Dive Temporary:
- Intimates model Knix has launched a brand new assortment of customizable shapewear, per a information launch emailed to Retail Dive.
- In what the model calls the “first and solely customizable shapewear assortment on this planet,” the gathering permits prospects to make on-the-spot changes to create the most effective match. The gathering features a scoop neck shaper bodysuit and thong bodysuit, open bust mid-thigh shaper bodysuit, leakproof excessive rise shaper quick and excessive rise shaper quick.
- Knix’s patented PerfectCut expertise permits customers to regulate the merchandise in as much as eight methods, together with the leg size and again plunge areas, with out fraying or rolling.
Dive Perception:
The expertise behind Knix’s new customizable assortment was two years within the making.
PerfectCut ensures that even after reducing, the shapewear retains its help, smoothing and shaping qualities. Strategically positioned flocking rows function lower strains, permitting customers to regulate the size of the garment or alter the again plunge, per the corporate.
Items within the assortment begin at $90 and vary in dimension from XS to XXXXL++ in colours black, heat sand and sola. Merchandise can be found on the corporate web site and Knix retail shops throughout the U.S. and Canada.
“The worldwide shapewear business is focused to succeed in over $3 billion by 2031, and I’m proud that Knix presents the primary and solely customizable shapewear to the market,” Joanna Griffiths, founder and president of Knix, mentioned in an announcement.
Jules Energy, senior design director at Knix, instructed Retail Dive that innovation is crucial for the corporate given how aggressive the business is. The area has turn into crowded with DTC manufacturers like Skims and Lizzo’s Yitty model, whereas other retailers have expanded into the class in recent times, together with David’s Bridal, which launched a shapewear line in June.
Knix, which began out by promoting leakproof interval merchandise, launched leakproof shapewear in 2023 about one yr after it was acquired by Essity.
The corporate’s current summer time advertising and marketing marketing campaign featured legendary soccer star Megan Rapinoe teaming up with the model to pay athletes to speak about their durations whereas competing in sports activities. Previous to that, Knix launched a mesh assortment of intimates in April with actor Gabrielle Union performing as its world ambassador.
