How to sell underwear correctly and what sales techniques will give best results exactly in your store? You will receive answers to these questions on this page. Here you will find all the main rules for selling lingerie. You will learn about speech preparations, scenarios and sales scripts. About how to compose and apply them.
Please be patient, there will be a lot of information. Perhaps what you read here will radically change your approach to selling lingerie.
First, just think: why do people come into your store, don’t buy underwear and leave?
Have you thought?...Have you thought well?
Here are the standard explanations of ordinary sellers for why they cannot sell underwear to customers.
- Buyers don't need anything right now
- Everything is expensive here
- We just came in to warm up
- This girl was stupidly killing time
- The buyer was angry, not in the mood, etc.
This really happens sometimes, even sometimes, or even very rarely, or even less often.
These are just excuses behind which there is nothing, nothing at all: no knowledge, no understanding, no skills, no skills, no result.
It's not the sellers fault, they ordinary people, they didn’t go to sales training, they don’t know what to do in this or that situation, they don’t want to read a lot of books for training or learn anything at all. This is true.
Here are a few of my suggestions for why visitors leave your store without purchasing lingerie.
- Nothing in the store caught my attention
- Need it, but don’t have the money to buy something
- I don't like what the seller offers
- Don't like the seller (unconsciously)
- No trust (unconsciously)
- We needed a cheaper option, but they offered us an expensive one
- I'm used to buying elsewhere
- I'm more satisfied with the underwear I'm currently wearing
- I really liked the product in another store
- He wants it, but he’s sorry for the money (the toad is strangling)
- Doesn't believe what the seller says (consciously)
- Wants to bargain (sporting interest, but in your store they don’t like sports)
- Wants to save money
- Doesn't understand the value of the product
- I didn't expect it to be so expensive
- Wants to buy, but leaves to compare with other stores/departments
- I’m not sure what I need to buy right now, etc. etc...
What is all this for?
Moreover, people have many real reasons to refuse to buy you. Moreover, most of these reasons are created by the seller through his actions or inaction.
But not every salesman is talented. You tell me. He's not a psychic to read people's thoughts. How should he act?
Yes, he is not a psychic, but no special talent is required from him. In thousands successful companies From fast foods like McDonalds to auto manufacturers like Mercedes, sellers use sales scripts (speech templates) to work with clients. They have a set of templates and use them in their work. Almost any successful linen network company Incanto type has a corporate sales book (scripts).
Thanks to written sales scripts, well-known lingerie stores practically do not suffer from staff turnover, because they can train new salespeople as quickly and easily as possible. They just need to correctly select people capable of such work and that’s it. No complicated training. It's simple. The only thing you need to do is monitor the execution of sales scripts, especially at first. You can do this yourself, being in the store and listening to what your salespeople say and how, or with the involvement of a secret buyer (for hire or a friend/friend). It couldn't be easier!
Help your sellers, yourself and your business. Write it yourself or order the writing of sales scripts and speech templates that are suitable specifically for your store. Each individual store needs to write its own sales scripts. There are no universal sales scripts for everyone at once.
The fact is that each lingerie store sells products in different price categories, each store has its own competitive advantages, different positioning, clients different levels income and position, etc. The sales script must take all this into account. If your outlet is located in a complex with a bus station, then you need an aggressive sales script. If you get the main profit from regular customers, then this will be a different script. If you sell fashionable and bright youth collections from the inexpensive segment, then this is one situation. If you sell expensive classic lingerie, then another. In general, I think the train of thought is clear.
You need your own unique speech patterns, your own set of stages and structure, your own catchy words, your own meanings, etc.
You cannot take a sales script from one application conditions and use it in your own conditions, in a completely different context. The result may be the opposite of what was intended. Writing a sales script is a delicate matter that requires understanding and patience.
To write competent and working sales scripts, you need to understand how to make it very difficult for a buyer to refuse you.
In general, there are two types of refusals: logical and emotional.
There are few logical reasons to refuse a purchase and they are clearly formulated in a dozen phrases.
But there can be many emotional refusals, as well as emotions, but the main emotional component that kills a sale is the lack of trust.
The professionalism of the seller lies in the ability to evoke trust and other necessary emotions in the buyer. The rest will be much easier to do.
Often the buyer acts instinctively, without thinking. And the two strongest instincts are flight and rejection. There is also an instinct of self-affirmation, which finds use if the buyer refuses you. He becomes the master of the situation and is emotionally saturated, while the inexperienced seller goes into an emotional minus.
Seller or buyer. Who wins?
When selling, do not give the buyer any reason to refuse you, handle objections competently and you will come to victory together with him.
