Lingerie home parties to the rescue!
An article by Sarah
Posted June 15, 2009 
‘Essential Bodywear’ lingerie firm has found great success in their new selling strategy; home parties.
Seven years ago, retail specialists Carrie Charlick and Marcia Negro realised that for many reasons, women wear the wrong-size bra and they decided to do something about it.
So in May 2003, they founded their business in the U.S called Essential Bodywear LLC with a direct sales strategy similar to the structure used by Avon Products and Tupperware, in an effort to convince more women to take the time to buy properly fitting underwear.
Charlick and Negro said they knew that a proper-fitting bra can make a woman look 10 pounds lighter.
The company has a network of nearly 400 independent sales representatives in 38 states who perform parties in homes where they measure and fit women with quality, properly-fitting bras.
The gap was realised because “women do not like shopping for bras at all,” Negro explains. This is due to the reduction of sales staff in department stores, along with a lack of measuring experience and a full range of sizes.
The success comes because women feel comfortable at home and when surrounded by friends, the event can become a fun party. “What happens is we measure them in their clothes,” Negro said. “They are just as modest as they would be in a department store.”
Prices of Essential Bodywear range from $56 to $68. They have over 90 sizes. Bodywear representatives must complete a training program, pass tests and conduct 100 fittings before they are certified as bra fitters.
“Women come in all shapes and sizes … ,” Charlick said. “We cater to all women.”
How it all started
Charlick and Negro came up with the idea for Essential Bodywear six years ago when they went to a trade show in California. There, they noticed most of the attendees shared one fashion faux pas; “They were dressed to the hilt but yet they had the worst undergarments on,” Charlick said. “They spent money on their toes, their clothes, their hair, they looked great,” but their underwear failed to compliment their figures.
From their retail experience, Charlick and Negro said they knew that a proper-fitting bra can make a woman look 10 pounds lighter, feel more comfortable and confident. A great selling point for women to get fitted correctly.
They also happen to have complementary skills as partners; Charlick has experience as a retail buyer while Negro has worked as a manager of a lingerie department at Parisian.
And when they threw their first home party in May 2003, they grossed nearly $700 in sales. “We went back to my house afterwards and did a happy dance,” Charlick said.
Today, they have developed their proprietary product line through manufacturers in China and Puerto Rico aimed at a woman’s everyday needs. “Victoria Secret has its place. It’s your – you know – your sexy stuff,” Charlick said. “We’re about making you look fabulous in your clothing because, if you think about it, you’re in your clothing 99% of the day.”
Essential Bodywear’s total revenue exceeded $4 million in 2008 and year-to-date sales have increased 13%.
Since Essential Bodywear’s products can only be purchased at a home party or through an independent representative, the key to Essential Bodywear’s growth is to attract more representatives. Charlick and Negro said their goal is to go from the nearly 400 they have now to 500 this year. The company is also hoping to expand into other American cities shortly.
Essential Bodywear’s average representative makes about $1,000 per month on commissions and uses the business as a supplemental part-time job.
Essential Bodywear still has a long way to go before it’s even on the radar screen with the likes of Avon Products Inc., with its $10 billion in annual sales. But they are confident they are on the right path.
“We always knew that doing the home parties was the way to reach women,” Negro said.
Just one question. When will you be coming to the UK??
