Triumph: excellence of fit

When selecting new lingerie for a mail order and web business, the key is to stay one step ahead of fashion and ensure products selected for the next season are bang on-trend.

Harwayes wasn’t traditionally a fashion led business: The purchasing policy was that of selecting bras that fit really well, so brands such as Triumph and Playtex have always been, and continue to be at the fore. However, with new brands seemingly popping up daily, and every celeb endorsing a lingerie launch, how is a retailer to continue to ensure excellence of fit, whilst responding to the demand for fashionable undies?

Luckily, some of our newer suppliers have made it their mission to put fit first. This is why we have chosen to feature DiMurini, Royce, HotMilk, Fantasie, Elomi and Bravado in our new collections for the Spring.

The collections encompass ‘dressing up box’ feathers, polka dots, taffeta and ribbons, architectural slate and charcoal greys, layers of antique ‘shabby chic’ french embroidery, lacing and bows galore and a preponderance of raspberry pink …. and we haven’t even started on the swimwear yet!

We hope you enjoy the new collections, keep an eye on the website for all the latest in bra design!

Dimurini pocketed camisole and PJs

I ended up at the printers 3 times, once with the designer today to iron out last minute problems with the catalogue print. However, the long awaited mastectomy lingerie catalogue will be on it’s way to customers by the end of the week, so request your copy now!

The main problem was ensuring even skin tones from photos produced in different studios by the various manufacturers and ensuring the models didn’t look too yellow or pink! We got there in the end and the result is a fresh, lively approach to lingerie presentation, which I hope customers will like.

In the run-up to Christmas we are featuring the NEW Dimurini lingerie, illustrated. Why not treat yourself or a loved one to these fabulous satin and modal PJs, or the glamorous babydoll and robe? Have a look at the full range at www.harwayeslingerie.com/dimurini/.

I hope the result is a systematic approach to product display that helps the customer to choose between options and quickly find styles that will suit them.

At last, a fashion led approach to mastectomy lingerie: bras that are comfortable and look good too, making you feel sexy and feminine again.

The catalogue is to be published November. If you would like a copy, send me an email and I’ll add you to our list.

The blogs, Facebook, twitter etc go pretty quiet for a while when I’m focussed on a catalogue project… Next up, Maternity wear, swimwear. The good news is swim skirts are in fashion again ladies, so no more baring the bits you don’t want to.