Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Focus on the product during difficult times

Lingerie indies, like indies in other markets, are often bombarded with different offers, new launches, new brands and emerging styles.

Lingerie indies, like indies in other markets, are often bombarded with different offers, new launches, new brands and emerging styles. But before spending your money, dictated by impulse or, worse, by your personal taste, it is vital to understand your local market, your demographics and their disposable income. The broader your appeal, the more possibilities you have to meet the taste and pockets of your potential customers.

In an economic downturn, niche products are rarely winners. Instead, play it safe and put your creativity into offering a choice of shapes. The current fashion trend of ‘new basics’ will help to shift underwear that would otherwise be considered boring.

Fashion-led pieces should make up about 20% of a lingerie indie’s stock. This is another conservative choice but it will allow you to operate on reorders as often as necessary.
Spread your deliveries during the season so your shop always has new styles and a fresh, updated overall look. It is also imperative to monitor your stock. Be proactive: if the weatherman says we’re in for a scorching week, get in those nude T-shirt bras pronto.

Working with the correct retail price point is also vital: 15% of the whole of your purchases should retail at around £25, 50% at £30, 30% at £35 and only 5% of your buying should have a selling price over the £50 mark.

You may push the boat out during the festive season when buys are less sensible and your gentlemen customers tend to be a little more adventurous, therefore allow yourself a little fun.

Last but not least, always take care to display the various price points and size ranges you offer when you work on your windows.

Michela Soravia is owner of lingerie indie Oyster Lingerie in Lewes, East Sussex

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.