Fierce Femme Fashion
AVOID CROSSOVER AND COMPLEMENT STYLES
It might come as a surprise, but the biggest thing women want in apparel is stuff designed for women. That means complement styles and features typically associated with men's wear are out, and the feminine look is in. "Ladies prefer a more flattering silhouette and dislike restricted and formal polo collars," Kwok noted. "Feminine and unique styles with functional fabrics are a must. Women tend to prefer breathable, comfortable and easy-care fabrics." Joe Bunsness, vice president of sales, Western U.S. for Ash City, added that women's corporate wear, in particular, has been a trouble area, as too often women's corporate styles are modeled after men's versions. "Tailoring garments to a woman's silhouette is essential in satisfying the ladies' apparel niche [of women] who want to look like women, not women in men's clothing," he said.
- Companies:
- Ash City USA
- Kavio!