The ideal XXL underwear combines a high level of comfort, aesthetics and adaptation to the natural shape of the silhouette. Which underwear manufacturers have an interesting plus size collection in their offer? 

Customers appreciate clothing brands which take every type of female figure into account. In case of underwear with dimensions other than “standard”, both comfort of wearing and aesthetics are important. Comfortable plus size underwear does not necessarily have to have slimming properties. High-quality materials that allow the skin to breathe and fit the figure well are a must.

Good, comfortable women’s underwear in size XXL – how to recognise it?

• Underwear for plus size women should be aesthetic, comfortable to wear, suited to the occasion and type of clothing. There should be different requirements for both sports underwear and a soft bra worn under a tight dress.
• High comfort of wearing is determined by well-thought-out cut and choice of materials. XXL underwear is usually made of a combination of cotton or synthetic fibres and elastic materials such as Lycra or elastane. 
• Another important issue is the correct indication of underwear size. A standard size chart does not always work. The ideal supplement to the product description is advice on the correct measurement of body measurements – cups, bust circumference, hip circumference.

Original collections of XXL lingerie are usually very diverse in terms of cuts – just as customers’ preferences are different. Some women look for soft sets, i.e. soft bras without underwire. An alternative are padded plus size bras, which emphasise the figure and make it visually slimmer. A complete collection of lingerie should not lack well-fitting bodysuits, elegant dressing gowns and sensual nightdresses.

Gorsenia’s lingerie – plus size lace classics

The brand with over 50 years of tradition has a wide offer of underwear in various sizes. Apart from standard TOP and BASIC series, an interesting BIG collection has been prepared – designed for plus size figures and cup sizes from D to M. 

The collection includes XXL underwear sets in warm pastel colours and standard colours – white, black, “nude” shades. What draws attention is the well-fitting underwear cut. Most bras from the new Gorsenia collection have underwires, and are made of elastic materials which ensure maximum comfort of wearing.

The latest collection is worth recommending to women looking for elegant everyday lingerie. Gorsenia plus size bras include both elegant underwired models and soft bras. Wide choice of underwear in white, beige and black shades allows to complete a set for everyday activities. It is worth paying attention to aesthetic XXL lace bras with fanciful decorations made of tulle and mesh.

Gorsenia’s lingerie collection includes:

• plus size padded bras, soft bras, push-up bras, balconette bras, deep neck bras and semi-padded bras,
• classic panties, brazilian panties,
• lace bodysuits.

Gaia – a variety of pastel colours

Gaia’s plus size lingerie delights with its variety of colours. The collection attracts attention with models of colourful, lace underwear with charming accessories – all in a traditional, aesthetic style. Wide selection of bras, panties and sets for women who are guided mainly by colours while choosing lingerie. In Gaia designs there are both warm, pastel colours and classic ones, that are sets in sensual shades of red, pink and black.

Gaia’s autumn-winter 2020/2021 collection is inspired by nature. The designers took care of the aesthetic use of lace with floral and botanical motifs. Attention is drawn to small, charming decorations – embroidered elements, bows, interesting combinations of materials. 

Plus size lace lingerie sets look beautiful and sensual. Fancy combinations of lace and soft fabrics were also used in designs of fashionable panties. Most of the models are fitted panties with elastic cut – perfect under a dress or tight fitting trousers.

The collection is completed with lacy bras for breastfeeding women – beautiful, comfortable models in a wide range of sizes.

XXL Gaia’s lingerie collection includes, among others:

• XXL padded bras, sof bras, semi-soft bras and push-up bras,
• panties, brazilian panties,
• french knickers.

Donna – sensual plus size nightdresses

Donna is a clothing brand, located in Kraków, which has in its latest lingerie collection beautiful XXL nightdresses. The Size Plus line is a women’s clothing collection with a sensual, delicate cut. Models adapted for plus size women are made of soft, elastic fabrics that gracefully emphasize the female silhouette. 

