Kim Kardashian West released a shape wear range in September 2019 which reportedly made $2 million in just minutes of the brand launching. She prides herself on having 9 different shades of solutionwear and a wide range of sizes so that it can cater to everybody. As well as constantly releasing new pieces, Kim has also spoken about introducing a mens line. Due to it being released by such an influential celebrity, it sold so quickly. This is similar to Filter by Molly Mae and supports the idea that if you are a person of influence, people will buy into your brand.
https://www.vogue.co.uk/fashion/article/the-future-of-shapewear
Selfridges has seen a 67% increase in the sales of shape wear over the past year and Lyst, a fashion search engine, saw searches for shape wear increase by 93% within the year along with a 45% spike the day that SKIMS by Kim Kardashian West was launched in September. In 2020, shape wear is no longer the Bridget jones huge pants style, it includes sexier pieces with lace inserts for example. Also a contoured silhouette is no longer a big selling point, lots of brands are prioritising inclusion by adding a variety of shades and sizes to their collections. This can link well into Filter by Molly Mae as the brand’s slogan is ‘the ultimate real-life filter’ which relates effortlessly to the idea of solution wear. The brand can play on the idea of shape wear giving you confidence and being confident in the world of social media.
https://www.standard.co.uk/fashion/shapewear-heist-spanx-a4142061.html
Shape wear was always seen as a really uncomfortable option of hiding your figure, however the demand for shape wear is ever increasing. It has become more and more popular due to the fact that it is now so comfortable. This shows that if the brand delved into the shape wear realm, it would be highly received. Also the audience for shape wear is almost everybody! The new generation is one of the biggest consumers of shape wear due to the pressures of looking a certain way in today’s society. This again links well with Molly’s brand because she is Instagram’s hottest blogger right now. In 2015, the brand Heist was founded which creates high-tech shape wear. They have secured $8 million of investment and more importantly, a loyal customer base. This suggests that shape wear is the perfect industry to be in as it is already successful and is predicted to increase even more.
Filter By Molly Mae 