Which stages of working with a buyer cause difficulties for sellers and are described by scripts:
- Starting a conversation
- Making contact
- Identifying needs
- Selection of options
- Sale of fittings
- Up sell (selling a more expensive product) and cross sell (upselling)
- Dealing with objections
- Completing the sale
Rules you need to know when writing and using sales scripts.
- Do not argue with the client if you want to sell him something, do not prove that he is right or superior.
The buyer will receive a negative emotion and go into a defensive position, and you will not sell even an excellent set of underwear at the lowest price.
An example of how to always agree with a client, even if he makes impossible demands:
You can sell this set at a 50% discount, that price will suit me.
Usually- Of course not. This is impossible.
Need to- Of course, I would give you a discount and more if we marked it up 200% on top. I really like you, but...
Remember, you are working for results. To achieve results, you need to do everything correctly, even if you don’t like it for some reason.
- Get the client to talk more.
Each additional word from the seller is a risk of refusal. Reduce risks to a minimum.
Often a person already wants to buy something, but then some unnecessary phrase is heard from the seller, which raises additional doubts in the client, and he refuses to buy.
Understand that people, especially women, love to be listened to. If you start a conversation with a buyer, let him talk more, then your chances of success will increase. You just need to conduct the dialogue in the direction you need, and sales scripts will help you with this.
- Use the wording You, instead of I.
Usually- I can offer you something...
Need to- You can choose something...
Everything is clear here, people don’t want to hear about you, they want to hear about themselves.
The primary task of the seller is to inspire trust on the part of the buyer. If there is no trust, then any cool sales techniques may not work.
Trust is caused by both non-verbal and verbal (speech) techniques.
To build trust, you first need to establish contact.
How to understand that contact has been established.
If the buyer answers questions, asks for your opinion, smiles, talks more than you, accepts compliments, calls you by name (sellers must have badges for this), then this indicates that contact has been established.
How to competently take a position in a conversation.
Errors.
Quite often, sellers express their opinions, thereby indicating their position on the subject of conversation. But your opinions may not coincide, and then an internal conflict occurs in the client’s head.
Examples.
1) - You chose an uncomfortable bra, better look at this one.
I trust my choice and want to try on what I choose.
2) - Show me that robe over there.
I think you won't like it when you try it on.
I know better.
If your opinions coincide, then there will be no conflict.
You should only give opinions if you have a good rapport, or if a buyer asks for your opinion, or if you are making an aggressive short sale.
The more opinions you express, the higher the chance of disagreement with the client's opinion.
The stronger you stand on any position or defend your rightness, the more the client resists. Sometimes you won't hear it, it will happen in his head.
How to do it.
To indicate a position, you need to formulate questions correctly, not answer the buyer’s questions unambiguously if his opinion is not clear, and use words that reduce categoricalness (this happens, maybe not entirely so, most likely, sometimes).
If your position is not clear, then there are no contradictions, nothing to argue with.
Usually:- It doesn't suit you.
Need to:- It seems to me that we can consider more interesting options.
Sometimes, it is possible to blur the client’s rigid and categorical position.
I need a bust for up to 700 rubles. (And we, for example, have the cheapest busts for 800 rubles)
It’s clear, as far as I understand, you are focusing on the economy segment. (We are trying to expand the price range)
If you want to advise something, ask permission first, especially at the beginning of the conversation.
Example.
What to do if the client refuses the offers received and wants to leave.
Example.
I don't like what you showed. Uninteresting models. I'll come next time.
Of course I don't like it. Usually, underwear becomes interesting when you try it on. I suggest trying on these two sets and in the process I can pick up a couple more interesting models.
When working with a buyer, we work with objections up to 3 times in a row. It takes persistence.
If we receive a final refusal, then when we say goodbye we need to try to create a basis for possible sales in the future.
Example.
Thank you for visiting us. Next weekend we will receive new product, and there will be interesting models for you. I can notify you by SMS if you want...
Not worth it.
I understand you. If you're here next weekend, come see us. I'll be glad to see you.
Own devaluation.
Own depreciation is typical for insecure sellers; it is read by the buyer on an unconscious level. It will be very difficult for you to sell if you devalue yourself, because it will be easy for the buyer to build a line of refusal, he will have every reason for this.
Signs of self-depreciation:
- shifting gaze and inability to hold the buyer's gaze
- justifications and ingratiation with appropriate intonations
- apologies for no reason
- fuss and uncertainty in speech and movements
- high pitched voice
How to treat.
You just need to initially not accept sellers who lack confidence. Force learning speech patterns and possible responses to objections. Practice various situations using sales scripts as a basis for confident behavior.
Depreciation of the buyer.
It is mainly expressed intonationally (when something does not suit the seller) and in the hidden meaning of expressions. It happens unconsciously; sellers often don’t notice it themselves.
Example.
