Leaning into ‘leisurie’
28/10/2020
According to Euromonitor’s Nina Marston, leisurie is “lingerie or shapewear that you can wear under clothes or on their own, inside and out of the house.”
Marston used the term to describe Kim Kardashian West’s shapewear – or “solutionwear” - brand, Skims, which has broadened its offering to include lingerie and loungewear since its September 2019 launch. So far, Skims has weathered the covid-19 pandemic to sell over 3 million units (without discounting).For Skims partner and board director, Jens Grede: “Skims [has turned] a category previously only bought for singular, special occasions into an everyday solution to wear under regular clothes.”
Data from the retail market intelligence firm Edited suggests that, by contrast, US retailers stocking legacy shapewear brands such as Spanx, Wacoal, Miraclesuit and Maidenform are opting for increased discounts (+13%), reporting reduced sell-through (-10%) across the category.
Image: Skims
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