LINGERIE Prima Donna came out top in the list of best-selling brands this week. When it comes to choosing lingerie, shoppers tend to opt for function over fashion, according to the lingerie independents polled. The ‘underwear as outerwear’ trend had increased sales for just under half of those questioned TOP 10 Best-selling brands of the week 1 Prima Donna 2 Fantasie 3 Marie Jo 4 Triumph 5 Freya 6 Chantelle 7 Lise Charmel 8 Empreinte 9 Lejaby 10 Passionata TOP 5 Best-selling categories of the week 1 Bras 2 Lingerie sets 3 Swimwear 4 Nightwear 5 Corsetry TOP 5 Best-selling nightwear brands of the week 1 Slenderella 2 Marjolaine 3 Pill 4 Hanro 5 Triumph Quickfire questions Which is your best-selling hosiery brand? 1 Charnos 2 Falke 3 Wolford 4 Cette 5 Pretty Polly Which is your best-selling bra style? 1 Full-cup 2 T-shirt 3 Balconette 4 Plunge 5 Balcony In your experience, are more shoppers buying lingerie to wear as outerwear? Yes 45% No 55% Does celebrity endorsement boost product sales? Yes 20% No 80% Are you looking to increase or decrease the number of brands you carry for spring 11? Increase 16% Same 71% Decrease 13% Customers generally just buy one bra at a time now. Before it was two or three Carol Frankel, The Lingerie Collection, Stanmore, Middlesex Top draw: Fantasie is selling well Legs up: Pretty Polly impressed of customers try on before they buy 88 % Customers have been buying basic colours rather than fashion colours to get the most flexibility Catherine Litchfield, partner at Alicia in Finedon, Northants Three lines of text here please three lines few words here please 00% Better 00% Same 00% Worse Fashion in figures 33% Better 30% Same 37% Worse Total week’s takings Average spend DATE:week ending september 17 2010 -0.7% Year-on-year change £3,974 TOTAL: - What were the total sales in your store this week? What was the average spend per customer in your store this week? Date:week ending september 17 2010 Average: £ 72.57 How does your week’s business compare with this time last year? 10 Drapers October 1 2010 Drapers spoke to 50 independents about their women’s lingerie business for the week ending September 17. Brands and styles mentioned in the lists, including the Top 10 and Top 5, are ranked when mentioned by five or more retailers INDICATOR WOMENSWEAR LINGERIE TRENDS To keep up with the latest lingerie trends, visit www.drapersonline.com/ trends/lingerie of underwear sales are functional rather than fashionable 66 %