Actually, we only sell expensive French lingerie (with intonation coloring).
So will you take something or not (with intonation coloring)?
I’ve been working for ten years, and this is the first time I’ve heard what you’re saying.
Etc. etc.
How to treat.
For sellers - slaps on the head, deprivation of bonuses, dismissal.
At home - train self-control, track the reasons for the appearance of such situations and emotions, give an intellectual assessment of your emotions, you can come up with any suitable punishment for yourself.
Attracting and maintaining attention.
Attracting and holding attention usually occurs when a customer enters a store. Also, this need may arise later, when the buyer has already been in the store for some time. In this case, three factors must be taken into account: logical, emotional and temporal.
A person must understand why they are attracting his attention, and see some kind of benefit (logical or emotional) in this.
Attracting and maintaining attention must occur on time. In general, it is ideal to influence the buyer when he is not distracted by external stimuli for a long time and can completely switch to you. That is, if a person is talking on the phone or explaining something to a child or something else, then you should not interact with him at this time.
Example of a soft script (minimal pressure): Buyer just walks into a very large lingerie store.We catch the buyer's eye. With attention to him we say:
Hello. I'm your local lingerie guide. If you have any questions, I will be happy to answer them, just let me know. Make yourself at home.
After a person enters the store, we keep him in our field of vision (we run our eyes). You don’t need to follow him, you don’t need to constantly look at him either. If the buyer gives a signal (a look, a question, looks at something for a long time, tries to attach the bust to clothes, etc.), then we move on to the next stage.
Example.
Hello. Today, you can purchase brands 1, 2 and 3 from us much cheaper than in branded stores. We are often recommended as the most bargain store. If you need me, just let me know.
This example is given for a department in a large shopping center with a large number of branded lingerie departments. Competitive advantage for the buyer it is low prices to the leading positions of those brands that are sold in the same shopping center.
The range of these brands is not very large. Other (unique to the shopping center) brands are presented in a wider range, and their markups are higher.
The competitive advantage for the store itself is the maximum profit from one sale, by dragging customers to other higher-margin brands and numerous upsell options.
How to write and apply sales scripts yourself.
Writing a list problematic issues and situations. We write down options for getting out of them.
Problematic issues must be identified at each stage, without omissions.
Learn from the experience of your successful sellers, and on this basis write sales scripts for others. Then you will have fewer problems with implementation, because... most lagging sellers (or new ones) believe that best sellers know some secret that helps them achieve results. Use this to effectively implement scripts, using the example of a sales leader.
Act out written scenarios within the team live, before implementation. Edit if necessary.
Your speech templates must be tested before use. They need to be learned by heart, word for word, like poems in school, with expression.
If sellers don’t learn the scripts, then when talking with the buyer they will think about how they can not forget the text, instead of selling. This will be noticeable and will cause negativity on the part of the buyer.
The higher the status of the store, the more mandatory the use of high-quality scripts.
Stage - Start of conversation.
Includes the following sub-stages:
- Greeting self-presentation
- The meaning of the appeal
- Obtaining an Interest in Principle
- Setting a program
- Removal of future objections
- "Own game" technique
How to start a conversation with a buyer.
"False withdrawal" technique
Example.
- (We approach, we smile) Hello, my name is... I am a consultant... (the client tenses up). If you need any advice, please contact me, I will be nearby.
(The seller turns around, preparing to leave, the client relaxes, sometimes calls the seller back. If the call does not occur, then the seller takes a step in the opposite direction, after which he turns around and asks)
By the way, if you are interested in this particular bra, then it has several modifications. Tell me, do you already have some options to choose from?
Technique "Gaze"
Teach sales associates to catch the customer's gaze upon entering or later as the customer looks around the store. As soon as eye contact is established, the seller evaluates it as a reason to start a conversation and gives the opposite reaction with a smile, facial expressions, gestures (I see you, I’m already running) and hurries (not waddle) to the buyer.
After this, it will be more difficult for the buyer to refuse consultations, because there was a reason - this was eye contact and emotionally positive feedback from the seller.
Butler technique
The employee standing at the entrance (administrator) greets the buyer with a smile and informs him that he will now send a personal consultant.
Example.
Hello. We are glad to see you, come into the hall, see whatever you like. I will now send a consultant to you, and if you have any questions, he will be happy to answer them.
After the seller approaches, the likelihood of non-acceptance of the consultation will be much lower, because The buyer himself enters the administrator area. Also, having caught the eye, the administrator uses it to respond: smile + text. The phrase “I’ll send it” does not require any response right now, unlike the phrase “Can I help you?” In this case, a program of action is set. It will be much easier for the seller to approach the buyer and start a conversation.
