Mid- and plus-size fashion brand Arula is introducing a collection of intimates made with Millennial and Gen Z women in mind. In the collection, there are more than 130 different styles of bras, bralettes, underwear and loungewear, and they deliver comfortable, stylish options to an under-served consumer segment. "Our guest wants effortless intimates that make her feel beautiful, and we saw a huge white space in the market," said Dana Seguin, brand president of Arula and alum of SPANX and Aerie.
In the intimates line, women will find not only sizes that fit and flatter, but also practical everyday colors, as well as fun color choices like lavender and cobalt.
This collection was based on customer feedback, including top search terms on Arula's website indicating that consumers are after soft, pretty and feminine intimates.
What Makes This Trend Stand Out
- Size-inclusive Intimates
- Brands can create size-inclusive intimates collections to meet the demand of under-served consumers.
- Soft and Feminine Intimates
- There is a trend toward more soft and feminine intimates with practical colors and fun color choices.
- Customer Feedback-driven Collections
- Brands can use customer feedback to develop collections that cater to the specific desires and needs of their target demographic.
Sectors Adopting This
- Fashion
- Fashion brands can expand their offerings and incorporate size-inclusive intimates into their collections.
- Retail
- Retailers can focus on customer feedback to develop exclusive intimates collections that cater to their specific market segment.
- E-commerce
- Online retailers can leverage customer data to develop intimates collections that cater to the specific needs of their target consumer group.
