Just as lingerie retailer La Senza goes into liquidation so I hear that another chain of lingerie manufacturers are about to hit the high street.
La Senza who have been trading for 12 years filed for administration blaming tough market conditions for it’s eventual demise.
Theo Paphitis of the Dragons Den who bought and then sold the company in July 2006 went on to create his own brand of lovely lingerie Boux Avenue so was obviously undeterred by the tightening of people’s belts and sudden desire to stick with those greying undies until times improve.
Likewise we are to see the emergence of Baci Lingerie onto our high streets with 50 shops planned here in the UK. The key (quite clearly) to the success (or not) of one lingerie brand over another seems to be the price coupled with wow factor to entice those with the spare cash to splash.
It isn’t enough to offer cheap knickers but the retailer has to seduce the customer with gorgeous images, sumptuous presentation and most of all feel good factor. The recession has certainly taken a big swipe at the luxury goods market but as long as enthusiastic entrepreneurs are around to see gaps in the market there will always be plenty of choice for your saucy stockings online or on the high street!
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