A Look at Curvy Kate with Cheryl Warner
by Cheryl Warner, www.investinyourchest.co.uk
It’s easy to forget that upcoming British lingerie brand Curvy Kate are still only in their third year of business. Created to cater for the bigger bust, the brand stocks and sells all sizes from a 28-38 DD (and from a D as of A/W 2011) up to a K cup. The focus of the brand is bra fit and non-exclusivity – practically all styles are available across the board irrespective of sizes.
I’ve have found myself lusting after the brand’s affordable youthful styles ranging from everyday cute comfortable bras such as the ‘Princess’ and the ‘Emily’ to the vivacious and sexy-as-hell ‘Showgirl Collection’.
The Curvy Kate ethos is not only to create great products, but to create a community-style fan base, body positivity, acceptance and healthy curves for women; upheld by a strong internet-based fan base and customer involvement. This is something that they’re fully integrated into their social media outreach.
Since its founding in 2009, the company has held its annual model search competition ‘Star in a Bra’, during which the brand scout out a fan to be the ‘face and bust’ of Curvy Kate for a year. The competition has proved ineffably successful; the rise and rise of the influence of social media platforms such as Facebook and Twitter has spread the word effectively and cheaply for the brand, launching and increasing its growth into the super-brand it is fast becoming.
The use of innovative giveaway competitions via Twitter increased the brand’s followers by hundreds and the Facebook-based voting system gained hundreds of ‘fans’ generating interest and new customers by the day.
I interviewed this year’s Star in a Bra winner Lizzie Haines over on Invest in Your Chest a few days after winning and she (being the modest gracious lady she is) was overwhelmed and amazed by the success. I wasn’t! What a stunner!
The company have gained loyal followers due to their use of customers as models via their Star in a Bra competition. The brand received praise for their use of the gorgeous Daisy Hill (20, who in 2010 gained the company a feature in the top UK lingerie publication, The Lingerie Buyer.
Marketing Manager for the brand Hannah Houston stated:
“Since Daisy began modelling with the brand we’ve had incredible feedback from the industry. Retailers in countries all over the world comment on how refreshing it is to see an ethnic lingerie model. Daisy really does stand out and at many of the shows this summer was one of the only ethnic models employed by any brand.”
The brand also conducts an annual design competition ‘Design a Curvy Kate’ with the prestigious De Montfort University in Leicestershire, UK. This involves students designing potential new styles, the winner of which the brand releases. The 2010 winner, the ‘Lottie’, is set to be a bestseller for the brand. The bright pink and blue floral design with a comfortable sheer cup has reportedly gone down a storm with buyers at lingerie conventions and trade events. 2011’s winner Nabila Omar’s design Anamalier was announced on the 10th May and looks set to be a new addition to the popular Showgirl Collection with its flamboyant ruffles and edgy leopard print. The Lingerie Buyer reported: “Nabila was said to prove that ‘full cup lingerie can be fun, playful and still perform the vital function needed to support a fuller bust”; a philosophy which Curvy Kate seem to epitomize.
Some of the best things about Curvy Kate are not only their beautiful lingerie but their wonderful ethos of including all customers within their target market – all bras are available across the range – unlike some companies who play it safe and only offer only certain styles or sizes to a smaller/larger band or cup size. Curvy Kate is a breath of fresh air and a brilliant new company filling a (large) bust-sized hole in the affordable lingerie market.
For all of our readers looking for more of Cheryl’s articles, click this link: http://thelingeriejournal.com/category/cheryl-warner/