Les cahiers de Intima - Milavitsa - (Page 16)

Focus on Milavitsa Over 400 New Styles a Year With three in-house brands and a private label activity, the marketing and design division is an essential part in the company’s activity and one of its major values. Joining proven long term fitting experience to modern trends and marketing skills, Milavitsa is set to become a world famous name. A Client Oriented Design Team Bozhena Bulando is the Head of the Design Team at Milavitsa, managing a team of six in-house designers and coordinating the activity with external designers and consulting style experts such as Carlin or Nelly Rody. “I’ve been with the company for quite a long time and I personally witnessed the amazing changes Milavitsa made and is still making to assure its position amongst the most powerful and respected lingerie brands on the market” says Mrs Bulando. The design team - cooperating with 11 inhouse modelists - is nowadays much more connected with the marketing group and brand managers in order to anticipate and fulfill present and future clients’ wishes. “The feedback from the stores too is particularly useful at this early stage of product development, sales trend analysis comes to support or correct any new style direction or product launch, which is of course a very valuable tool for the designers themselves” says Tatiana Kusonskaya, MILAVITSA Head of Brand Management Division. Western European countries in terms of sizes: in fact, the average best selling size is 80 C (European size – corresponding to French size 95 C), followed by 75 B, the global bestseller! As for the best selling bra shapes: the push-up ranks N° 1 by far, then comes the soft bra followed by the balconnet. At Milavitsa too, each line has a thong and thongs still count for 50% of sales for bottoms. An Impressive Collection Each season Milavitsa introduces six groups (45 new models per quarter) in its Fashion line, plus some 15 new models in the Classic collection. The premium brand, Alisee, counts 4 new groups with 35 models (size/color) while only three new models are designed for Aveline, the company’s value brand counting over 40 permanents. Catering to every woman is Milavitsa’s main mission. This is why, despite the fantastic variety of styles, a special attention is given to sizes: 1/3 of the Classic lines ALISEE get up to 115 G in regular collection and in case of special orders clients can ask for 120 K, L and M cups…a real service which only a pure specialist can provide. For the last couple of seasons, nightwear always comes to match some of the lines in the Milavitsa and Alisee collections: a real customer demand as well as an interesting merchandising opportunity. As for swimwear Milavitsa’s collection is composed of 52 models in 11 groups. Fabric sourcing for beachwear is fully European, “in swimwear big sizes sell particularly well; our clients are fully satisfied with the quality of our swimsuits, tailored as corsetry for a unique comfortable fit, at a valuable price point” says Tatiana Kusonskaya. MILAVITSA Fashion and Sizes When it comes to the best selling styles at Milavitsa, Mrs Bulando does not see major differences with global fashion trends observed in other countries in Europe, with the exception of the “retro” trend, particularly strong in France but not so much appreciated in MILAVITSA Eastern countries: “ Retro style is not for our customers – explains Milavitsa’s Head of the Design Team “retro” memories in our part of the world are are not necessarily so positive in people’s minds. The only brand daring to recall a vintage look in our collections is Alisee, but, again, this is our more sophisticated line targeting a more fashion oriented consumer”. As for color preferences, brighter colors and expressive styles are usually preferred to darker and smooth shades in Milavitsa Fashion. No major differences exist with ALISEE 14 MILAVITSA SWIMWEAR

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Les cahiers de Intima - Milavitsa