A distinctive feature of the nightdresses is the fitted, decorative neckline, usually made of delicate lace. The lower part of the nightdress slightly tightens, but does not press the silhouette. The standard model resembles a beautiful summer dress with a decorative neckline and comfortable shoulder straps.

Donna plus size nightdresses are also distinguished by interesting colours. The collection  includes both pastel-coloured nightdresses, as well as those in intensive colours – red, dark pink and purple. The plus size nightdress with elements of black lace looks particularly beautiful. Fans of lingerie optimised for comfort may choose nightdresses without underwire, with soft cups.

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Segmentation, personalization and automation – a few words about the less and more obvious components of effective B2C email communication.

Only 2 years ago, it was considered as one of the most valuable marketing channels. After the entry of General Data Protection Regulation, email marketing was dethroned by social media. Currently, it is returning to favor again. This time in a slightly new version, in which mass communication has been transformed into a personalized, yet automated process. During the current changes on the e-commerce market, email marketing may prove to be one of the most effective tools for online shops. A properly designed email marketing strategy will allow not only to gain new leads, but also to build a network of loyal customers and regularly maintain their commitment.

Email marketing strategy 2020 – what does still work and what to beware of?

1. Less is more: consistency between the title and the content of the email

The golden rule of effective email marketing is content and maximum shortening of the message. An email with an “offer” in the title is intended to lead the customer to a tab or entry directly related to the offer. Presenting special offers in a roundabout way – i.e. throwing a subscriber on the home page or on the shop’s blog – is a simple recipe for a failure. A message about a free sample/service has to contain a set of conditions which a consumer has to meet in order to get this free sample or service. A customer encouraged by CTA and redirected to a landing page should make sure as soon as possible that the offer exists and is tailored to his or her needs. Offers which are unclear and have an extensive list of additional conditions (checkboxes, necessity to register) which have to be met, will be rejected immediately and the reader may feel cheated. Possible negative consequences: such email will be marked as spam, and the shop’s address will fall in the reliability ranking.

2.  Pop-up with a newsletter: effective timing

From the point of view of UX (user experience), pop-up is still one of the least liked types of advertising messages. Websites which attack a customer with a newsletter within the first few seconds of entering the site, are perceived by the user as being pushy. A simple analogy is an overzealous salesman who cannot sense the customer’s needs and instead of letting them “making themselves comfortable” in the shop, returns repeatedly with a question: “May I help you?” 

A newsletter should appear at a specific time and place on the page, e.g. on one of the tabs or after scrolling through the home page. The issue of a free gift for subscription is still very important. Start-up discounts, special offers, free ebooks, online tools – everything that will bring a specific value to the customer and give the store the function of an “expert” who is worth returning to regularly.

3. Segmentation and marketing scoring

A dynamic element of the strategy, which requires regular analysis, amendments and testing. It is respected in every shop which focuses on consumer loyalty. Even a basic analysis of customer preferences (favourite categories in the store, activity time, frequency of visiting the site) will quickly separate less and potentially more interested in the offer. Email marketing specialists recommend the implementation of scoring, i.e. a system of awarding points to customers, depending on the level of interest in the offer (source: report  “E-mail marketing oraz marketing automation” 2019, Interaktywnie.com). For the needs of the most dedicated customers (e.g. fans of the shop’s social media profile) it is worth to create a personalized email. Inactive leads should be regularly removed from databases in order to optimize the costs of subsequent campaigns.

4. Email retargeting, which hits the target

Personalised email information from the store is only effective if it brings value to the customer. Too obvious attempts to close the shopping path can be perceived by customers as “disciplining” (“Your basket is still waiting for…”, “Go back and check…”) and will be rejected by them. Instead of typical sales content, it is worth putting emphasis on information, help or advice. If a product has been abandoned, customers may be informed about the available discount, combined special offers (with the product mentioned) or a new, attractive range of products from the same category. Any advice or articles such as “shopping inspiration” or (“Summer Collection in style of …”) will be helpful. The message has to meet the customers’ expectations – solve their problem, interest them or redirect them to a more advantageous purchase option than the one they previously abandoned.

