Debenhams Reveal Increased Demand For Traditional Styles Of Lingerie

Released on: June 15, 2010, 3:46 am
Author: Debenhams
Industry: Retail

Debenhams has revealed surprising new figures that show a sharp rise in sales of traditional lingerie styles, with the distinctive, alluring snap of stockings being fastened to a suspender belt becoming popular in Britain again for the first time in almost 50 years.

Demand for the traditional style of lingerie is rocketing, reversing the universal popularity of tights which captured the market in the early 1960s.

The unpredictable spring and summer weather, as well as a growing number of celebrities showcasing their stockings on stage and at star-studded events, may be behind the trend.

Debenhams spokesperson, Ruth Attridge said: "Our British summer has started in the traditional way with frequent spells of sun and rain in the same day, leaving British women up in air about what to wear.

"Stockings and suspenders, just like leggings, have become the popular alternative to tights. They provide coverage for legs on an unexpectedly chilly day, but at the same time are cooler than tights and far more comfortable to wear in over heated City offices."

Suspender belts effectively fell out of fashion with the introduction of self supporting tights in the decades after the war.

Woman rapidly abandoned the mechanical nature of suspenders in favour of the new, easy-to-wear and wash hosiery style.

Sleek tights also removed the suspender belt’s tell-tale clasp outline which frequently showed through tight outer clothing.

However, this taboo has now been overcome by fashion with celebrities making 'underwear as outerwear' the trend for summer 2010. Recent stars bringing sexy suspenders to the cutting edge of fashion include Kylie, Lady Gaga, Rihanna, Katy Perry and of course, Dita Von Teese.

Black suspender belts, with embroidery, sequins and bows are the store's biggest sellers, with sales soaring by 238 per cent in the last month alone. Hot pink satin suspenders are the next in demand.

Ivory suspender belts made from luxurious silk with ribbons, pearls and bows are also firm favourites, and a popular choice with brides.

Black stockings with back seams from J by Jasper Conran and Jonathan Aston are the items most commonly bought with suspender belts, closely followed by natural sheen ivory lace top stockings.

Ruth Attridge concluded: "St Valentine's Day and Christmas are our traditional peak sales periods for stockings and suspenders, but the powerful combination of celebrity influence and the weather means that we’ve had to change our buying patterns to accommodate customer demand."

ENDS

Notes to Editors:
Debenhams lingerie sale selection is made up of Aristoc, Ballet, by Caprice, Calvin Klein, Debenhams, Ebone, Fantasie, Flexees, Freya, Gorgeous, Jonathan Aston, Lepel, Levante, Playtex, Presence, Pretty Polly, Red Herring, Shock Absorber, Sloggi, Trinny & Susannah, Triumph, Ultimate, Ultimo and Wonderbra.

Designers at Debenhams lingerie includes Reger by Janet Reger, Floozie by Frost French, J by Jasper Conran, and Rocha.John Rocha.

Debenhams currently stocks bras ranging from 28AA to 38KK with a dedicated fuller bust section and own brand collection, Gorgeous.

About Debenhams
Debenhams is a leading department stores group, and has a strong presence in key product categories including women's fashion, such as dresses, women's shoes, bikinis, jeans, make-up, health and beauty, accessories, perfume, lingerie, wedding attire including bridal gowns and bridesmaid dresses, men's clothing, home ware and children's wear and a number of Debenhams deals also on offer.

PR Contact:
Ruth Attridge
Debenhams PR Manager – Menswear, Lingerie & Beauty
33 Wigmore Street
London
W1U 1QX
0207 529 0172
www.debenhams.com

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