LIVELY Is Introducing a New Style of Sporty Lingerie, or "Leisurée"
Laura McQuarrie — February 13, 2017 — Fashion
References: wearlively & hellogiggles
‘LIVELY’ is a brand that specializes in the creation of sporty lingerie inspired by athleisure, or as it likes to call it, “a new category and POV of lingerie called Leisurée.”
Unlike many lingerie garments that feature lace and frills, LIVELY’s undergarments for women are still feminine and feature rich details, but emphasize the same kind of sharp lines that one might see on the silhouette of a sports bra. This style is exemplified in an item like the brand’s ‘Deep V Bralette,’ which boasts bold stripes and a geometric design.
LIVELY has its own loyalty rewards program, which offers one point for every dollar spent. When 10 LIVELY Points are collected, a customer is able to get $1 to spend.
Unlike many lingerie garments that feature lace and frills, LIVELY’s undergarments for women are still feminine and feature rich details, but emphasize the same kind of sharp lines that one might see on the silhouette of a sports bra. This style is exemplified in an item like the brand’s ‘Deep V Bralette,’ which boasts bold stripes and a geometric design.
LIVELY has its own loyalty rewards program, which offers one point for every dollar spent. When 10 LIVELY Points are collected, a customer is able to get $1 to spend.
Trend Themes
1. Sporty Lingerie - Disruptive innovation opportunity: Introduce sporty lingerie that combines comfort and style, catering to active and fashion-forward women.
2. Leisurée - Disruptive innovation opportunity: Create a new category of lingerie that blends the comfort of athleisure with the elegance of lingerie.
3. Feminine Athletic Wear - Disruptive innovation opportunity: Design athletic wear for women that embraces femininity through the use of rich details and sharp lines.
Industry Implications
1. Lingerie - Disruptive innovation opportunity: Develop innovative lingerie styles that cater to changing customer preferences, such as sporty and athleisure-inspired designs.
2. Fashion Retail - Disruptive innovation opportunity: Offer a selection of sporty lingerie and Leisurée to meet the demand for comfortable and stylish undergarments.
3. Rewards Programs - Disruptive innovation opportunity: Create loyalty rewards programs that incentivize customer spending and provide tangible benefits, such as discounts or exclusive offers.
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