Looking for a way to add something new to your offerings? Consider packaged lingerie, which is in many ways just like the perfect romantic partner- low maintenance and smokin' hot.
For those in the adult novelty business, finding something new and intriguing to add to your list of wares is part of the challenge-and the fun-of the industry. For lingerie manufacturers who enjoy much success crossing over into this segment of the industry, packaged lingerie offers a variety of options that appeal to male and female customers alike.
For Los Angeles-based lingerie manufacturer Dreamgirl, Inc., this translates into a growing inventory of packaged lingerie. Their 2008/2009 catalog is comprised of nearly 50 percent packaged styles, which include Red Diamond women's lingerie; White Diamond bridal lingerie; Black Diamond packaged hosiery; and Dreamgirl's brand new Blue Diamond packaged men's intimates.
"This is a growing front for us," said Dreamgirl marketing manager Lar Hovsepian. "And due to overwhelming buyer and consumer feedback, we continually develop new styles that are merchandised in our Diamond packaging." Eric Schlobohm, international sales director at Shirley of Hollywood, agrees that the trajectory of racy one-size-fits-all pieces over the recent years has been straight up. "Initially, we came out with a clam shell package, which was standard in the industry back then, but four years ago we completely revamped the collection, adding hosiery and playsets." The response to the made-over line, redubbed H.O.T.? "The reaction in the market was phenomenal," Schlobohm says. "We continually get comments like ‘I can't keep it on the shelf,' ‘When's the next line coming out,' ‘Add more.'" The H.O.T. collection now includes over 130 different styles.
Says Wilson Kello, creative director at Hustler Lingerie (which offers over 200 packaged styles), "‘Growth category' is an understatement. Customers can virtually triple their floor space, and in so doing, decorate their walls with beautiful images."
THE TOTAL PACKAGE
Packaged lingerie has many benefits over its hanger-bound counterparts. For starters, the packaging makes it far easier to deal with, from managing your inventory to displaying it in an appealing manner. Marcus Horea, VP of sales and marketing for Coquette International, notes that packaged goods stay clean, contained, and ready to display. This is particularly true given that many manufacturers offer ready-made POP displays, such as counter fixtures as well as free-standing display racks that are made specifically to show off their packaged goods.
Intimate apparel manufacturer Forplay's national sales manager Scott Funaro is extremely proud of the company's branded racks for packaged lingerie. The racks are freestanding and made specifically to showcase Forplay's packages. He says that these racks add value to the product because they set it apart from items hanging in groups on the wall. For retailers wondering if these racks could create blind areas in the store and their impact on shrinkage, Funaro says, "You can also see through these racks, so you can worry less about theft."
Hustler's Kello feels that a great benefit of packaged lingerie also is that it reduces shrinkage. By encapsulating the separate parts, fewer elements will disappear due to sticky fingers or getting lost in the shuffle.
Understanding just who the packaging is meant to woo is part of the science behind the sell. Shirley's Eric Schlobohm thinks his company has the formula down, having recently revamped the packaging on their H.O.T. line. "We initially had a black background that did fantastic and really retailed extremely well. Then went to a softer background that pops even more," he explains. The main reason was to make a product that appealed to a broader demographic, "more open to both the men and women keying in on it," Schlobohm points out. "We all know the adult and erotic stores have been softening the old ‘bookstore image' to attract women and couples-our packag[ing] has hit the mark according to our retailers and re-orders."
Appealing to consumers of both genders is at the top of the agenda for the Dreamgirl team as well. "Both women and men are interested in packaged lingerie," Hovsepian concurs. "I've noticed women buying packaged lingerie for themselves, as the Dreamgirl brand offers its packaged lingerie at lower price points and in stretchy fabrics that are perfect for the bedroom." And what about the guys? "Men tend to come out of the woodwork to buy women packaged lingerie during the holiday season and Valentine's Day."
With both guys and gals open to checking out packaged lingerie, just what kind of packaging will entice them? "The packaging is the product," emphasizes Kello. "I'm the designer, and the way I go about designing the packaging is not to sleep the week before it's due."
The Shirley crew takes great pride in its well-thought-out packaging. "We're famous for our beautiful photography and imagery, and we took that expertise into the new package, setting a new standard and breaking the mold on packaged lingerie and hosiery, offering H.O.T. in a new UV-coated box, showing off the front of the garment, the back, and every color individually," Schlobohm shares.
The team at Dreamgirl also carefully considers what elements are needed to induce that coveted double take from customers. "The imagery is ultimately what helps sell a product to a consumer," says Hovsepian. "So, at Dreamgirl we make sure we have the front and the back of the image represented on the package and a little window that shows the fabric and its color. We find this helps consumers get a better understanding as to what's inside the package."
Hustler has also added packaging innovations to give the customer the chance to get their hands on the product, literally. "Because our new products have so much hanger appeal, we built a special drawer into the package. The customer can slide the drawer out, remove the garment, feel the quality-even try it on-all without damaging the box."
This connection between the artwork and the actual product is critical, according to Kello, who notes that hot pictures are only an asset to the extent that they represent the product and don't leave the customer feeling cheated. "No one wants to be holding a limp fragment of light pink mesh in one hand and a package showing a gorgeous item on a perfect model in the other hand," he points out.
