Fleur#039;t: New, Sophisticated Direction
Fleur’t lingerie is turning over a new leaf. Nancy Yoo’s 8-year-old label gained a following for its soft rayon/spandex boyshorts and camis trimmed with lace.
For Spring 2010, Yoo is veering toward the path of heightened sophistication. The designer introduced a sheer tulle camisole in rich colors for the Fall 2009 season that represented its refocused direction.
“We’re trying to cater toward women who are in their 30s to their 50s and they want an alternative to the skimpy-strap tops,” Yoo said. “I think [the new direction is] going to help us reach customers that we weren’t able to reach before because there is a younger, sexier feel to the line. It’s not a sexy line, but it offers a little bit of that, along with what we always did before, which was the really great loungewear pajama and comfy chemise styles.”
Riali Lyons, buyer for Intimacy’s eight stores across the country, has carried Fleur’t chemises, camis, panties and boyshorts for four years. Intimacy recently opened its first California outpost in San Diego and carries a range of top brands with emphasis on bra fitting such as Lise Charmel, Marie Jo, Panache, Aubade and Chantelle.
“Fleur’t does a great job of updating their styles based on the current color trends,” said Lyons, who does “extremely well” with boyshorts by Fleur’t.
“Our customers come to us for the newest and greatest styles in intimate apparel. [Fleur’t’s] bodies fit most body types, allowing our customers not only to look super cute at night but to be super comfy as well.”
Yoo cut down her scattershot offerings of too many length, style and color options to home in on a tight edit of best-selling bodies. In her signature rayon/spandex and micromodal loungewear, Yoo switched to a cross-dyed lace from Italy that has a multidimensional texture in two different colors to raise the “special look” ante.
Moving forward for Fall 2010, Yoo plans to expand upon Spring’s silk groups and an all-over Leavers lace chemise.
Wholesale price points range are $36 to $38 for chemises, $42 for sleeved dresses, and $45 for a T-back dress or a double-layer tulle chemise.
For more information, contact Sarah Platt of the SF Showroom at (301) 509-9099.—Rhea Cortado
