Schiavi targets local shapewear market

The American shapewear phenomenon that racked up $1 million in sales during its opening weekend is headed down under. In an exclusive interview with Ragtrader magazine, Australian fashion entrepreneur Bruno Schiavi revealed his collaborative range with Hollywood personality Dr Robert Rey would make its nationwide debut in May.

Simply dubbed Dr Rey's Shapewear, the product claims to trim three to five inches off its wearer by combining plastic surgery techniques with structural design concepts. Dr Rey's Shapewear was first launched through 860 Sears department stores and American shopping channel HSN in October 2007.

Target Australia will hold exclusive distribution rights for the product's domestic launch, with four styles on offer priced from $30 to $40. The debut range will include the high-waist bottom shaper brief, the bottom shaper full brief, the step in and high waist step in.

"I wanted to bring this amazing collection to Australia after the huge success we had in the US and Puerto Rico," Schiavi said. "For me, this collection is the perfect example of how we can make science work with design – it gives women another alternative to plastic surgery with no risk."

Schiavi said an extensive marketing campaign had been planned for the Australian market, with print and television runs to be followed by in-store appearances throughout Melbourne and the Gold Coast in the first week of May. Dr Rey's Shapewear garnered intense media coverage during its American launch with Today, E!, The Tyra Banks Show and Good Morning America all featuring the product on their program.

Schiavi denied he had any competitors in the local market and said his shapewear collection would take Australia by storm. "To be honest, I think I am the only designer that has taken plastic surgery and incorporated it into shapewear," he said. "I think this is a revolutionary concept that makes women feel amazing and at the same time, provides real solutions instantly." 

The entrepreneur, who has also collaborated with international icon Priscilla Presley and Australian radio personality Jackie O on lifestyle collections, is planning to launch another shapewear venture with singer Delta Goodrem this year. Dubbed Instant Shape by anabella, the range will be stocked at value retailer Big W along with the existing anabella intimate apparel line.

By Assia Benmedjdoub