How Victoria’s Secret Fashion Show Fuels the Lingerie Juggernaut’s Growth Engine
December 8, 2015 by admin
Filed under Latest Lingerie News
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The 2015 Victoria’s Secret Fashion Show is ready for broadcast on Tuesday, with the Angels set to give the mid-tier lingerie brand its biggest PR push of the year to a television audience of millions.
The event, which once broke the Internet after millions tried to watch the show online (for fashion tips, no doubt), will again feature the famous Angels strutting around in outrageous lingerie (diamond-encrusted brassieres, anyone?) to the music of the hottest pop stars of the day. (Everyone from Nicki Minaj to Taylor Swift to Maroon 5 have performed at the Fashion Show.)
The show—which was filmed last month at New York’s Lexington Avenue Armory and featured performers Selena Gomez and The Weeknd, as well as Kendall Jenner and Gigi Haddid on the runway—is an important part of L Brands’
LB
efforts to keep its Victoria’s Secret brand at the center of pop culture.
While some might sniff that Victoria’s Secret is to lingerie what Gap
GPS
is to haute couture, the Fashion Show remains a cultural touchstone (though a shrinking one: last year 9.1 million people watched the show, down from 9.7 million a year earlier.)
But despite the audience dip, Victoria’s Secret sales are growing. The brand last year generated $836 per square foot at its U.S. stores, a performance worthy of a luxury brand (as a point of comparison, J.Crew’s sales per square foot was $588 in the last year, according to eMarketer), even as it continues to open stores.
And each store generates more and more money, proving that expansion, and Victoria’s Secret’s e-commerce push, is not cannibalizing store sales.
Beyond the titillation of the show, L Brands’ push to keep Victoria’s Secret growing is centered on international expansion and on its Pink brand of lingeries aimed at teenagers.
Victoria’s Secret’s comparable sales rose 6% in November, including a record Black Friday. Cowen Co’s Oliver Chen expects more great numbers from the brand through the holiday season, saying in a research note last week: “Product-wise, Victoria’s Secret is well-positioned for Holiday, with major marketing catalyst—the Victoria’s Secret Fashion Show.”
It may be fluff, but the fashion show pays off each year.
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Darren Kennedy fashion file: How to wear the most-Googled fashion item – the …
December 8, 2015 by admin
Filed under Choosing Lingerie
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According to Google, the most searched-for items over the past year aren’t Gucci loafers or a pleated, metallic skirt, but a onesie – of the adult variety. Just when you hoped that onesie fever had peaked last Christmas, Google has got solid proof that demand is as fervent as ever. The search engine reports that in the US, the onesie is trailed by search interest for Adidas Superstar trainers, Levi’s jeans and Shinola watches.
I’ll admit that I own and yes, occasionally wear, a (plain) onesie. It was a 2014 Christmas gift which proved a godsend for getting through a winter in flat that had gaps in the windows as wide as my fingers. Here’s how to wear yours without looking like a sloth…
Go plain
Opt for block colours with only the minutest of details, such as contrasting waist ties, zips of cuffs. If in doubt, you can’t go wrong with a sensible colour such as grey or navy. Think knitted as opposed to cheap fleecy fabric when it comes to composition.
They are for indoor consumption only
Think of your all-in-one as a draught-free dressing gown for cold nights and sick days. It isn’t a substitute for leggings or jumpers, so resist the temptation to wear it out.
Keep them slim in the leg
To avoid looking an extra from a pantomime, take pride in the silhouette of your onesie by choosing one that is form-fitting as opposed to comedically baggy.
Limit your tea consumption
As snug as all-in-ones make us feel, there’s not the most gracious things to get out of when popping to the loo. Avoid repeat cups of tea to ensure trips to the water closet are kept to a minimum.
Invest in luxury
If you can afford to splash out on a cashmere style, you certainly won’t regret it. The fabric is the finest and feels most soft against skin – and so warm that you might be able to offset a reduced need for central heating against your investment. Look for washable cashmere blends, otherwise your dry-cleaner will get to know you on a first-name basis.
Do wear something underneath
As in, if your onesie is very form fitting, keep your lingerie on. If you have room more room for manoeuvre, get even cosier with a T-shirt or camisole underneath.
