lingeriePrima Donna came out top in the list of best-selling brands this week. When it comes to choosing lingerie, shoppers tend to opt for function over fashion, according to the lingerie independents polled. The ‘underwear as outerwear’ trend had increased sales for just under half of those questioned

Top 10 Best-selling brands of the week

1 prima Donna2 Fantasie3 Marie Jo4 Triumph5 Freya6 Chantelle7 Lise Charmel8 Empreinte9 Lejaby10 passionata

Top 5Best-selling categories of the week

1 Bras2 Lingerie sets3 Swimwear4 Nightwear5 Corsetry

Top 5Best-selling nightwear brands of the week

1 Slenderella2 Marjolaine3 pill4 Hanro5 Triumph

Quickfire questions

Which is your best-selling hosiery brand?

1 Charnos2 Falke3 Wolford4 Cette5 pretty polly

Which is your best-selling bra style?

1 Full-cup2 T-shirt3 Balconette4 plunge5 Balcony

In your experience, are more shoppers buying lingerie to wear as outerwear?

Yes 45%No 55%

Does celebrity endorsement boost product sales?

Yes 20%No 80%

Are you looking to increase or decrease the number of brands you carry for spring 11?

Increase 16%Same 71%Decrease 13%

Customers generally just buy one bra at a time now. Before it was two or threeCarol Frankel, The Lingerie Collection, Stanmore, Middlesex

Top draw: Fantasie is selling wellLegs up: pretty polly impressed

of customers try on before they buy

88%

Customers have been buying basic colours rather than fashion colours to get the most flexibilityCatherine Litchfield, partner at Alicia in Finedon, Northants

Three lines of text here please three lines few words here please

00%Better

00% Same

00%Worse

Fashion in figures

33%Better

30% Same

37%Worse

Total week’s takings

Average spend

DATE:week ending september 17 2010

-0.7% Year-on-year change

£3,974TOTAL:

-

What were the total sales in your store this week?

What was the average spend per customer in your store this week?

Date:week ending september 17 2010

Average:

£ 72.57

How does your week’s business compare with this time last year?

10 Drapers October 1 2010

Drapers spoke to 50 independents about their women’s lingerie business for the week ending September 17. Brands and styles mentioned in the lists, including the Top 10 and Top 5, are ranked when mentioned by five or more retailers

indicator

womenswearLiNgerie TreNdS To keep up with the latest lingerie trends, visit www.drapersonline.com/ trends/lingerie

of underwear sales are functional rather than fashionable

66%