"Continuing the conversation" technique
The buyer walks around trading floor. At the moment when the buyer stops, or looks at something, puts the bra to himself (as if trying it on), the seller comes up and begins to talk (as if he is continuing the dialogue that has already begun). After voicing the initial information, there must be a question to the buyer.
Reasons and reasons for using the “Continuing the Conversation” technique.
Technical data.
Example.
This bra has detachable straps and a silicone back. Tell me, what clothes do you choose a bra for?
New items.
Example.
This lingerie is from the latest collection and it uses very interesting lace. What size do you wear?
Status.
Use with caution, not for all clients.
Example.
This model is chosen by high-status people who care about prestige. Tell me, how important is this for you?
Promotion.
Example.
This model is participating in a promotion for regular customers. Tell me, do you have a loyalty card?
Quantity limitation.
Example.
This collection is a limited edition and there are only a few sets left. I think it will be your size. Tell me, are you planning to buy lingerie today?
Reviews.
Example.
Judging by customer reviews, the underwear of this brand is very comfortable to wear and does not deteriorate when washed. Tell me, are you already familiar with this brand?
Your opinion.
Use with caution, because the opinion may not coincide with the opinion of the buyer.
Example.
This bra will go well with your light blouse. Tell me, do you have a lot of light-colored tops in your wardrobe?
Assumption.
Example.
Excellent choice, you can immediately see what you have good taste. What exactly attracted you to this robe?
Sense of humor.
Example.
All sizes of this model will be sold out soon. Why are they selling out all the best? (With the right intonation)
Question.
Example.
How good do you think you will feel in this bra?
Once the conversation has begun, any appropriate techniques and techniques can be used.
Greeting and self-presentation.
What you can use:
- Vivid statistics - We are glad to see you in a store with a 30-year history. You can find out from me everything you want about all 15 lingerie brands that are presented to you)
- Non-standard comparisons - I’m in the process of selecting lingerie for curvy figures, and I’ll be your personal stylist.
- Mention famous brands(You can buy 1, 2, 3 from us...)
- Indication of the buyer's highest benefits from working with us (We dress all the most fashionable girls in the city, I will select the perfect underwear for you as quickly as possible)
You can use phrases like this:
- when women want to find something special, they come to us first;
- When my friends want to buy lingerie, they immediately call me.
The meaning of the appeal.
The meaning of why you are contacting a person must be said. Many people think that this is already understandable. This is clear to you. And buyers very often do not understand what they want from them, hence the possible negative reactions.
It is better to present the meaning of the appeal neutrally, without emotional overtones. By pronouncing the meaning of the message, we do not devalue ourselves and do not devalue the buyer.
Examples:
1) - I approached you because as soon as I saw you, I immediately realized that I could be perfect for you;
2) - You can ask me any questions if they arise.
Setting the program.
The program is set in order to relieve the client’s initial fears and describe what will happen and how, naturally, in the order we need.
What initial fears might a client have in order not to communicate with the seller:
- suddenly I don’t like anything, I don’t want to be obligated to the seller (happens unconsciously)
- I don’t want to buy anything right now, so I don’t want to communicate
- I don’t want anything to be sold to me again
- again those annoying appraising glances
- I don’t have much money, but again they’ll offer me all the most expensive things
- They will bother me again, I know everything myself, I want to choose my own set, etc.
Example of an aggressive sales script:
Hello, I am a lingerie selection consultant. Can you...(client interrupts)
I don't plan to buy now. I just came in to look and ask the price.
This is already good. Even if you leave without purchasing, I will be happy to work with you. I just really like to chat and pick out underwear. Let's find you underwear at a comfortable price and go to the fitting room so you can see how well it suits you. What do you say?
Usually, the salesperson, if he is interrupted and the conversation is cut off, begins to mumble and stops working with this visitor. But in this case, we have an aggressive script that assumes that the seller does not let the client go until the very end (an element of pushing), until he makes a purchase or expresses a final refusal.
If objections are not addressed and fears are not addressed from the very beginning, the likelihood of a sale decreases. Moreover, in this case, we remove fears with the same words with which they were voiced. After setting the program, the likelihood of fitting increases, which in turn increases the likelihood of a sale.
Obtaining fundamental interest.
Principal interest is the point from which the development of the sale begins. If you receive a refusal during the sales process, you can always return to your fundamental interest and develop the sale again. This is your safety hook, below which you will not fall.
Ways to obtain fundamental interest:
- Reliance on the fact of the visit.
Example.
It's so good that you came to us. I assume you want to pick out some underwear. By the way, what exactly are you choosing?
- Focus on the client's benefit.
Example.
You probably want to find something special for yourself. I can select your underwear like a professional stylist. What do you say?
- Reliance on the fact that a person already walks around and chooses underwear.
Example.
