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Invisible Stretch creates overwhelming response in marketplace
23 Feb '10
2 min read
Roaman's, a fashion leader in the women's plus-size category and one of the most successful multi-channel retailers in Redcats USA's portfolio, recently announced the launch of yet another ground-breaking design innovation – The Invisible Stretch jean. This jean has already taken the market by storm, filling an untapped niche in the plus-size category.
The innovative design of Invisible Stretch lies in a unique waistband that stretches, smoothes and supports--all without elastic. The customer can feel comfortable and look sleeker in her jeans while still enjoying the classic look of a conventional waistband. Equally impressive is Invisible Stretch's new pocket size and placement, leading to better proportions and an ultimately slimmer appearance. The jeans are available in three styles: boot cut, straight leg and capri – and in six washes.
Roaman's customers expressed that they wanted a more comfortable jean that looked like missy jeans. But that wasn't enough. They also wanted a slimmer look and feel, and until now, it seemed almost impossible to find. The Roaman's design team was determined to figure out how to make the jeans feel more wearable without looking like typical 'plus-size' jeans. And their mission was accomplished with outstanding success reflected in the positive feedback from customers and the better-than-expected sales since the initial launch.
“What could be smarter, or simpler, than listening to your customers?” said Blanca Vera, Vice President and General Brand Manager for Roaman's. “We set out to deliver what our customers thought was just an unattainable dream. And we made it come true.”
The innovative design of Invisible Stretch lies in a unique waistband that stretches, smoothes and supports--all without elastic. The customer can feel comfortable and look sleeker in her jeans while still enjoying the classic look of a conventional waistband. Equally impressive is Invisible Stretch's new pocket size and placement, leading to better proportions and an ultimately slimmer appearance. The jeans are available in three styles: boot cut, straight leg and capri – and in six washes.
Roaman's customers expressed that they wanted a more comfortable jean that looked like missy jeans. But that wasn't enough. They also wanted a slimmer look and feel, and until now, it seemed almost impossible to find. The Roaman's design team was determined to figure out how to make the jeans feel more wearable without looking like typical 'plus-size' jeans. And their mission was accomplished with outstanding success reflected in the positive feedback from customers and the better-than-expected sales since the initial launch.
“What could be smarter, or simpler, than listening to your customers?” said Blanca Vera, Vice President and General Brand Manager for Roaman's. “We set out to deliver what our customers thought was just an unattainable dream. And we made it come true.”
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