LINGERIEPrima Donna and Marie Jo were the top brands for sales and sell-through at the lingerie indies polled, while Miraclesuit and Spanx were the best-performing shapewear brands. An overwhelming majority of indies said shapewear was a growing category and that they saw a spike in sales after TV shows endorsing shapewear

Top 10 Best-selling brands of the week

1 prima Donna2 Marie Jo 3 Triumph 4 Fantasie 5 Aubade 6 Lejaby7 Freya8 Lepel9 panache 10 Wonderbra

Top 5Best-selling categories of the week

1 Bras2 Lingerie sets 3 Nightwear 4 Knickers (all types) 5 Swimwear

Top 5Best-selling shapewear brands of the week

1 Miraclesuit2 Spanx 3 Bodywrap 4 Naomi & Nicole 5 Wolford

Quickfire questions

What brand has had the best sell-through so far for autumn 10?

1 prima Donna2 Marie Jo3 Fantasie4 Triumph5 Freya

Have TV shows promoting the need for good underwear boosted sales?

Yes 83%No 17%

If yes, from which brands?

1 Aubade2 Lejaby3 Marie Jo

Have you bought any product especially for Christmas?

Yes 69%No 31%

What proportion of your Christmas trade comes from men?

Average 42%

Do you expect to see an increase in trade during the run-up to Christmas?

Yes 76%No 24%

It’s frustrating that TV shows always direct people to department stores, multiples or Rigby & PellerJackie Upton, partner at Sheen Uncovered in Sheen, London

Evening star: nightwear by Lepel

on form: Triumph looking good

of indies say demand for shapewear has risen in the past five years

93%

Demand for shapewear is huge and is very TV-drivenSally Bodinar, owner of Anella in Penzance, Cornwall

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

00%Better

00% Same

00%Worse

Fashion in figures

29%Better

32% Same

39%Worse

Total week’s takings

Average spend

DATE:week ending november 12 2010

–1.9% Year-on-year change

£4,156TOTAL:

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 NovemBER 12 2010

Average:

£ 73.80

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

November 26 2010 Drapers 13

Drapers spoke to 50 independents about their women’s lingerie business for the week ending November 12. Brands and styles mentioned in the lists, including the Top 10 and Top 5, are ranked when mentioned by five or more retailers

indicator

WOMENSWEARwomenSweAr trendS To catch up with the latest womenswear trends, visit www.drapersonline.com/trends/womenswear

of indies polled don’t use a tape measure when fitting customers

55%