You still go and choose underwear. Let me advise you. Moreover, it will be much more interesting with me. We are waiting for an answer
After one of these phrases, you need to pause. The length of the pause should be determined by eye, according to the degree of customer loyalty, and according to all external manifestations.
The less loyal the client, the shorter the pause.
After the client responds, we can use his response as insurance against possible objections.
During the conversation, you can refer back to your insurance.
Examples.
Well, you agreed that I would help you with your choice. Let me get the job done.
2) - I don’t like these models, I’ll probably go.
You said that you are looking for a classic smooth bust under a blouse. I have a couple other options for you. Don’t give up what you started halfway.
Removal of future objections.
This is a very powerful tool. The meaning is simple. You are inoculated in advance against the most common customer objections.
Example (removing the hidden objection “Expensive”).
We have underwear in different prices. If the price of something seems high to you, just be honest about it, we will find something else.
The difficulty of an expensive objection lies in the fact that many simply do not voice it and close the purchase under other pretexts. Therefore, it is better to avoid such a situation in advance, so that the person voices it when it arises.
You can also work on preliminary removal of any other common objections, such as: I’ll think about it, I’ll come to you later, etc.
"Own game" technique.
You set your own rules (clear selection criteria), limit the buyer’s room for maneuver, so that it is more difficult for him to refuse your offer.
Example:
Realizing that you could look at lingerie in other stores and probably already understand what you need, tell me what the ideal option should be for you to choose it?
No, I came to you first. (a person can answer yes, it doesn’t matter to us)
Wonderful. And yet, what should be the ideal option for you to choose it?
We need to extract from the buyer clear boundaries (criteria) that need to be met (price, quality of materials, exact color, a certain type of bra, etc.) If you select something within these parameters, then it will be much more difficult to refuse.
...
From the big personal experience I can say that after implementing the scripts, sales increase from 20 to 200%. This is not a joke, this is real. It all depends on your current level of sales and the professionalism of the sellers. The lower it is, the higher the results can be.
You can learn more about how to sell the bottom correctly, how to write sales scripts correctly and what speech templates to use in the course.
If you want to order a collection of speech templates and sales scripts, then fill out the form right now.
Selling swimsuits requires more commitment from the seller than, say, selling clothes, or even underwear. The swimsuit consists of two elements; accordingly, both the swimming trunks and the bust should fit in size. With the lower part the situation is simpler. It’s more difficult to choose a swimsuit top that will highlight the beauty of the bust or help restore “ discouraged» chest in its proper place
Main task seller– analyze the client’s figure and unobtrusively suggest models that will emphasize the advantages of the figure and hide flaws. In this matter, the main thing is practice and delicacy. Often women are embarrassed to show the seller the model they are trying on, and simply state from the fitting room: either the size is large or small. The skill of the seller is to liberate the client, to make him understand that he wants and can provide real help. You should make contact at the display window, then it will be easier to work in the fitting room.
The seller should ask questions to understand what is required from a swimsuit and for what purposes it will be used. Often, the buyer believes that he can visually determine his size - a deceptive impression. But you should not immediately sober up the client if you have determined with an experienced eye that the size will be clearly small. Let the client try on this swimsuit, clarifying that you are afraid that it will be too tight. In the meantime, think about which models you should offer to try on. Remember - an undressed client in the fitting room is already 90% your client. Women often remember their previous swimsuit, which lasted them “a million”, show interest, ask to tell what kind of swimsuit it was, maybe you have something to offer of a similar type.
If the client has decided on a swimsuit model, do not forget to offer related products. For a separate swimsuit - a pareo, a beach bag, a hat, for a joint swimsuit - a pool cap, glasses, flip flops. Please note that swimming trunks for men and children's swimsuits are on sale (if you have them, of course).
We bought a two-piece swimsuit from you. Great. Offer to look for a joint one for the pool, and vice versa - a separate one for sunbathing. Do everything so that the person remembers that you have swimsuits for all occasions.
If you have offered many models, and the client still couldn’t make up her mind, under no circumstances should you be upset about this. Offer to stop by when you have an appointment. Not all people are ready to make a purchase right away. Perhaps your customer will return to buy tomorrow.
If the seller manages to help the woman choose a comfortable model, decorating the figure, then undoubtedly this client will become your regular customer and will recommend your store to others. And reputation in trade is not an unimportant thing.
On the eve of the swimming season and the holiday campaign, the issue of purchasing a new beautiful swimsuit is very relevant. This is exactly the item of clothing that you just can’t save money on, otherwise you risk ruining your beloved’s entire vacation. You can walk around the shops, where the choice of swimsuits is quite rich, look around and buy the model you like.
