curvy fit models, the brand
developed patterns and designed its new shapewear line based on curvy
women’s bodies – unheard of in the industry. Additionally, the line
offers patent-pending design features to improve fit and flex-to-fit
lace that enhances the line’s aesthetic and provides increased comfort,
along with anti-static, cling-free fabric with wicking technology that
makes the line more cool and comfortable. The shapewear, which is
offered in new 1X to 4X sizes, fits women that wear U.S. dress sizes 16
to 30 and can be found at major department stores and online starting at
“We listened to curvy women’s frustrations regarding the choices
available in the category and responded with a completely new design
process and shapewear line to meet their needs,” said
Playtex Love My Curves stays true to the bra brand’s core
competency of smoothing, lifting and supporting, but updates its look
with fresh, modern styling that includes moderate coverage – a first for
the Playtex brand and something curvy women specifically asked
for. The new collection is also available in larger sizing (up to G
cup), and for the first time ever, offers a line of panties to match its
bras. Bras retail for
“Curvy women are tired of overpaying at specialty stores or getting
pushed online to find the right size and aesthetic,” said
Curvy Insights to Intimate Apparel
During the yearlong research project,
- Call me curvy. Forty-two percent of millennials prefer the term “curvy” over “plus size” and “full figure.” Older demographics were split evenly between plus size and full figure, but women of all ages reacted positively to the curvy descriptor.
- Give me the same products. All women, including curvy women, want beautiful, modern intimate apparel that fits their lifestyle. In the shapewear category, curvy women want to look and feel great, which means products available in the right sizes, with a comfortable fit and attractive styling. In the bra category, curvy women want less coverage with the same support and with a feminine, modern aesthetic, and 63 percent of curvy women want the ability to match their bras and panties.
-
Curvy is the new normal. According to WGSN’s Body Positive: New
Plus Size Retail Strategies report issued in 2016, the average
American woman is now a U.S. size 16 to 18. HanesBrand’s research
indicates that women are entering the curvy market earlier than in
recent years: 35 percent of women are plus-size by age 25 and 44
percent by age 33. And The NPD Group’s 2015 Women’s Special Sizes
Study reported that the number of teens buying plus-sized clothing in
the United States doubled between 2010 and 2015.
Both the Maidenform Curvy and Playtex Love My Curves intimate apparel lines are available at Kohl’s, JCPenney, Macy’s and other retailers, on retailers’ websites and online at www.OneHanesPlace.com.
Maidenform
Maidenform designs fashionable intimate apparel that provides
wardrobe solutions to complement a woman’s personal sense of style. An
intimate apparel leader since 1922, the Maidenform brand creates
modern and versatile bras, panties and shapewear that enhance her shape,
empower her style and celebrate her confidence. To learn more about Maidenform,
follow the brand on
Playtex
Playtex is a leading manufacturer of bras, and now panties, in
View source version on businesswire.com: http://www.businesswire.com/news/home/20170817005501/en/
Source:
HanesBrands
Carole Crosslin, 336-519-3201
or
O’Malley
Hansen Communications
Mike Wilmering, 314-721-8121
Data Provided by Refinitiv. Minimum 15 minutes delayed.