Our members have legs that are better than ever!

By:  Sally Kay, THA President/CEO

I’d be remiss if I didn’t begin by saying that the legwear business has revolutionized itself exponentially since Wallace Carothers invented nylon and introduced it to the world in 1938. Women mobbed department stores pushing and shoving to get their hands on hosiery…the effervescent fashion accessory that they as well as their wardrobes were seeking. Stockings knit of natural fibers such as cotton, wool and silk had been functional in protecting the legs and providing them with warmth, yet women were starved for a fresh look and a modern sense of femininity. These “nylons” were not only liberating, they satisfied their craving. Innovation launched sheerer products that better conformed to the legs and moved with them offering a translucent, smooth and finished look.

When World War II depleted the nylon sources to support its military uniforms, parachutes, etc., nylon for ladies’ hosiery became superfluous; therefore, they went without. Resourceful women, however, would not be caught without the ‘appearance’ of wearing hosiery and became quite artistic with eyebrow pencil lines placed strategically up the backs of their legs….after all, no lady was completely dressed without hosiery. Who knew that twenty-one years later, the industry would experience another fashion aberration…the invention of pantyhose. http://pinterest.com/thehosieryassoc/leg-acy/

Take pause and envision these Iconic figures: Twiggy strutting atop the catwalk wearing pantyhose under her mini-skirt; Anne Bancroft portraying the ‘cougar’ Mrs. Robinson in “The Graduate,” scantily clad in her black negligee and complementing hosiery; and Stephanie Mangano with Tony Manero, the dynamic dancing partners under the twirling disco ball in “Saturday Night Fever.” Gone were the garter straps and gone were girdles, once again challenges overcome by leveraging creativity and innovation to foster new products. Celebrities, fashionistas, and big screen movies each engraving a sense of style on the minds of consumers.

Now fast forward with me thirty years… quick images dash through your mind along the way, hilarious antics of Dolly Parton and Lilly Tomlin in “Nine to Five,” Dustin Hoffman selecting his hosiery in “Tootsie,” Jennifer Beals’ weathered tights/legwarmers in “Flashdance,” Demi Moore sans hosiery in “Disclosure,” and Mel Gibson putting on pantyhose in “What Women Want.” http://pinterest.com/thehosieryassoc/hosiery-history-makers/

Today, Kate Middleton’s legs have donned pantyhose and tights in countless images across the globe. The Duchess of Cambridge has indeed reintroduced the concept of classic yet modern style of feminine dressing for women of all ages. And, of course, hosiery is a key staple in her wardrobe. http://pinterest.com/pin/284430532687407170/

I know you’re asking yourself, ‘What’s the relevance of the fashion driven vignettes, Sally, get to your point.’ My point is simple. We as a society, and we as an industry, are impacted by these three words: leverage, evolve, grow. Ironically, these words spell “leg,” yet they fundamentally impact our businesses and determine whether we will succeed or fail.

We just experienced an economic crisis which emulates that of the Great Depression, we are also participating in one of the worst global downturns in history. The politically charged environment coupled with uncertainty as the new “norm,” businesses will never be the same. Those who leverage change and technology will permeate the trend of complacency. We know consumers are thriftier with their spending and seek more value out of their purchases. How do your products compare?

We’ve adapted to a new reality in recent years...it continues to be a time of evolution for all of us – both in our personal and professional lives. As it relates to legwear, no, these are not your grandmother’s. They fit better, they are more comfortable, cooler and yes, some even contain caffeine, moisturizers, UV protection and aromatherapy. Some have toes, some are toeless and some even footless. Shoe styles and pedicures have convinced the consumer that she should demand it and she does. Traditionally women would buy an outfit and then buy the appropriate items to accessorize. Today they seek out bold and fashion-forward hosiery and the outfit becomes secondary. The current Fall/Winter ready to wear trends maintain their focus on the leg and proliferation of boots only emphasize the ability to mix and match a variety of hosiery styles. How do your products match up? http://pinterest.com/thehosieryassoc/tights-cool-things/

I am personally convinced that there is far more to be gained by working together as we tackle the key issues. I believe that just as we invest our personal energies into the strengthening of our businesses, we similarly have the opportunity to grow our variety of products and breathe new life into the legwear category. I encourage you to make that commitment to each other to continue creating new and exciting products, listening to what the consumer wants and answer her, take pride in developing sustainable business practices for our industry as it continues to revolutionize for those generations who yet to come.