This option is suitable for everyone whose figure parameters are close to standard. However, many women are well aware of such problems as small breasts and wide hips or, conversely, narrow hips and luxurious breasts. IN lately A fairly common disease is breast cancer, when medical reasons require surgery to remove the breast. While fighting for the patient’s life, surgeons are not particularly concerned about the aesthetic problems that subsequently arise in women who have undergone surgery to remove one or even two mammary glands.
Even the highest quality prostheses can only be used with a very tight-fitting bra (what kind of swimsuit is that), and in some, especially severe cases, even closed swimsuits cannot hide deep scars. We focus our business, first of all, on those representatives of the fair half of humanity who simply cannot do without our help. At least don’t go to the beach or the pool. Often they do just that, because a person on the beach who does not take off his clothes even while swimming causes, if not bewilderment, then, in any case, genuine interest. Let's try to help all other women, without exception, even those with an ideal figure and no medical or aesthetic problems, but who do not have the extra money to buy an exclusive swimsuit model, but really want to have one.
We rent a small room where, at first, there should be a workshop equipped with special equipment (one machine for sewing knitwear and an overlocker will be enough). We will install the fitting room directly in the workshop, away from possible casual spectators. We will definitely equip the door with a latch lock so that women feel completely safe when trying on a swimsuit. Mirrors should be positioned so that the customer sees herself from all sides and can appreciate the work of our craftsmen. In the hallway-hallway (it all depends on the size) we will organize an administrator’s corner, whose main duty is to introduce clients to the list of services offered, to interest customers and guide them to the specialists.
Now directly about the masters. IN staffing table the position of a tailor-cutter should be provided (it is better, but not at all necessary, if this is a specialized specialist in sewing lingerie). We do not invite designers and fashion designers until better times. Model range We develop, taking into account fashion trends and current colors of the season, not forgetting, of course, about the good old classics, and further taking into account the demand for specific, most popular models. If you couldn’t get a specialist in sewing underwear, we conduct a master class for a tailor-cutter (of course, it must be a woman), using specific examples - several old swimsuits need to be disassembled into individual parts and based on them, make patterns that will be used in work .
We set up a showcase where we display popular models this season, as well as those products that are designed to hide aesthetic problems and figure flaws. They should be made as elegant as possible so that our products in no case give reason to even think that the owner of the swimsuit has a problem. To achieve the intended goal, we close the problem areas and, as much as possible, but always respecting the proportions, open those areas of the body where, as they say, there is something to show. In order not to turn such a swimsuit into a diving suit, in addition to elastane, polyester - materials that are usually used in the production of swimsuits, we will make decorative elements designed to hide problem areas, or create the desired effect, from chiffon or light silk, but we will definitely select everything fabrics in one color. For the same purpose, you can use various rhinestones, sequins, buttons, rings, embroidery (you should make sure that our sewing machine performs the embroidery function), etc. The main thing is that everything is in harmony and does not exceed the permissible measure. You should not use thermal appliqué; it is unlikely to last long on a swimsuit. Many women are not limited to buying only a swimsuit, but certainly want to have a beach set. We will offer them sewing pareos and making a beach bag in the same style and in the chosen color.
I won’t go into detail about fabric suppliers. Today the choice is so great that concluding a profitable contract for the supply of materials will not be difficult.
Do you know that OWN LEOTSUITS FOR GYMNASTICS CAN BE FOR SALE(with good benefits for yourself) ABROAD.
For this purpose, a new notice board has been created for the sale of gymnastic leotards abroad. It is better to fill out advertisements in English and describe your purchase in as much detail as possible so that later you do not have to answer many questions for each buyer (in a lesser-known language).
Those who do not know English can use Google translator. To make the automatic translation as correct and understandable as possible, you should use short, clear sentences. Let's say instead of CHARMING, STUNNING, STUNNING use BRIGHT, SPECTACULAR, RICH COLORS, etc., that is, frequently used words and expressions, in this case you can be sure that they will certainly be translated correctly. Don’t be lazy when creating a description, even in separate in simple words, since people often search for products by color, country, city, age, size.
Since gymnastics is one of the most popular sports in our country, there are therefore a lot of children competing in competitions. And sad as it may be, swimsuits for performances are often very expensive. big money, even if you sew them yourself (rhinestones are very expensive and are used in large quantities). And if my daughter is studying rhythmic gymnastics for several years, this greatly affects the family budget.
Often families deny themselves many things in order to be able to pay for their child’s travel to competitions, training, trips to training camps, items and, of course, good, high-quality swimsuits for performances. But as you know, children grow up very quickly and sometimes before a girl has time to perform a couple of times in a new swimsuit, it becomes too small and she has to sell it at a reduced price in order to be able to pay for the next one.
