Consumer Nation
- Six Pack: Beer Buzz of the Week
- Time for Flash Sales to Adapt or Die
- What Flash Sites Are Suggesting About Consumers
- Building a Beer Brand, One 'Like' at a Time
- The Six Pack: Beer Buzz of the Week
- Wal-Mart's Strong Earnings Overshadow Bribery Allegations
- Lesson for JCPenney: Consumers Are Addicted to Deals
- Fuel Prices Trump Unemployment as Risk to Retailers: Study
- The Hot Beauty Product You Never Heard Of
- The Six Pack: Beer Buzz of the Week
RSS FEED
MOST SHARED
- European Shares to Open Higher; Pro-Euro Parties Gain in Greece
- Buy Asian Stocks Now as Market Panics Over Europe: Analyst
- Indonesia Central Bank Says No Capital Controls Planned
- Young Men in China Struggling to Catch Up in Class
- China Second-Quarter GDP to Dip Below 8%: Economist
- Olive Oil Price Dip Adds to European Woes
- Draft EU Report Attacks Italy on Economy
- Euro Off Two-Year Lows on Greek Polls but Rally Seen Fragile
- As Euro Bond Wins Supporters, Details Remain Vague
- Chesapeake Should Rally Into $20’s: Pro Trader
- A New Look at the ‘New Poor’
- Six Pack: Beer Buzz of the Week
- Greek Exit Could Trigger 50% Fall in Euro Stocks: Analyst
- Under Pressure, FHA Skews to Wealthier Home Buyers
- Big Stock Upside for Hudson City Deal: Analyst
- 5 High-Yield Stocks Ready to Boost Dividends
- Yoshikami: Four Things You Need to Know About Gold Now
- Steinbock: The Euro Zone Endgame Begins
- Option Bulls Take Another Shot on Idenix
- Euro Bond Wins Supporters, but Details Remain Vague
- Euro Rallies as Greece's Pro-Bailout Parties Gain Favor
- Buy Asian Stocks as Market Panics Over Europe: Expert
- Oil May Slip to Mid-$80s as Europe Weighs: Survey
- Week Ahead: Europe Has Wall Street Bull on Short Leash
- Spain May Recapitalize Bankia With Government Debt
- How Weinstein, Hedge Funds Outsmarted JPMorgan
- IMF Chief Lagarde: Little Sympathy for Greece
- Economists Can't Solve Europe's Crisis
Intimate Apparel Sales Heating Up: Maidenform CEO
Text Size 
CNBC.com
The weather may be getting colder, but sales of intimate apparel are getting hotter, Maidenform CEO Maurice Reznick told CNBC.
“Intimate apparel across almost every channel is doing extremely well. Fortunately for us, we are doing even better in the category. We’re gaining a lot of share,” Reznick said.
Maidenform [MFB
Loading...
()
] on Monday reported a quarterly profit that nearly doubling compared with last year. In August, the company raised its guidance for a second time.
The bra and panty maker sprawls a diverse market, with its product being offered in retailer stores ranging from Wal-Mart [WMT
Loading...
()
] to Nieman Marcus. Competition varies as well, with some of its strongest competitors including Hanes Brands [HBI
Loading...
()
] and Victoria's Secret, a subsidiary of Limited brands [LTD
Loading...
()
], Reznick said.
Maidenform is seeing the most strength in the middle market at stores like Kohl’s [KSS
Loading...
()
], but Reznick has even seen an increase in sales at stores like Macy’s [M
Loading...
()
] and JC Penney [JCP
Loading...
()
], where consumers have been trading down, he said.
But consumers aren’t coming back in a frenzy, and despite Reznick’s optimism about the economy and the future of intimate apparel retail, he said manufacturers of intimate apparel need to keep one thing in mind.
“The one thing that is really evident is you need to give consumers a reason to buy, and one of the biggest reasons why companies like ours are doing well, is because we are offering so much innovation,” Reznick said.
That innovation for Maidenform primarily consists of offering shapewear, or undergarments that help slim the female figure.
Shapewear is the fastest growing category in intimate apparel, and Maidenform has the largest market share in the category, Reznick said. Maidenform is optimistic in the continued growth of the category, he said.
“I’m bullish on lingerie,” said Reznick. “I’m bullish on shapewear.”
More from Consumer Nation:
- Pepsi Deal Will Rock The Energy Drink Aisle
- Absolut Breakthrough: Spirits Ads on the Grammys
- Advertisers May Need to Embrace Consumer Fear
- Retailers Try to Find the Light When Neighbors Go Dark
- The Coming Retail Real Estate Nightmare
Questions? Comments? Email us at
Data is a real-time snapshot *Data is delayed at least 15 minutes
