Not long ago XL sizes for underwear were synonymous with older women. And the store standard was the famous “Band-Aid”, or skin color, and very discrete.
Today, with 20% of the Brazilian population either overweight or obese, youths are looking more and more for stores that offer sexy, romantic or chic lingerie, the kind the skinny girls always had.
Businesspeople aware of this market are happy about the return of investments in sizes that go up to 52 with plenty of lace and even crystals. The choice of this niche has helped companies to differentiate themselves from the Asian competition.
The Paiol underwear manufacturer, headquartered in Nova Friburgo, Rio de Janeiro, for the past 18 years, began working with basic pieces. “My mother, who is a little on the heavy side, complained she could never find anything nice for herself, except for the “Band-aid” models.
So, we decided to develop a few pieces for her and we were soon serving several older ladies. Today, ten years later, however, our main public is the young and overweight. They feel comfortable in our store.
They are loyal and send intimate e-mails about sex, desires and models they are looking for,” says Nely de Souza Teixeira, partner at Paiol, which is exhibiting at Fevest until 8/10.
By Day entered the large-sized underwear market six months ago, and after participating at Fevest for several years with the old traditional lingerie brand, it decided to bet on the new segment this edition. “I also wanted to participate in the collective fashion show with a heavy set model in a lace corset with strass straps and a lace hoby."
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
