IN FORM®

By Adam Welsch
Cupid Intimates

In the world of shapewear advertising, no device is more common than the “before-and-after” comparison.  Whether in newspaper or magazine advertisements, late night infomercials, lingerie pieces on news programs and talk shows, or segments on television shopping networks, those trying to sell shapewear love to demonstrate the effectiveness of their products by showing what women look like both before putting on the garments and after.  Of course, this type of “fit test” is a great way for a consumer to judge the quality of a garment herself when in a fitting room of a store.  Since she’s the one trying on the garment, she can control the experiment and make sure it’s a fair comparison.  That, of course, isn’t the case when the demonstration is carried out by others through an advertising medium.  There are five before-and-after tricks that can be used in print, or on the small screen, to overstate the performance of shapewear on the body, and apparently the temptation to employ these is sometimes irresistible.

So, what should you be on the lookout for? (more…)

By Adam Welsch
Cupid Intimates

If you walked into a grocery store, and asked to be directed to the ice cream, do you think any employee would have trouble understanding what you were looking for?  Of course, not.   Even though there are many different brands of ice cream, available in many different flavors, ice cream has a very specific definition that’s shared by everyone who makes, sells, and eats it.  Unfortunately, the same sort of universal understanding isn’t always present in the world of shapewear.  Sure, different companies use their own brand and style names.  That’s not the issue.  Rather, for some reason, different manufacturers often use different generic terms to identify the same silhouette.  Since this sometimes creates confusion for those of us who work in this industry, it must be downright frustrating to you, an average consumer. (more…)

By Adam Welsch
Cupid Intimates

If you’re like a lot of women, you probably own a lot of intimate apparel.  But how much do you know about bras, panties, and shapewear?  Want to find out?  Here’s a test to measure your general knowledge of these fashion categories.  Use the answer key at the end to calculate your score and determine your intimates quotient (IQ). (more…)

By Adam Welsch
Cupid Intimates

Despite leading lives that incorporate healthy diets and exercise, many women still struggle to eliminate bulges and pockets of excess flab.  Whether such problem areas take the form of pot bellies, muffin tops, love handles, back fat, saddle bags, or bingo arms, exasperation often leads to thoughts of cosmetic surgery.  While such surgery can correct body imperfections, “going under the knife” is certainly a drastic step to take.  A better alternative for many women is a selection from the wide variety of modern, technically sophisticated, comfortable shapewear available today. (more…)