5.  Direction of the future: marketing automation

Automation of email marketing campaigns is a direction that most online stores will follow in the near future. In order for the email marketing to translate into sales, it has to reach a strictly defined group of customers. Continuous targeting, personalization or segmentation of leads from marketing novelties have become a necessity – also in case of small, niche shops. The mailing strategy is a continuous process, operating a dynamic, constantly changing database. Automation is an obvious direction, providing necessary information, saving time and budget for the campaign, which is confirmed by the latest research: 

Marketing Automation technologies allow us to reach the right people with the right message. This allows us to raise practically all the key business indicators, such as: ROI from marketing investments, monthly revenue (MRR) or customer satisfaction (NPS) and others. Comprehensive solutions, which assume that all 3 key departments of the company (marketing, sales and customer service) work on one tool, allow businesses, which decide to implement such a system, to grow steadily (report “E-mail marketing oraz marketing automation” 2019, Interaktywnie.com).

In case of failure: back to the beginning

If subsequent email marketing campaigns do not bring the desired results, we return to the initial assumptions. It may be necessary to redefine persona, communication, graphic style or audit basic technicalities. Even the most original campaign may be plunged by simple mistakes. 

Popular errors in email marketing of a store:

Among the most obvious, email marketing “mistakes” are still mentioned: 

• Low aesthetic level of the newsletter (poor quality of images or infographics, not suitable for mobile devices),
• clickbait-style email titles, 
• errors in message personalization (“Mrs/Mr”, wrong age category),
• a message that is overwrought or too general, 
• the abuse of marketing “newspeak”, 
• no balance between content and graphics, 
• not visible, clearly separated CTA (“call to action”) button,
• no or poorly visible opt-out information.

In case of failure, it is worth considering a site audit or investing in a mailing system with extensive activity reporting functions. The amount and quality of returnable data combined with the time of solution implementation will determine the most valuable leads.

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Excellent quality, modern design and attention to detail. Polish clothing brands are able to prove their quality by suiting the changing tastes of their customers. In this article, we will take a closer look at the latest offer of women’s pyjamas’ manufacturers.

Kalimo’s pyjamas – detail and high quality of workmanship

Kalimo is a reliable, Polish brand, which specialises in the production of women’s underwear, including pyjamas. It is a manufacturer with a proven reputation. The brand focuses on the precision of workmanship and quality of finish of every detail. Kalimo’s women’s pyjamas emphasize the qualities of a woman’s body. Sensible designs, using the properties of the best materials – from elegant sateen, through comfortable viscose to lace. The key element of the brand’s assortment are sets of women’s pyjamas in a modern but very feminine style. The tops on shoulder straps are decorated with fancy sleeves and the necklines with lace. The creative finish is also visible in the shorts designs. The cut of the pyjama shorts is original and feminine. It nicely emphasizes the silhouette, but provides full freedom of movement. Moreover, Kalimo’s pyjamas are made of flexible, airy materials.

Style of Kalimo’s lingerie products:

• Combining elegance, high quality workmanship and comfort. 
• For women who appreciate aesthetic pyjamas with an original cut, an interesting neckline and sleeves finish. 
• A diverse range of products, a large selection of original designs for customers who require higher-quality than the one of standard models of pyjamas available in popular chain stores.

Sensis – consistency in creativity

Sensis is a young, Polish brand, which stands out for its creative use of the latest fashion trends. Sensis’ ladies’ pyjamas are light and girlish. The rich and varied offer of summer pyjamas draws attention. The designs show a desire to experiment with the cut of necklines, straps and style of shorts. The brand’s range of products includes both traditional, comfortable, casual pyjamas, as well as, original patterns decorated with frills. Apart from the classic printed sets, we can also find very feminine sets with Latino style neckline. Apart from universal, pleasing to the eye pastel colours – bold red and expressive black can also be found in the brand’s offer. Sensis’ pyjamas are especially suitable for young women who like combining sports style with feminine details.