INNER BEAUTY
Despite the importance of the exterior of the package, what is inside is vital to turn an impulse buyer into a regular customer. Dreamgirl offers something for every customer, whether it be a cute bra and thong set; a barely there ribbon bra top and open crotch G-string; a flattering but body-skimming lace chemise; sweet white bridal confections; and a full range of sexy plus-sized packaged options.
Shirley's looks are feminine and unabashedly girly, with fringed babydolls, darling floral peekaboo bra and panty sets, stretch fishnet crop tops, and garters in a range of appealing fashion colors.
Forplay, based in Hollywood, Calif., also has a popular line of packaged lingerie titled the Luxe Collection that offers great all-in-one options for customers. The one-size, ready-to-wear looks span demure bra and garter sets, hot mesh dancewear, and even perfectly skimpy costumes. Lingerie and dancewear selections retail between $29 and $39, with costumes (which usually include more pieces, such as hats and gloves) falling under $50.
Another Los Angeles lingerie powerhouse manufacturer, Leg Avenue, also has a wide range of packaged products. In its extensive catalog, the company has clubby vinyl pieces and clingy body stockings along with the popular sexy packaged costumes often seen in mainstream Halloween retail shops.
Also, Allure Leather has had great success since its April launch of packaged corsets and bustiers, which are especially adjustable due to stretch fabric and back lacing.
Coquette caters to different adult stores by offering four different lines. Explains Horea: "We have our main line, consisting of many sets, corsets, teddies, and menswear (Zakk); a costume line (Masquerade), which consists of a hearty combination of fresh new costumes; a fetish line (Darque), which has a darker look and feel; and Penthouse, which is lighter, a little more concealed and comfortable for ‘girly' stores." Their range of styles addresses the needs of every kind of adult shop.
Coquette's most popular style? "Our best selling boxed item is style 3465: a mesh, T-shaped teddy with rhinestones and adjustable straps," Horea reveals. "This style does very well, likely due to its uniqueness to the industry. There are many teddies, gowns, and matching ensembles, but this style brings its own flavor and sex appeal to the table."
IF THE GARMENT FITS...
Perhaps the top challenge associated with packaged lingerie is fit. With packaged lingerie, up to 85 percent of it is one-size-fits-all-but how can that be when women are shaped so fabulously different?
Sizing concerns differ depending on the customer. Generally, for men the one-size scheme is perfect. A male customer purchasing for his paramour is easily cowed by thoughts of chest, cup, and waist measurements. If he's looking at pretty, pre-packaged lingerie, he doesn't have to deal with sizing; one-size options are easy, enticing buys.
Female customers, however, view packaged lingerie in a different light, knowing that they will be the ones slipping into these ensembles (even if only for a few minutes!). Perhaps used to sized garments from their favorite everyday brands, women may feel wary of one-size items. A good selling point is that these goods allow the body to dictate the fit as opposed to trying to fit into the garment. The key lies in the design and materials used. "It's all about the stretch," notes Susan Rome-Turpin, one of Shirley's designers. Stretch laces, generous elastics, lace-up adjustments, and garments without a lot of structure allow the piece to conform to the wearer's body.
At Allure, however, they feel that one-size styles aren't always the best options for people buying packaged. As a manufacturer, they felt they could expand their selection if they employed a small, medium, large size scheme when appropriate.
George Makar, president of Allure Leather says, "When it comes to sizing, one-size-fits-most is tricky from medium to a little bit more than a large, especially when you're talking about breast size. That's when we decided we cannot have certain items as a one-size.
"However, customers buying packaged goods are not used to seeing it sized. ... We're trying to change that so we can offer more selection."
At April's International Lingerie Show, Allure debuted sized corsets and bustiers. "Ever since [ILS], it's been phenomenal. Nobody's offering this in sizes in packaged, especially in leather and PVC. ... Stretch fabric and lacing allow for forgiveness, and we use a 2-inch grade. ... If it's a corset with an underwire, the material in cup does not give. Instead these items can be adjusted in the back."
Even with these design features, not every style will work for every body type. This is why Shirley offers such a wide selection and takes great pains with the photography and packaging. By showing both a front and back view and the correct color of the item, they are being as clear as possible about what the garment looks like and how it performs.
THE PRICE IS RIGHT
While packaged lingerie can stand out in a novelty store as a potential POP, price points aren't always going to match typical cash wrap grab items. Reasons for this vary, but include the comprehensive products being offered as well as current economic factors driving up costs along the whole supply chain. The idea is not necessarily offering the cheapest price, but the best possible product for the cost.
"It is becoming more difficult to remain competitive with pricing in our current economic situation in the U.S.," Hovsepian acknowledges. "However the key is to offer value for the listed price. Value is king. A consumer will be willing to spend a little more, provided they find the item to be unique or valuable enough. Price to sell, but don't be afraid to offer a slightly higher price point for items that provide added benefit in some shape or form for consumers."
Kello agrees that savvy customers are willing to look past price when the product is worth it. "Buyers respond to quality," he insists, "and though Hustler Lingerie is a little more expensive than the other stuff, we have not experienced any hesitancy at the shows or in the market."
With packaged lingerie on the rise, adding some of these sultry styles to your store can give your customers even more options when seeking out fun, new items to spice up their lives. Appealing to women looking for a little something special for themselves, as well as men keen to find a ready-made gift that his lady will love, packaged lingerie offers ample opportunity to bump up your bottom line.