Words by: Olivia Lidbury
QWe have our big Christmas night out for work next week and I’ve decided I’m going to keep it relatively simple with a little black dress. It’s got cutouts at the waist and there’s not a huge amount of it! So I’m on the hunt for a good coat that I can wear over it. Any pointers?
Sarah-Jane, Dublin.
Darren replies: Apart from being an absolute timeless piece, the classic camel coat is seriously versatile and can be worn with everything from jeans and a tee, to tailoring, and yes, your LBD for a night on the town. In short, a camel coat is a hero piece that will stand the test of time. This year, you’ll find camel coats in every style, from the duster to trench, waterfall and sleeveless. The (1) Raglan sleeve coat from Carolyn Donnelly The Edit at Dunnes Stores (€249) is a simple, elegant design. Made using 100pc wool, it features a hidden zip-up closure for added warmth. (2) New Look is ticking several of this season’s trend boxes by combining camel and a faux fur collar with a belted-style coat (€74.99). In a nod to the 1970s, (3) Miss Selfridge’s patchwork-style, wide-collar coat uses various shades of camel and brown to create an eye-catching cover-up. While there’s no denying the perennial appeal of a classic camel coat, the darkest winter days can call for something more uplifting. A bold hue, striking print or tactile texture can provide the perfect pick-me-up. (4) Zara’s wool coat in pale pink (€79.95) is a superb antidote to the winter blues. A laid back style that will take you from desk to dinner with minimum effort. Double-breasted coats offer a boyish charm that is hard to resist. This season it’s all about luscious textures, exaggerated lapels and more mannish cuts. (5) Massimo Dutti’s navy wool blend double-breasted coat (€250) features a straight cut with a wide notch lapel, long cap-style sleeves, and is fully lined for comfort. Whether worn buttoned to the top with the collar turned up for a hit of military sharpness or casually undone, it’s the perfect piece to bring a touch of sharp, masculine tailoring to an otherwise feminine little black dress ensemble. Enjoy the party!
@Darrenken
Lust list
Christian Louboutin Otoka, €1,095, Brown Thomas
Style dilemma
Question: We have our big Christmas night out for work next week and I’ve decided I’m going to keep it relatively simple with a little black dress. It’s got cutouts at the waist and there’s not a huge amount of it! So I’m on the hunt for a good coat that I can wear over it. Any pointers?
Sarah-Jane, Dublin.
Darren replies: Apart from being an absolute timeless piece, the classic camel coat is seriously versatile and can be worn with everything from jeans and a tee, to tailoring, and yes, your LBD for a night on the town. In short, a camel coat is a hero piece that will stand the test of time. This year, you’ll find camel coats in every style, from the duster to trench, waterfall and sleeveless. The (1) Raglan sleeve coat from Carolyn Donnelly The Edit at Dunnes Stores (€249) is a simple, elegant design. Made using 100pc wool, it features a hidden zip-up closure for added warmth. (2) New Look is ticking several of this season’s trend boxes by combining camel and a faux fur collar with a belted-style coat (€74.99). In a nod to the 1970s, (3) Miss Selfridge’s patchwork-style, wide-collar coat uses various shades of camel and brown to create an eye-catching cover-up. While there’s no denying the perennial appeal of a classic camel coat, the darkest winter days can call for something more uplifting. A bold hue, striking print or tactile texture can provide the perfect pick-me-up. (4) Zara’s wool coat in pale pink (€79.95) is a superb antidote to the winter blues. A laid back style that will take you from desk to dinner with minimum effort. Double-breasted coats offer a boyish charm that is hard to resist. This season it’s all about luscious textures, exaggerated lapels and more mannish cuts. (5) Massimo Dutti’s navy wool blend double-breasted coat (€250) features a straight cut with a wide notch lapel, long cap-style sleeves, and is fully lined for comfort. Whether worn buttoned to the top with the collar turned up for a hit of military sharpness or casually undone, it’s the perfect piece to bring a touch of sharp, masculine tailoring to an otherwise feminine little black dress ensemble. Enjoy the party!
Lust list
Christian Louboutin Otoka, €1,095, Brown Thomas
@Darrenken
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