AIS hosts Topical Retail Insights talks from industry experts.
During the INDX Intimate Apparel show, Associated Independent Stores (AIS) hosted ‘Retail Insights,’ where industry experts come together to discuss issues impacting the intimate apparel industry.
Body Positivity was the central focus of this year's Retail Insight panel. As we celebrate diversity and inclusivity, body positivity has become a prominent issue that should be owned and acknowledged by the industry. AIS hosted the panel to try and uncover how the intimate apparel industry can embrace and support body confidence for all shapes and sizes.
Jill Kenton was an enthusiastic host, describing her experience in the Intimate Apparel industry, which began at her family-owned business Rigby & Peller, renowned for luxury lingerie and holding the royal warrant. She talked of her extensive experience in the lingerie industry, and how she transitioned into TV, podcasts, and presenting.
Guest speakers on the panel included Becca Butcher, model, influencer and content creator with Poland syndrome, and Karen Nolan, Lingerie Manager and Buyer at Bradbeers department store. They both offered valuable insights into body positivity, and the role stockists and suppliers play in providing an inclusive experience for consumers.
Becca spoke about her experience with bra shopping, and the need for diversity within bra ranges. With one breast larger than the other, Becca was recommended to try mastectomy bras but was disappointed and left feeling excluded by the lack of choice for young women. Suppliers and stockists can help support body positivity by endorsing diverse bras for all body types; Karen suggested all bras coming with pockets as standard.
For far too many women, having a bra fitted can be a daunting and uncomfortable experience, Karen shared. She’s noticed lots of women, of all sizes, immediately apologise about their bodies when they remove their top for the fitting. Karen thinks the media has a big part to play in this; obscuring the beauty standard and leaving real women feeling embarrassed and insecure of their bodies. “They’re scared to take their clothes off, to feel very vulnerable” Jill added. As bra fitters, Jill and Karen, both agreed it is the fitters' job to make the customer feel safe and free from judgement, as having a bra specially fitted is invaluable, for both comfort and confidence.
Becca shared her experience with bra fittings, and how the assistant in the changing rooms had told her the mastectomy bra was ‘not for her’ and she was ‘too young.’ This negative experience stayed with Becca and put her off trying bra fittings again. This only goes to highlight the importance of training staff to be friendly and welcoming, and not pass judgement. More awareness on the diversity of Womens' bodies can help fitters provide a caring experience for all.
Karen gave eye-opening insight into the feelings and experiences of shoppers. She commented on the need for suppliers to provide choice and to not ‘other’ larger sizes by giving them different prints. Often, she finds customers fall in love with a design, but it’s not available in the larger sizes. As a stockist, Karen suggested stocking a wide variety, from pretty to practical bras. A visitor in the crowd, Carol – from ‘Perfect Fit by Carol,’ echoed the importance of product knowledge when fitting bras, as many customers come in with the wrong sized bra. Carol helps customers see where they’ve gone wrong and provide them with expertly fitted bras.
Continuing the topic of body confidence, Jill reinforced the importance of seeing real photos of women, of all shapes and ages, without the re-touching. “Self-love over sex appeal” Jill commented; seeing realistic models will help women feel represented and more inclined to explore the shop. This idea can not only be applied online, but also in-store. Karen reflected on the feeling she experiences when she sees a model in a shop window that reflects her body type; she feels welcome and inclined to shop there. This is one way in which shops can improve their inclusivity, and support Womens' journey to body confidence.
The panel was incredibly insightful; Jill, Becca, and Karen all spoke with confidence and honesty.
“AIS would like to thank all the speakers who made our Retail Insights so compelling. With a variety of perspectives, we can see many challenges and opportunities that face the intimate apparel industry. Equally we were overwhelmed by the dedication and commitment to supporting body positivity by many within the industry who attended the show. This is a discussion and debate we would like to continue!” Devlin Lindeque, Interim Director of Fashion, Toys, Sports & Merchandising.
