CAMBRIDGE, Ontario—As the second installment of Sex and the City prepares to hit the silver screen on May 27, lingerie sales are growing alongside ticket sales.
Popular culture has had a positive influence on the intimate apparel industry in the last year because of the mass-media trend of showcasing 40-somethings living fabulous and independent lives. Anything the Sex and the City girls touch turns into gold, and lingerie is no exception.
“Our lingerie sales alone have increased 30 percent since 2008 and Coquette overall has had sales increases of 15 percent,” said Marcus Horea, vice president of sales and marketing for Coquette. “We have noticed that this increase could be attributed to women 35 and older who are purchasing more lingerie, becoming our largest consumer demographic.”
Sex and the City’s widespread success has generated many more television shows and movies like Cougar Town, depicting older women as youthful and single, challenging conventional gender roles.
“Women today feel empowered to dress sexier while still asserting themselves in society, particularly in the workforce. These new shows portraying women over 40 as independent and fashionable has encouraged their viewership to pursue this lifestyle. Lingerie is a large part of feeling sexy, no matter your age,” said Elaine Carson, senior designer at Coquette.
The demand for lingerie among women over 40 is a definite market trend, and Coquette offers styles for any taste, age or figure.
For more information on Coquette’s collections, or to request a catalog, visit Coquette.com, call (519) 623-8661, or email [email protected].
