London, July 14 (ANI): A Brazilian-style underwear that promises to provide a flattering and stylish solution to the dreaded visible panty line, or VPL, has helped boost the business of Marks and Spencer.
Sales of the underwear have soared by 64 percent in a year, with 500,000 pairs snapped up since the store offer a three for 10 pounds three months ago.
Designed to avoid creating lumps and bumps under clingy summer dresses and fitted trousers, the knickers are cut high on the leg, making legs appear longer.
And it was revealed yesterday that their popularity with shoppers has helped drive the chain to a robust trading performance against the background of a struggling High Street.
And, despite the cool summer weather, sales of M and S swimming costumes are up 50 percent on last year, while 49.50 pounds maxi-dresses have been flying off the shelves.
Total like-for-like sales across the store grew by 1.7 percent in the 13 weeks to July 2 compared to the same period last year.
"In 2005, we designed and launched the Brazilian knicker shape," the Daily Mail quoted Soozie Jenkinson, Head Of Lingerie Design, as saying.
"Cheekier than the boyshort, but more covering than the thong, this first to market knicker shape was inspired by the bikinis worn by women on the beaches of Rio, hence the name The Brazilian.
"Delivering feminine style with a smooth flattering no VPL, this shape has become out fastest growing knicker style and now is available in lace, embroidery, silk and natural fibres," he added. (ANI)
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