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Seven ’til Midnight’s Baby Got Curves Collection

Seven til Midnight Baby Got Curves

Above: Seven ’til Midnight’s Baby Got Curves stretch satin bustier featuring removable adjustable straps, underwire, lightly padded cups, hook and eye closure, gold hardware, removable garter straps, and thong.

“We understand there is a lack of fashionable selections with fabulous fit specifically tailored for a plus size customer & we want to make sure to fill that void as much as possible.” Lisa Tran, Seven ’til Midnight.

$6.5 billion dollars. That’s the estimated worth of the plus size market – a growing category for retailers and brands. Consumers are demanding more options and styles and each month, we’ll be showcasing the best in plus size brands along with a dose of retail advice. Recently, Holly Jackson shared five ways to improve plus size lingerie sales that’s a must read for anyone selling intimates.

This month, Lisa Tran, Public Relations Coordinator for Seven ’til Midnight joins us to talk about the brand’s dedicated plus-size collection, Baby Got Curves. Read on to learn more about this collection:

Q&A with Lisa Tran of Seven ’til Midnight

Seven til Midnight 9787X Cupid's Bow Chemise

Above: Seven til Midnight Cupid’s Bow Chemise.

Lisa, thanks for taking the time to talk to us about Seven ’til Midnight’s Baby Got Curves collection. For our readers who aren’t familiar with this range, can you give us an overview?

Our Baby Got Curves collection is dedicated to our plus size customers and offers both hanging and packaged styles with sizes ranging from 1X/2X to 3/4X and One Size Queen. Many of our main collection pieces are available in our Baby Got Curves collection, providing a wide range of variety and styles to the plus size customer.

How does Baby Got Curves stand apart in the plus size lingerie market?

With the addition of 50% more styles added to the 2014 Collection, we offer a diverse range of looks for the plus size lingerie market. Whether the customer is seeking lingerie with a luxurious and sophisticated flair or sexier and form-fitting piece for the club, we have it all and more in between! We understand that there is a lack of fashionable selections with fabulous fit specifically tailored for a plus size customer and we want to make sure to fill that void as much as possible.

Seven 'til Midnight Ruffle Babydoll with Thong 9892X Seven 'til Midnight Ruffle Babydoll with Thong 9892X backview

Above: Seven ’til Midnight’s Ruffle Babydoll with Thong 9892X.

“With the addition of 50% more styles added to the 2014 Collection, we offer a diverse range of looks for the plus size lingerie market.”

Speaking of fit, could you tell us how the Seven ’til Midnight team worked on getting the fit right for this collection?

For all our designs, regular and plus size, we have weekly fit models that come in prior to the production of a garment. Fabrication with stretch is another key element to ensure our lingerie will provide the customer with a proper fit and comfort.

There’s a lot of variety in Baby Got Curves, giving customers a huge selection from baby dolls to hosiery. Could you tell us what are the best sellers in the 2014 Collection?

We have several best sellers from each one of our trending groups for the 2014 Collection. Within our “Fun and Frills” grouping, our top seller is the Fun and Frills baby doll (STM-9892X). In correlation to this collection’s theme, the “Sex Kitten”, our favorite leopard piece is the Leopard Love chemise (STM-9826X).

A customer favorite in both regular and plus size is our Cupid’s Bow chemise (STM-9787X), a carryover from the Holiday 2014 Collection. Our Good Girl Gone Bad chemise has been added to the Baby Got Curves collection this year after much demand. It has been flying off the shelves since its addition! A few other styles that have been doing well are the Lace with Love bustier (STM-9922X), Euphoric Ecstasy baby doll (STM-9922X) and the classic Midnight Affair chemise (STM-9217X), which has been selling strongly for a couple of years now.

Are there any surprising best sellers?

We’re never surprised to see a new style become a best seller because we spend a lot of time creating each collection. Our team conducts extensive market and trend research and consults with the sales team who received feedback directly from customers. With all the information collected from these resources, we provide new and exciting designs and trends to the lingerie market that we are confident will sell!

Seven til Midnight Midnight Affair Chemise & Thong 9217X

Above: Seven ’til Midnight’s best-selling Midnight Affair Chemise & Thong 9217X.

Do you have any advice for our retailer readers on how to merchandise and/or market Baby Got Curves to their customers?

We always suggest to our new retailers to start off with our Top Sellers list and build from there. Becoming familiar with our sizing and our size chart is also helpful, along with the fabrication, material and fit. We provide sales tools that assist our retailers in making a solid sale. Paying attention to the buying habits of your customers is another crucial key to building and retaining relationships. Lastly, but definitely not least, we always encourage people to reach out to the Seven ’til Midnight team who has an extensive knowledge of the collection and can assist with recommendations and merchandising.

Could you tell us a little bit about the model you work with for Baby Got Curves in your latest photo shoot?

We are beyond excited to be working with Denise Bidot, who has been featured in Forever 21 and Nordstrom. She has been modeling for over six years now and is an inspiration to many girls, telling them to accept their bodies through her work and is proof that beauty comes in all sizes!

Wholesale Questions?

For any of our retailers that want more information about the collection, where should we point them to? Are all the styles available for immediate delivery?

Lisa Tran, Public Relations Coordinator
Our entire 2014 Collection is available and ready to ship!

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