Marks & Spencer’s Head of Lingerie Design, Soozie Jenkinson, brings over 25 years of experience to the table, offering valuable insights into lingerie inspiration, trends, and shopping tips.
When it comes to designing a new lingerie collection, Jenkinson draws inspiration from various sources such as lifestyle changes, fashion trends, and direct conversations with women to understand their needs and preferences, aiming to create solutions that enhance comfort and style.
While trends play a role in marketing lingerie collections, Jenkinson emphasizes the importance of staying modern and relevant, ensuring that products remain customer favorites while incorporating updates in fabrics, colors, and designs to lead the market rather than follow trends.
Shopping for lingerie can be complex, so Marks & Spencer curates its ranges to cater to different preferences, offering options like smoothing bras, lace designs, solutions for specific needs like sports bras or nursing bras, and collections that include diverse brands to meet various requirements.
Reflecting on the evolution of lingerie trends over the past 25 years, Jenkinson notes a significant shift towards prioritizing both comfort and style in modern designs. The expanded color palette in lingerie choices allows for more personal expression and versatility in styling, marking a departure from the limited color options of the past.
When it comes to buying lingerie, Jenkinson advises women to prioritize fit, comfort, and support while also encouraging them to be creative with their choices, considering lingerie as a personal and expressive purchase that can influence how one feels throughout the day.
In shaping the lingerie industry, Marks & Spencer’s approach involves a balance of listening to customer preferences and integrating forward trends to create designs that resonate with a wide audience. Jenkinson acknowledges the collaborative effort behind the brand’s success in meeting the diverse needs of women worldwide.
Ultimately, Marks & Spencer’s commitment to understanding customer desires, combining trends with practical innovations, and maintaining a customer-centric design approach has solidified its position as a leading force in the global lingerie market, offering women a blend of style, comfort, and quality in their undergarment choices.
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