Ann summers brief.

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Trend report 2014-2015 by Lynette Keter.

Introduction to retailer-3 First trend (highly classy)- 4

Contents

page

Second trend (consumed desire)- 7 Third trend (sensual seductress)-10 Conclusion- 13 Bibliography-14

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Ann Summers is a British international retailer which specialises mostly on lingerie and sex toys. It has

over 140 high street store in the UK, Ireland and Spain. All their lingerie focuses on making the customer

feel self-confident but at the same time comfortable. The first store opened around the 1960s in Edgware

road, London more than 36 years ago. Since then the store has expanded widely throughout Europe. At Ann summers only sold sex toys, till in 1972 when Raph and David gold who are still the current the time

owners, brought the store and transformed it into what it is now, instead of the casual sex store it was.

During that period of time many people strongly opposed to the idea of a sex store, numerous people it degraded women and encouraged infidelity. On the other hand there were still women who thought at the store mainly married women looking to awaken their sex life, working girls and curious shopped

young adults. It can be said that Ann summers began a sexual revolution, due to the amount of controversy that surrounded the business.

In 1981 the retailer made Jacqueline Gold into the chief executive. Jacqueline Gold came up with the idea of Ann summers parties, which anyone over the age of 18 could get involved in. The concept of this idea

was to get the customers more involved in the business and to gain more customers who would be too shy to go to the store. The whole idea of the party was for the customer to meet at the seller’s house, on which

the seller would then explain what the items were, how they work and advice, this method keeps the

customer at ease. 20% of the profit is generated through the 8000 home parties every year.

As the store expanded it grew in reputation and profit, making an annual turnover of £117 million in 20072008. Despite the recession the business still managed to make revenue of 118.7million in June 2012. the holiday session the business also see a rise in sales at Christmas, valentines and New Year’s by During 25.7% increase. When the novel series of Fifty shades of grey was published the retailer sow a vast increase

in sales. Many new and current customers wanted objects from the book for instance the jiggle blass and other sex toys.

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Highly

Classic

The highly classic range is more feminine compared to the rest of the designs the shaping is also very different. The vintage trend is another popular trend for the future, because of the slow return of vintage fashion.

The silhouettes of the bras are intriguing in a way humble way.

The structure of the bra will be more visible in on the bra.

When designing these bras the intention was to create innocent yet seductive garments suitable for all.

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This is the most innocent of all the designs in

because of the lack of detail. At the this trend, top of the cup a skin colour sheer or crape material should be used. The lined detail will boning with a satin material to cover it.

Pearls as a design feature

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Layered lace.

The lace at the top isn’t attached to the bra, instead its hanging loosely from the top edges. This will give it a more suggestive.

The price will differ depending on the lace that is used.

£ 60

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Consumed

desire

C

onsumed desire is a

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theme based on architecture and structure, predicted to be a successful trend for 2015. In these designs the most noticeable feature would have to be the layering effect, which is meant to represent a city with its confined buildings. Ideally each layer should be different either in colour, fabric or print to give a distinctive appearance.

Embellishments are added to add a more feminine look.

On this bra its more simplistic. The detail on the would be laced embroidery

This detail round the edge of the cup is diamond shaped lace, which would suit the retailer more. On the other hand I thin it would be more interesting to use either glass beading or crystals to create a similar effect to the stone.

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Delicate lightweight printable fabric .

The print should have a Soft layered effect.

£ 110

The price range for these are more expensive because of the extra layers, which will mean more material in manufacture, especially if they are in different fabrics.

Minimal colour for this design, although the colour chosen should be bold

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Sensual seductress

S

ensual seductress

is all about the glamours but at the same time mysterious. The designs for this theme are minimal although realistically glamours lingerie tends to be overdramatic to draw attention. The main aim is to use detailed gold lace, with lustrous finishes. With rich colours for the base cup of the bra.

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designs have this visible metal All the area, with clear mesh material holding it give the design a more glamours up. To

appearance, and it will also help for

support.

Clear white Satin material

to give it a more seductive

appearance.

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Different laces that could be used

£ 80

This design differs slightly to the previous once. It’s a combination of lace and glitter, which could also be glass beading. Also instead of lace, professional printing could be used.

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All though all the trends used are predicted to be profitable in the future, in my opinion I think that the

sensual seductress is the most dominant and most importantly the trend Ann Summers are most likely to

sell in their stores. All though the designs don’t have much design features, the forms themselves are very

sticking.

In terms of manufacture the costs would be very low depending on what materials, print and gold metal is

The gold metal will have to be the most expensive, because, the retailer have to make sure that it used.

doesn’t irritate the skin, its stainless this matters most when the bra is being washed. The fact that the design

only needs a small amount of the gold will lower cost in the long run. Not all the styles require printing so it might not be needed, if it is the cost are minimal as its for a small area rather than the whole garment.

The target market for sensual desire would be a regular Ann summers customer and young adults who with

a fondness for glamours styles. The items would sell best during holidays like valentines and new years as they have a slight festive appearance to them. The bras on the other hand aren’t recommended for daily wear as they could be see through. With the affordable predicted price, it will encourage people to buy

My Chosen

Trend

them.

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Bibliography

Websites: www.propertyweek.com/annsummers

www.ft.com.cms

www.thegardian.com/business/2002/3an/22/3

www.retailer-week.com/sectors/fashion/fifty-shade-effect-sends-ann-summers-salesrocketing-78/5039251.artical www.news.bbc.co.uk/1/hi/business/2117823.stm www.tumblr.com www.annsummers.co.uk Books: Nelly Rodi ( spring lingerie summer 2015) Style & create process fall 2014 to winter 2015

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