Q&A with Ann Deal of Fashion Forms

This month, for our Q&A, we’re lucky to have had some time to speak with Ann Deal about Fashion Forms and recent developments at the company.

TLJ: What were Retailer’s top three Fashion Forms products for 2010 in terms of response and orders?
Ann: The Tape Dispenser, Nu Bra Ultralite and bra extenders have been the best received by retailers for 2010.

TLJ: We’re excited about your upcoming news for Feb 2011, could you elaborate what you have in store?
Ann: It’s a surprise at the moment. Come February, Fashion Forms will have a big announcement. ..stay tuned!

TLJ: We get a lot of images of POS Displays and window displays retailers create for their products, do you get a lot of feedback/images from your Retailers on how they promote Fashion Forms products at their store?

Ann: We supply most of the retailers with fixtures for their stores for our products. We as a company are very involved in that process. Occasionally when stores offer promotions etc., the store will send us pictures and we will work with them.

TLJ: Does Fashion Forms give any advice, examples to help stores set up attractive and profitable displays?
Ann: Fashion Forms doesn’t give much in terms of advice, however we provide them with fixtures that will work best for their store and traffic.

TLJ: For store owners with websites, how does Fashion Forms help click-and-mortar stores? Do you provide images, drop shipments?
Ann: We provide both images and drop shipments.

TLJ: Have you seen an increase or decrease in lingerie trade show attendance these past two – three years?
Ann: The traffic has been pretty steady for the past 2-3 years.

TLJ: Could you give us a preview of what trade shows Fashion Forms will attend this coming year?
Ann: Fashion Forms will be at Curves, Paris and the International Lingerie Show. We’re looking forward to the shows!

TLJ: For our readers thinking about carrying Fashion Forms at their stores, where should we direct them?
Ann: Fashionforms.com or 800-512-1272.

Ann Deal’s Biography

Fashion Forms, founded in 1987 by Ann Deal could be considered every woman’s best friend! As the founder and creator behind some of today’s most shape changing and enhancing novelties and necessities, Ann Deal rules the world of intimate apparel accessories. If it’s a Deal or no Deal option, Ann makes the deal! She owns more patented items than any other single entrepreneur in the intimates industry and sells her patented products and inventions to just about every major retail chain and specialty store in America, and has a strong global presence as well. “Imagination is our Foundation” is the mantra that Ms. Deal and Fashion Forms adhere to. From the first reusable silicone Breast Petals to the Water Push Up Bra to today’s newest invention, the Seamless Backless Strapless Bra, Fashion forms is sold at over 9,000 doors from Neiman Marcus, Saks Fifth Avenue, Macy’s, Belk’s and Bloomingdales, and, with special collections for Wal-Mart, K-Mart and Target among others.

Ann Deal, a gregarious, platinum-haired, Southern belle, who now resides in California, keeps her eyes sharp to find or create ingenious products wherever she goes. “ I believe in life being fun and I look for solutions for women to make their lives easier and more beautiful, by delivering the newest and the best non-surgical, breast enhancing bras and bra accessories for special occasion fashions and every day wear,” says Ms. Deal.

Raised in North Carolina, Ms. Deal stems from a family of entrepreneurial retailers. Ann started her career as a buyer of intimate apparel for Rich’s department store. In 1987, Ann turned her dream of having her own business into a reality when she founded Freedom Forms in Florida. In 1993 she re-located the company to California under the new name, Fashion Forms®. With over 27 years in the industry, a team of retail friends, an out-going personality and most importantly with a star product: the Adhesive Body Bra, Ms. Deal was well on her way.

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