The Lingerie Guild has been set up by a strong mix of established independent lingerie retailers and lingerie specialists. Working collectively together these retailers will provide a strong, unified voice within the industry, sending out a clear message to suppliers, women in general, and retailers across UK and Ireland. The Guild’s website went live this week and the Guild will officially be launched tonight at the Stars Retail Awards at the Café de Paris by Guild President, Jackie Upton.
It has been well documented in the media that the Great British High Street has been suffering a decline, with many people choosing to shop online instead of going to a ‘bricks and mortar’ shop with customer service-based retail. However, the one thing you can’t do online, is get fitted for a bra. And a correctly fitted bra is vital to a woman’s sense of well-being, confidence and health.
Lingerie boutiques give a professional, personalised, one-to-one, caring customer service experience and The Lingerie Guild will be the industry cheerleader, shouting about the great service provided by boutiques in the UK and Ireland. The Lingerie Guild will keep the essential art of bra fitting alive, heralding it as a truly professional skill.
A key element is the education and promotion of correct bra fitting and the Guild intends to create a certified bra fitting qualification, to indicate to consumers that they can expect a high standard of service and products from retailers with a Lingerie Guild certificate. Outside of The Guild itself and educating bra fitters to a high standard, a major objective is to teach the next generation of women about why it is so important to get fitted in the first place through its social media campaign – ‘Bust It’.
