Fine maternity lingerie are reportedly becoming part of the Christmas shopping list among adults this year, a clear indication that despite the financial crisis, there’s still enough time for sizzling love among people. This observation was voiced out by lingerie giant Triumph.
Triumph expects a massive increase in sales this holiday season as shoppers are now ready to splurge out a bit from their hard earned money. They may have held on to their budget during the early parts of the year but this time, they can readily splurge on lingerie despite the hard times. Getting sexy can make someone feel better and look forward to a positive new year.
Triumph also announced that it will be giving part of the proceeds on sales of its special Christmas lingerie line to Tribute to Bambi Foundation, a non-profit children’s charity organization.
Leading British brand for maternity and nursing underwear, Amoralia, has won the award for the best export business in the Lingerie and Beachwear category at the UK Fashion Export Awards.
Jules Fossett, Director of Amoralia, accepted the award from HRH the Princess Royal, President of UK Fashion Exports.
The business has more than doubled year on year, with highest sales in the US, Germany and Belgium. Its distribution has grown from eighteen stockists in its first season to more than one hundred in eighteen countries.
Amoralia launched its diffusion range with high-end French maternity chain ‘Amor pour Veronique Delachaux’. They supplied the best selling bra to Pea in the Pod, a chain that has more than sixty stores in the US. Online sales have soared thanks to the web site launch and great press awareness.
The design team at Amoralia has changed the once functional commodities into a stylish, fashion-focused range for pregnant and new mums. They also do loungewear swimwear and mother and baby gifts.
The brand is moving forward, focusing on US and Eastern markets and is already represented by four international agents who cover France, The Netherlands, Italy, Germany, Belgium, Denmark and the East and west Coast USA.
HOTmilk creator Lisa Ebbing, says that the gap in the market for maternity lingerie is global. A pregnant woman in sexy lingerie, straddling a sexy hunk with a six pack isn’t usually the the first image associated with maternity lingerie but it has enabled HOTmilk to grow into a global entity with 300 boutiques worldwide, over just the past two years.
Whilst some people think it is all a bit risque or inappropriate, the sales speak for themselves; pregnant women can still be sexy. Women also can need a bit of help to feel sexy again either during or after pregnancy, where traditionally cutesey and sweet maternity lingerie would make you feel more frumpy than empowered, beautiful and confident.
The ad campaign features pregnant models in sassy bra and knicker sets, posing on a bed floating on a lake.
The styles are are lined with organic cotton, which is soft and breathable against the nipple and the whole range is designed to be raunchy ad feminine and also functional. The maternity bras have a clip which crops down for feeding are they are underwire free.
Angelina Jolie, Nicole Kidman and Jessica Alba, all incredibly beautiful, strong, women and all recently pregnant and looking fabulous, are also driving sales and influencing attitudes. When a celeb is seen dressing glamorously when pregnant, other mothers-to-be want to do the same.