Sensis’ women’s pyjamas – style, intended use:

• Bold, modern style, combining creative details with a comfortable cut. 
• Using the highest-quality materials in interesting projects. 
• Wide range of printed summer pyjamas. 
• For fans of sporty, comfortable, unconventional and at the same time very girlish style.

Babella – the complexity of the offer

A key factor of this brand is diversity. Babella’s women’s pyjamas are created for women with different fashion preferences. The offer includes not only traditional, comfortable and classic pyjamas, but also more creative and decorative models. Babella’s pyjamas are made of high-quality cotton, whereas fancy nighties are made of viscose and tulle. The variety is also visible in the colours, selection of prints and decorative details. Babella’s summer pyjamas are decorated with tropical patterns, whereas winter models are known for its soothing, pastel colours. The designers are not afraid to use bold, saturated colours such as fuchsia, navy blue or black. The brand is dedicated to women of all ages and with any type of body.

Style of Babella’s womens’ pyjamas:

• Modern, original, contrasting, for women with different requirements and preferences.
• Taking into account the needs of women who love sporty, feminine and universal style. 
• Putting the latest fashion trends next to proven and popular pyjamas.

Henderson – in a girlish style

Henderson’s women’s underwear brings to mind summer girls’ clothes and chic styles. The pyjamas’ designs show an emphasis on convenience and comfort in wearing. The tops are loose and slightly fitted to the silhouette. They are combined with colourful shorts or neat, light pants. Pockets and straps are small accessories that will be appreciated by women who love maximum comfort. The distinctive feature of this brand’s pyjamas is a skilful combination of pastel colours with imaginative prints. In its newest collection, you can see the return of the trend for tropical and animal motifs. The colour scheme is pleasing to the eye, ideal for teenagers and young women.

Henderson’s women’s pyjamas – style:

• Girlish, pastel, light. With an emphasis on comfort and convenience. 
• Perfect sets of casual pyjamas for spring-summer season. 
• Modern designs, using exciting prints in youth style.

Cornette – comfort in the first place

Cornette is a Polish brand with over 17 years of tradition. It is a wholesale supplier of women’s, men’s and children’s pyjamas. It effectively combines the quality of workmanship (confirmed by certificates Oeko Tex, Safe for Children) with affordable prices. Cornette’s women’s pyjamas are extremely comfortable, thanks to the use of high-quality cotton. The brand’s assortment is dominated by modern designs of casual pyjamas – tops in pastel colours with print and loose but fitted pants. This is comfort in a feminine style: aesthetic and emphasizing the shape of the body. The brand’s offer includes both summer pyjamas – including sets with print-shorts – and models ideal for the winter season.

Style of Cornette’s women’s pyjamas:

• Aesthetic comfort, emphasis on comfort – sets made of light and airy materials. 
• Skilful use of warm, pastel colours and subtle print patterns. 
• Minimalism, simplicity, youthful ease and quality at a good price.

Aruelle – luxury pastels

Finally, the exception to the rule is not Polish, but Lithuanian wholesale producer of women’s pyjamas. A young, promising brand, which is definitely worth paying attention to. Aruelle focuses on a luxurious, girlish look, combining naturalness, comfort and quality of materials used. Its collection is dominated by models of pajamas in pastel shades, which are definitely dominated by warm grays and powder pink. The attention is drawn to the modern cut of pajamas – sporty shorts, loose T-shirts and long, slightly widened pants in a girlish style. The designers skillfully use a combination of warm colours with nice, animal-like prints. Noteworthy are also models of one-piece winter pyjamas – with long legs, zip and hood with ears. Aruelle’s pyjamas will appeal to women looking for elegant clothes in a charming, girlish style.

Aruelle’s women’s pajamas:

• Sweet, pastel, aesthetic style. 
• Thought-out, modern cut, combining comfort with minimalist elegance. 
• The collection is stylistically uniform in terms of colour, with emphasis on pink, white and grey.

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