Drapers
It's all in the brief 12/02/2005

Lingerie agents, brands and distributors talk about the market: Helena Boas, Managing Director, Bodas

If you were taking the industry's temperature at the moment, how healthy would it be?
The market has become overcrowded. There are not only a large number of independents out there, but all the high street retailers see lingerie as a natural add-on to their offer. So indies really have to look at how to best promote their point-of-difference.

What is the biggest issue facing the industry this year?
Market saturation will be a big issue. There are so many brands out there as well as retailers, and with new labels launching each season you start to question their longevity. To survive you must have a really good sense of your own brand identity.

Where is the next innovation going to come from in the marketplace?
The next innovation will be very fabric-led, both in terms of building on the use of existing fabrics and exploring the possibilities with new ones - for example, Japan is developing a fabric made from soya beans.

Why is there so little choice in fashion bras for larger cup sizes?
Companies like Bravissimo are very good at fashion bras for larger cups. Bodas goes up to an E-cup, but only in certain ranges as a silk chiffon bra will just not hold an E-cup bust. It is all about fit and comfort.

Are more independents going to shows instead of waiting for brands to come to them?
We show at Lingerie Americas once a year, as this is key in attracting our US customers. We have also shown at Paris in the past, although we tended not to see too many UK customers, especially independents.

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