Bootylicious

It appears that the suffering is nearing an end. No longer will stick figure shop mannequins rub in the fact that most of us will never look as good in Gucci as a plastic doll.

At least, this seems to be the case in New York, where mannequins endowed with voluptuous posteriors have begun appearing in shop windows. And we have superstars J.Lo and Beyonce to thank for that. For although big bottomed girls have been celebrated in songs by rock band Queen and rapper Sire Mix-a-Lot, their popularity only came into play when Beyonce and Jennifer Lopez stared shaking their booty.

Now, all of a sudden, full-bottomed mannequins are revealing exactly how fabulous a round bottom can look in a pair of low-riding jeans. Dwight Critchfield, creative director for mannequin firm Goldsmith explains that this is becoming a trend. "These mannequins look great, and there is a real sex appeal about them." According to Critchfield, popular culture such as rap and stars like J.Lo have made bigger and rounder posteriors more acceptable, even desirable. According to plastic surgeon James Wells, MD, president of the American Society of Plastic Surgeons, buttock implants are on the increase. The procedure is already quite common in countries like Brazil, where the emphasis is on a pert posterior, but the trend is northbound.

The mannequin production firm Goldsmith has now launched a new "Sex" mannequin "with a larger booty and body", especially tailored for fashion brand Express and stores selling lower-end trendy clothing. Fashion retailer EckoREd also launched a mannequin called the J.Lo butt form two years ago, and since then sales have tripled. According to Rich Rollison of Lifestyle Forms and Display, the bigger mannequins have a positive effect on both consumers and sales. Plus size US label Lane Bryant is launching fuller-figured mannequins across 250 stores after a very successful test run in New York.

Let's hope this trend crosses the Atlantic soon!

17 November 2004

Body Shop Launches Loyalty Scheme

The Body Shop is attempting to return the UK business to a growth footing this year with the launch of a loyalty scheme Love Your Body early next month.

The beauty specialist is applying the repositioning strategy that reinvigorated its US business to the UK chain, where like-for-like sales fell 13 per cent last year. A spokesman said the US experience had already proven the loyalty card's merits.

The GBP5 card replaces the People Card and goes on sale across the 200-store chain on June 7. It entitles shoppers to free gifts and 10 per cent off.

1 June 2004

Introducing The No Tan-Lines Bikini

For those who do not think tan-lines are sexy, a new gel-infused strapless bikini top will solve all your tanning dilemmas. The Demikini as it is known, is a backless bikini top lined with a medical gel that has amazing sticking power. Your top should stay perfectly in place.

The gel, which holds the top in place under the arms, is already on the fabric and lasts for about 15 wears. The first Demikinis sold will come with an extra supply.

'The gel feels very comfortable and cooling and lets the wearer jump and bounce around as much as they want,' its inventor Jill Silver said, who came upon the idea whilst holidaying in Majorca five years ago.

The Demikini goes on sale across the country this week, in cup sizes AD, for around GBP26. Matching briefs cost GBP10.

Because the gel loses its sticking power in water, the top is for dry land.

17 May 2004

Puma and Schiesser create new bodywear line

Looking outside its core business for new marketing opportunities, Puma AG announced on Wednesday it has teamed up with Schiesser Lifestyle GmbH in a long-term licensing agreement that will see the launch of a new European bodywear collection.

At this moment, Schiesser only specializes in underwear for children, men and women. Possessing over twenty years of licensing experience, the Schiesser Lifestyle GmbH is a wholly owned subsidiary of the Schiesser Group. The company has operations in twenty countries, and has ventures with such venerable names as Boss Hugo Boss (Man), Hugo Boss (Man & Woman), Cerruti 1881 and Mexx.

Jochen Zeitz, chief executive officer of Puma, said the company is committed to "fully exploiting the potential of the brand by exploring new fields of business that lie outside of our core operations." Noam Engber, managing director of Schiesser Lifestyle GmbH said, "We are thrilled to have been granted the license for PUMA's bodywear, as we believe that it has great potential.”

The new clothing line for men and women will be available en European markets in late 2003. It will include clothes for daily wear, exercise, and social activities. The collection will bring together the elements of function, innovative design, high-quality materials and stylish design. The Bodywear collection is subdivided into three different categories: "Daily," developed for every-day use, and made of a cotton and cotton/Lycra blend, "Action," intended for daily workouts, unites athletic style with function via a light micro fiber material, and "Naughty," which is oriented towards Club wear and brings together form and function.

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January 24, 2002