Walmart's 'Smart & Sexy' line is releasing a collection of model-designed intimates for SS18.
Designed by Victoria's Secret Angel Joan Smalls, this collection hopes to take advantage of a moment of disruption in the underwear market. Smart & Sexy and its parent company 'Ariela & Associates' are Walmart's largest supplier of bras. Consumers are less interested in overtly sensual marketing strategies and designs. Priced at less than $15 and available in an extended size range, Smart & Sexy hopes to gain ground in a market that has been held by large lingerie retailers.
Brands like American Eagle's Aerie have been moving away from an overtly sensual marketing message and towards a more diverse and inclusive one. Smart & Sexy hopes its upcoming model-designed intimates collection will make waves by offering affordable designs created at the same factories as other retailers.
Model-Designed Intimates
The Intimates Collection Joan Smalls Designed for Walmart is Affordable
Trend Themes
1. Diverse Intimates - The trend in the intimates industry is moving towards more diverse and inclusive marketing strategies and designs, providing opportunities for disruptive innovations that cater to a wider demographic.
2. Affordable Luxury - Consumers are looking for high-quality intimates at affordable prices, providing opportunities for disruptive innovations that offer luxury designs at a reasonable cost.
3. Model-designed Fashion - Model-designed fashion is becoming popular in the intimates industry, providing opportunities for disruptive innovations that leverage celebrity designers to drive sales.
Industry Implications
1. Intimates - The intimates industry is ripe for disruptive innovations that challenge the dominance of large lingerie retailers and offer more diverse and affordable options.
2. Fashion - Model-designed fashion is growing in popularity across the fashion industry, providing opportunities for disruptive innovations that tap into celebrity collaborations to create unique and marketable products.
3. Retail - The retail industry is shifting towards more affordable and inclusive product lines, providing opportunities for disruptive innovations that offer high-quality products at more reasonable prices.