The Intimates Collection Joan Smalls Designed for Walmart is Affordable
Mary Van Puymbroeck — June 26, 2017 — Fashion
References: refinery29 & businessoffashion
Walmart's 'Smart & Sexy' line is releasing a collection of model-designed intimates for SS18.
Designed by Victoria's Secret Angel Joan Smalls, this collection hopes to take advantage of a moment of disruption in the underwear market. Smart & Sexy and its parent company 'Ariela & Associates' are Walmart's largest supplier of bras. Consumers are less interested in overtly sensual marketing strategies and designs. Priced at less than $15 and available in an extended size range, Smart & Sexy hopes to gain ground in a market that has been held by large lingerie retailers.
Brands like American Eagle's Aerie have been moving away from an overtly sensual marketing message and towards a more diverse and inclusive one. Smart & Sexy hopes its upcoming model-designed intimates collection will make waves by offering affordable designs created at the same factories as other retailers.
Designed by Victoria's Secret Angel Joan Smalls, this collection hopes to take advantage of a moment of disruption in the underwear market. Smart & Sexy and its parent company 'Ariela & Associates' are Walmart's largest supplier of bras. Consumers are less interested in overtly sensual marketing strategies and designs. Priced at less than $15 and available in an extended size range, Smart & Sexy hopes to gain ground in a market that has been held by large lingerie retailers.
Brands like American Eagle's Aerie have been moving away from an overtly sensual marketing message and towards a more diverse and inclusive one. Smart & Sexy hopes its upcoming model-designed intimates collection will make waves by offering affordable designs created at the same factories as other retailers.
Trend Themes
1. Diverse Intimates - The trend in the intimates industry is moving towards more diverse and inclusive marketing strategies and designs, providing opportunities for disruptive innovations that cater to a wider demographic.
2. Affordable Luxury - Consumers are looking for high-quality intimates at affordable prices, providing opportunities for disruptive innovations that offer luxury designs at a reasonable cost.
3. Model-designed Fashion - Model-designed fashion is becoming popular in the intimates industry, providing opportunities for disruptive innovations that leverage celebrity designers to drive sales.
Industry Implications
1. Intimates - The intimates industry is ripe for disruptive innovations that challenge the dominance of large lingerie retailers and offer more diverse and affordable options.
2. Fashion - Model-designed fashion is growing in popularity across the fashion industry, providing opportunities for disruptive innovations that tap into celebrity collaborations to create unique and marketable products.
3. Retail - The retail industry is shifting towards more affordable and inclusive product lines, providing opportunities for disruptive innovations that offer high-quality products at more reasonable prices.
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