Redcats Starts Catalog Offering Plus-Size Lingerie
"We noticed that some customers that are good buyers were not systematically buying intimate apparel from us," Christophe Gaigneux, executive vice president of Redcats USA's special size group, said of the decision to start an intimate apparel book.
The company already offers a limited selection of lingerie for plus-size women in its Roaman's catalog and a line of functional intimate apparel in its Lane Bryant catalog.
After conducting focus groups with customers, Redcats discovered a void in the marketplace for fashionable yet functional intimate apparel for plus-size women that is comfortable, comes in a range of colors and is reasonably priced, Gaigneux said.
Intimate Promise will try to meet this demand with more than 50 exclusive designs in the first catalog and prices for most items that are under $30. Prices start at $19.99. The book's tagline is "Feel the Comfort."
The new catalog is positioned as a Roaman's line extension, with the name Roaman's appearing on the bottom of the catalog. Starting next month, consumers can reach the Intimate Promise e-commerce platform through the Roaman's Web site, roamans.com, or by a dedicated URL, intimatepromise.com.
The 72-page premiere issue mails in February to Redcats' house file in an attempt to gain more of its customers' intimate apparel dollars, as well as to prospects.
Select items from the new title were included in the Roaman's January mailing. The company also will send an e-mail telling Roaman's customers to look for the arrival of the Intimate Promise catalog.
The first issue will include photos of plus-size models wearing the clothing. The catalog also will offer dresses, suits, sportswear and swimwear from the Roaman's catalog. Half of the book will be dedicated to intimate apparel with the focus on bras.
Another feature of the book will be tips on which items should be worn underneath specific apparel items.
Redcats USA said it expects to mail six Intimate Promise catalogs this year.
Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters