Curve New York intimate with specialty stores in #COVID19 @curvexpo #lingerie @lingeriebriefs

An Intimate Reality

Curve New York held another webinar today dealing with the COVID19 pandemic in the intimate apparel industry, it’s “An Intimate Chat With Specialty Stores”, hosted by Ellen Lewis, owner and publisher of Lingerie Briefs.

The reality first off is that most store owners on this webinar today is that they don’t know what’s next for their businesses in the COVID19 climate, they’ve seen huge drops in their apparel sales, especially bras, and have been forced to pivot to comforts, along with pivoting to virtual business, for however long the public is confident in treatment, and vaccines in COVID19.

Bra sales have taken a tremendous hit since there’s no need to push bras, but sports bras which are comfortable have seen dramatic sales jumps as we spend more time at home, and it’s not leading up anytime soon, most comfort wear buying is late at night since women are busy during the day with homeschooling and working from home, and husbands are remembering to buy comfort wear for their wives.

It’s also learned that Macy’s will be seizing bra fittings in their stores not only for safety reasons, but also since there’s no market for bras, as no one is commuting to work anymore, specialty owners are taking to the web for their customer base to support their businesses now more than ever, and offering bogo deals, and bra fixing when needed on a careful basis, just so they can pay the rent as landlords are not giving up on collecting their rents due as planned.

Plans for bringing customers back in the stores are boosting their cleaning efforts on the hour every day just so it’s clean and safe for customers to come in, and not so many people in at one time, plus restrictions on children with adults are in place, and it’s only the store that is cleaned, not the bras, bra sales as always are final.

Daniel Quintanilla