The Best ofIntima & Swim Edit
Let's explore the major trends in lingerie, from comfort to glamour, through the exclusive testimony of Laurence Dekowski, Head of the Lingerie Department, and Laura Damin, Lingerie Buyer at the famous department store on Paris’s Rive Gauche.
What are the major current trends you are seeing in lingerie, and how is Le Bon Marché responding to them to attract its clientele?
The first major trend we are witnessing is comfort and well-being, with lingerie that has a second-skin effect. To meet this growing demand, we are expanding our range of wire-free and seamless bras, which have become essential in our collections since the spread of the "no bra" trend post-Covid. We have also recently introduced innovative brands like Cou Cou Intimates, which offers every day, comfortable lingerie certified in GOTS cotton, and Skims, known for its lightweight, stretchy pieces that suit all body types (the "Fits Everybody" collection). Loungewear, which gained popularity after the pandemic, is also seeing strong growth. We have further enhanced our offering with DnuD's "easywear" and fleece collection, showcased during the pop-up of our "Paris Paris" exhibition in September 2024. The second trend is bolder lingerie, which is proudly asserting itself as a true fashion accessory. We are seeing a strong comeback of revealing pieces bodysuits, corsets, and bras with a play on transparency, while still focusing on comfort. Brands like Livy and Vannina Vesperini are pioneers in this approach.Finally, the third major trend is shapewear lingerie, which helps sculpt the silhouette. Since November 2024, we have welcomed the brand Skims and continue to offer shapewear pieces through our established brands such as Wacoal, Simone Pérèle, and Aubade. This reflects our commitment to providing our customers with solutions that are both practical and aesthetic.
How is the lingerie section at Le Bon Marché structured, and what criteria dictate the placement of brands in the store?
The lingerie section is structured around three main areas. On one hand, we have a timeless space featuring our established brands and corsetry expertise. Then we have a fashion-focused area that highlights current and bold trends. Finally, our offer is completed by a section dedicated to loungewear and hosiery. Our priority is to create a clear and cohesive customer journey, with a product presentation that is both easy to navigate and visually appealing. The goal is to meet all the needs of our customers, whether it's for comfort, everyday wear, or exceptional lingerie.
Given the multitude of new brands constantly emerging in the lingerie sector, how do you establish your selection criteria?
Our selection is based on several key criteria. We draw inspiration from current fashion trends while ensuring that the quality of the products is flawless. We also aim to include brands that really set themselves apart from the existing range and, whenever possible, to offer exclusives.
How do the expectations of the Parisian public influence your purchasing and selection decisions?
Although our clientele is much broader than that of Paris, we take into account the specific expectations of the discerning Parisian customers, who are always on the lookout for trends and quality. This influences our desire to offer collections that cater to different lifestyles.
What is the importance of French brands versus those from other countries?
About 60% of our offering is made up of French brands. We conduct active monitoring to spot new French brands, and these are prioritized if they meet our criteria for quality, exclusivity, and differentiation.
Is your selection impacted by the demand for eco-friendly products?
Eco-responsibility may not be the top priority for all of our lingerie customers, but it becomes a crucial factor when other considerations are equal. We prioritize these issues by showcasing the responsible initiatives of our brands through our "Les Belles Initiatives Engagées" program (Beautiful Purpose-Driven Initiatives). Brands are selected based on at least one of the following three criteria: certifications (labels), ethical production and craftsmanship, and circularity.
Do you work with designers and brands on exclusive collections or limited editions?
Yes, this is an integral part of our differentiation strategy. We regularly collaborate with brands to offer exclusive capsules during our exhibitions or events. For example, during the "Paris Paris" exhibition in September 2024, the brand Lalide in Paris developed an exclusive print for Le Bon Marché, available in two pajama styles.
Do you offer a lingerie range specifically designed for transgender individuals?
We do not offer a range specifically designed for transgender individuals. However, some products in our selection are genderless, allowing us to meet the needs of all our customers without distinction.
Are events and collaborations at the heart of your strategy for the lingerie department?
Absolutely. We organize events throughout the year to enliven our lingerie space and align it with the store's flagship exhibitions. For instance, in September 2024, we collaborated with Lise Charmel to create a unique Parisian café as part of the "Paris Paris" exhibition. In February 2024, Livy hosted a librairie interdite (forbidden bookstore) during the "Mise en Page" exhibition. We also organized a Summer Party in May 2024, attended by several designers, with exclusive activities and numerous prizes to be won. These initiatives not only enhance our connection with our clientele but also make our lingerie space a must-visit destination.
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