The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
For years, shapewear was marketed as a garment for concealing imperfections, hidden underneath clothes. But today, thanks in large part to Skims, Kim Kardashian and Jens Grede’s “solution wear” label, the shapewear category has undergone a shift, positioning shapewear as a visible item that provides comfort and style.
With that shift, the category, which is particularly sensitive to changing consumer behaviour and preferences, is now flush with choice. Most recently, American musician Lizzo launched her own shapewear and athleisure brand called Yitty with Fabletics.
It’s only the beginning for shapewear’s renaissance. “There’s still a lot of segments that are not being served. There is room to sort of serve everyone,” Nora Kleinewillinghoefer, principal at management consultancy Kearney said.
This week on BoF LIVE, Kleinewillinghoefer and Fabletics chief executive Adam Goldenberg joined BoF senior editorial associate Alexandra Mondalek for a discussion about how the market has evolved, the challenges it still faces and how brands can stand out.
The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.
Nordstrom, Tod’s and L’Occitane are all pushing for privatisation. Ultimately, their fate will not be determined by whether they are under the scrutiny of public investors.
The company is in talks with potential investors after filing for insolvency in Europe and closing its US stores. Insiders say efforts to restore the brand to its 1980s heyday clashed with its owners’ desire to quickly juice sales in order to attract a buyer.
The humble trainer, once the reserve of football fans, Britpop kids and the odd skateboarder, has become as ubiquitous as battered Converse All Stars in the 00s indie sleaze years.