But this is not always easy, since the CIS market is very oversaturated with swimsuits for performances, and abroad people experience a clear shortage of craftsmen capable of sewing something sensible. And besides, foreigners have a very positive attitude towards online shopping (unlike our customers), especially if these are goods that are quite problematic for them to find in their own country. So there is no need to leave your new and used swimsuits collecting dust in the closet if you can, by selling them, please both the buyer and yourself :) Moreover, fashion is so changeable and designs quickly “grow old”.
Several useful English expressions to fill out the ad.
Rhythmic gymnastics competition leotard
- Chest-
- Waist-
- Hips-
- Torso (body) -
- Color-
- Size-
Hand painted.
Website address:
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I want to go to the sea: how swimsuits are taking over the fashion market
A few years ago, swimsuits were bought to swim and sunbathe. And they were made by very specific (few) brands. And now beachwear has become one of the most promising segments of the industry. Why?
Maybe you remember these jokes in comedies of the 2000s and TV shows like Desperate Housewives? The Rich Man angrily asks: “You gave so many hundreds of dollars for two threads and three triangles?!”, and the Beautiful Woman throws up her hands: “Actually, this is Chanel!” But jokes aside, women didn't have much choice before. They were very interested in swimsuits expensive brands, and the mass market was just gaining momentum: in the stores of the first Benetton and Mango, a miniature rail with swimsuits occupied the far corner. Yes, lingerie brands also made clothes for the beach, but they were either frankly unfashionable and aimed at adult buyers, or also expensive (if we talk about premium lingerie lines). Of course, we cannot ignore specialized brands - Calzedonia and Victoria's Secret Swim, sports Roxy and Speedo have been around for decades, but it's not like their beach lines were previously of interest to the fashion community as much as they are now, and therefore to design in the nineties and early 2000s They didn't have much variety. As a result, the dubious humor of the filmmakers had a real basis: this market segment existed, as it were, in a vacuum, and, despite its obvious indispensability, swimsuits vegetated in the shadow of other clothing categories.
Today, according to the research agency Euromonitor, the swimsuit market is one of the most promising and fastest growing in the industry: in 2014 its annual volume was $20.9 billion, and by 2020 the figures will have reached
Maybe you remember these jokes in comedies of the 2000s and TV shows like Desperate Housewives? The Rich Man angrily asks: “You gave so many hundreds of dollars for two threads and three triangles?!”, and the Beautiful Woman throws up her hands: “Actually, this is Chanel!” But jokes aside, women didn't have much choice before. Very expensive brands were selling swimsuits, and the mass market was just gaining momentum: in the stores of the first-generation Benetton and Mango, a miniature rail with swimsuits occupied the far corner. Yes, clothes
They also made underwear brands for the beach, but they were either frankly unfashionable and aimed at adult buyers, or also expensive (if we talk about premium underwear lines). Of course, we cannot ignore specialized
brands - Calzedonia and Victoria's Secret Swim, sports Roxy and Speedo exist
for several decades now, but it’s not like their beach lines were previously of interest to the fashion community as much as they are now, which means that their designs in the nineties and early 2000s were not diverse. As a result, the dubious humor of the filmmakers had a real basis: this market segment existed, as it were, in a vacuum, and, despite its obvious indispensability, swimsuits vegetated in the shadow of other clothing categories.
Today, according to the research agency Euromonitor, the swimsuit market is one of the most promising and fastest growing in the industry: in 2014 its annual volume was $20.9 billion, and by 2020 the figures will have reached
$28.3 billion. An increase of almost one and a half times in six years - what is it?
Today, the swimsuit market is one of the most promising and fastest growing in the industry.
This is due to several factors at once. Firstly, traveling today is a much more affordable pleasure than before: air tickets are inexpensive, and even a luxury resort can be accessed at an affordable price if you wish (thanks Airbnb). Accordingly, there are more people who travel a lot, and they continue to delight others, forming a relevant audience around them. Traveling to the seaside is still associated with dreams, and fashion is the best way to sell dreams. “Swimsuits are associated with the idea of freedom, relaxation, happiness. After a whole year of work, meetings, family affairs, people want to relax, and this relaxation begins with the issue of choosing a swimsuit,” agrees Anna Pankratova, image and communications department of Calzedonia Russia. In addition, there is a pleasant bonus for swimsuit brands: due to constant travel, beachwear is less and less related to summer season and is in demand all year round.
