sizing up the lingerie & swim market

19 August 2009

The Australian branch of UK intimate apparel and swimwear company Eveden Group is bucking recessionary trends with standout growth, following a pricing re-structure and a nationwide blitz to educate women about fitting. Eveden specialises in catering to fuller figured women with brands including Elomi, Freya, Fauve Goddess and Fantasie.

General manager Australia & New Zealand, Janine Fisk, said the company's recently released results showed a 50 per cent rise in sales for FY 2009 compared to the previous corresponding period. This was driven by strong unit sales due to lower prices points, increased door coverage across the country and demand for differentiated lingerie and swimwear aimed at fuller figured women.

Fauve had reduced its price points from $189.95 to around $139.95 while Freya had dropped its price points from $99.95 to $74.95, she confirmed. "We haven't compromised on construction or fabrication, but where we've managed to cut costs at the back end of our business, we've passed those savings on to our stockists."

"Our PR Company Symbol is now also going to be driving extra press on this new [price] launch over the next month or two. We have them working on four of our brands now, Freya lingerie, Fantasie Lingerie, Fauve Lingerie and Elomi Lingerie as we believe it is very important to invest in our brands and assist our retailers with continued marketing support and driving brand awareness."

Fuller figured consumers were heading to Eveden brands in droves, drawn by high end product with ultra feminine, on trend detailing not previously seen in the fuller figured market, she said. Eveden's first outing at the upcoming Melbourne instalment of Fashion Exposed from August 30 to September 1 would offer retailers enticing fuller figured product at attainable prices.

"Given the tough economic climate we've been experiencing, retailers are now looking for new inspiration as they re-stock following more cautious buying in recent months."

Stockists would also benefit from the company's education drive on correct bra fittings.

"We're becoming the 'Trinny & Susannah' of the intimate apparel world. We run workshops and road shows all aimed at giving people a greater understanding of what a well fitting bra can do for a woman's figure. Once stockists have that information it obviously does wonders for sales."