A Midwest supercenter chain, Meijer, recently released a line of intimate apparel dubbed 'Tranquil & True' in sizes small to 3X. The new collection includes wire-free bras, underwear, shapewear, and sleepwear and was designed "for real women" with "real bodies."
The new series comes on the wake of the brand's diversity and inclusion efforts, specifically of providing apparel for people of all shapes and sizes. The Tranquil & True collection, according to the brand, is the first line from a major retailer to put clothing sizes XS to 3X on the same rack for the same price.
"We're really proud to be committed to diversity and inclusion and how that relates to fashion, and that experience for our customers and what that looks like," Nicole Witherup, the divisional merchandising manager for women’s apparel at Meijer, said.
Supercenter-Branded Intimates
Supercenter Chain Meijer Debuted the 'Tranquil & True' Intimate Line
Trend Themes
1. Body Positive Intimates - Opportunity for more inclusive and diverse intimate apparel for women of all sizes.
2. Size-inclusive Retailing - Opportunity for more major retailers to put clothing sizes XS to 3X on the same rack for the same price.
3. Wire-free Undergarments - Opportunity for the production of comfortable and non-constricting wire-free bras, underwear, and shapewear.
Industry Implications
1. Fashion and Apparel - Opportunity for fashion brands and retailers to increase their commitment to diversity and inclusion in their sizing and product offerings.
2. Body Positivity - Opportunity for companies to tap into the growing demand for body positive products and messaging.
3. Textile Manufacturing - Opportunity for textile manufacturers to develop new fabrics and materials to create more comfortable, wire-free undergarments.