Kendall Topshop
Chanel Cruise
We have all become more or less dependent on social networks and the proverbial likes, so a spectacular beach outfit has almost surpassed the tropical landscape in terms of importance. This is confirmed by Ekaterina Kireeva, Marketing Director of Agent Provocateur: “The cult of luxury has taken over social networks, and luxury is inseparable from seaside holidays and yachting. Swimwear, accordingly, is also an immediate attribute of this dolce vita. Plus, it’s no secret that the millennial generation is obsessed with themselves and their appearance. And allow yourself 25 vacation selfies in the same swimsuit
they just can't. Previously, there were basically no special requirements for swimsuits
there wasn't. It needed to cover everything needed and be comfortable. Now
everyone wants to highlight their assets and look chic on the beach. For some
The tanning process itself has become secondary, the main thing is the effect that a girl will produce when she appears in a swimsuit from Agent Provocateur.”
Thirdly, an elastic thing that used to go in logical connection with the sea/pool/other big water, now they are worn even in the city. Like a bodysuit, like crop tops, even like short shorts (if the swimsuit is separate and involves retro swimming trunks
with a high waist) - in different ways. And giants like H&M make special collections
with advice on “7 ways to wear a swimsuit after the beach,” as if taking him out of the zone of gray morality. All this fits more than successfully with bodypositive trends and the apres sport style. We are sure that swimsuit manufacturers are delighted with such coincidences.
Most people like to look at beautiful people in swimsuits and associate themselves with them.
As a result, an interesting situation arose. Where there was complete calm 15 years ago, now everything is boiling and bubbling: swimsuits even have a separate Fashion Week.
There is a huge demand for swimsuits, and there is a corresponding supply.
And competition, within which everyone is trying to increase capacity. For example,
in 2014, representatives of Victoria’s Secret announced that in addition to the famous “angels” show, the brand would hold an annual swimsuit show. And they kept their word: an hour-long video story about how the VS beach catalog was filmed was released twice - in and years ago, and it was broadcast on CBS. But neither investments, nor broadcasts on TV, nor even VS models - unearthly beauties - helped the brand. In April of this year, the brand's management decided to close the Victoria's Secret Swim line. Swimsuit sales accounted for only 6.5% of the total, which was disproportionate to costs. But
at Calzedonia, judging by the results financial reports, Everything is fine. A representative of the brand confirms that the swimwear market has changed quite a lot: “Today consumers are much more aware of trends, different types materials,” he told The Blueprint, but noted that the most effective way fight
for the buyer and with competitors - offer them a variety of quality products
and track feedback. Clearly, Calzedonia is succeeding so far.
Triangle
Victoria's Secret Swim
Giant brands have to fight not only with each other, but also with thousands of baby brands. They do not have a long history, such sales and budgets, but they have the courage and motivation to look for other ways of development. Take, for example, the super-successful young brand Triangl Swimwear. She appeared in Australia in 2012 and instantly became famous for her colorful swimsuits under $100 from the typical
for neoprene beachwear. Already in 2014 annual turnover brand amounted
$25 million and counting. “Initially there weren’t many opportunities in the Australian market to create very high quality- the main demand is for bikinis costing up to $100. At the time, our swimwear market was essentially divided into two camps: surfer brands and high-end designer brands. Therefore, our goal was to get into this small gap between two existing categories and will appeal to those girls who have the same requirements for swimsuits as I do,” Erin, co-founder of Triangl, told The Blueprint. But she emphasizes that the success of her brand is not just a lucky coincidence: “Our clients are the main thing for us, we are focused on them as much as possible. This is expressed in everything from the design of our swimsuits to our online activity and the work of our social networks. We also came up with a chat with a support employee -
this service operates on the Triangl website 24/7, we instantly respond to what the client tells us. This ensures that we meet high levels of expectations. We want the Triangl experience to be absolutely flawless in every aspect, from the first click on our website to the receipt of your order.” It turns out that new brands treat their business like adults and are initially geared towards the most relevant approach for today’s retail: “sell an experience, not a thing.”
“They simply cannot afford 25 vacation selfies in the same swimsuit.”
Or let's take another young brand - For Love & Lemons, child of the Instagram era
from Los Angeles. At first, the brand team made weightless underwear without wires and foam, which was appreciated by both young girls from social networks and large retailers like Revolve Clothing. Strength For Love & Lemons has a proven aesthetic, so popular that a lot of girls want to be involved in it and therefore buy their products. The brand now has 2.6 million followers on Instagram and wide range- from girlish dresses to swimsuits, in which almost all instagirls were spotted this summer. At the same time, premium young brands are emerging that offer cool designs with excellent quality. One of the most striking examples is the Brazilian brand Lisa Marie Fernandez. Lisa Maria makes swimsuits that are just right for the city, the sea, and parties on a yacht: with flounces, large details, but at the same time laconic. She started her brand in 2009 - then, in her words, “the market was very malleable, nothing was happening in it.” Today, Lisa Marie Fernandez swimsuits are sold in 182 stores around the world, and although their prices range from $300 to $900, customers are more than satisfied with everything.
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