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Subscription Hosiery - Is It Really Necessary?

December 04, 2016

Subscription Hosiery - Is It Really Necessary?

The world is still at the dawn of the new age of technology, where everything seems possible despite sometimes seeming to be improbable.  Who knew that we would carry enough computing power around in our pockets to get a man to the moon - yet spend that power watching cute cat videos or taking pictures of ourselves?! (I'm probably showing my age now).

And with all the problems in the world, just because the technology is available, are we guilty of finding solutions for problems that just don't exist?  I asked myself this very question when founding Divine Legs.  Does the woman of today need subscription hosiery?  To get the answer I asked a wide range of women, who all kindly took the time to answer a very short survey on the subject.  It seems the answer is undeniably YES (though I do recognise it's a great solution to a first world problem)!

So here are the questions and responses:

How Often Do You Wear Hosiery?

wearing tights for work

85% of the woman who responded wear tights either daily or at least 3 times a week for work.  Thats a lot of days - on average we work 232 days of the year (if working a typical Monday to Friday with statutory holidays).  At the Stylist Live show in October, the overwhelming issue for the women we spoke to was that with cheaper tights and stockings they expected a pair to last only one day!  Even with supermarket tights being as low as £1 per pair - that can be a whopping £230 cost for poor quality and low expectations (assuming tights are worn even in the summer, which is required for many professionals).  Not to mention other factors like fit and comfort.

What's on Your Hosiery Wish List?

ladder resistance in tights

Ladder Resistance was the number 1 item on the list of "what women want" from their hosiery with 70% stating this was their primary issue.  Being more comfortable and fitting better was a joint second with 46% of respondents saying this was a requirement (and also a reason they don't wear tights or stockings more often).  This reflects the recent unplugged conversation between Caitlin Moran (@caitlinmoran or read her great articles on her blog) and Sali Hughes (@salihughes on twitter or catch her great YouTube channel) who engaged an hilarious exchange about droopy gussets and saggy wrinkled tights.  Their conversation was reflected in the number of women who came to the Divine Legs stand at the Stylist Live!  We heard some horror stories - and although we only had demo stock a few pairs were handed out to visitors who had ladders or who were wearing bad tights! (Thank you to those ladies who became instant ambassadors!)

What Do You Want in a Hosiery Subscription Box?

beauty tights in subscription box

The outstanding requirement was for certainty that the box was going to contain exactly what the subscriber was expecting.  Many subscription boxes are sample boxes - and for getting to try new products and experiment with trial sizes without a huge cash outlay, these boxes are both great fun and like a present to yourself every month.  But for your hosiery you want to be sure that you always have that perfect pair of tights or stay-ups that make your working day easier.  A significant number of my respondents did want their box to be mixed styles and colours too.  The current boxes are two pairs in the same size and colour but in response to the survey feedback the Divine Legs offer is being revised so watch this space.

And finally, Divine Legs bestselling products are BEAUTY TIGHTS - a secret weapon against cellulite that are also a great compression product solving a number of leg and circulation problems for wearers - so we asked:

Do You Buy Anti-Cellulite Products?

beauty tights

Despite the average age of the respondents being under 40, over 15% had bought anti-cellulite products, with most of them adding that the products they had tried did not work.  The beauty industry is awash with amazing claims especially in the "staying young" sector, because let's face it we are all at least a little concerned with the ageing process - if not marginally afraid of facing our own mortality.  The main reasons that Divine Legs decided to stock Beauty Tights were because not only were they exceptionally comfortable and (with two leg lengths) a great fitting product, they also added an extra benefit of being a great solution to the age old problem of cellulite.  Working while you wear them, these tights reduce the appearance of celullite on your hips, thighs and bottom in a few wears, with regular wear having the best results.

And our customers wholeheartedly agree as evidenced with their reviews:

"What can I say, I love these anti-cellulite tights! As soon as you put these on you can feel the compression and see instantly how they smooth out imperfections. I saw a difference on the backs of my thighs within two wears, not many anti-cellulite products can boost that performance. I also love the way your feet fit in easily when putting on the tights, they are so well designed." Rachel, blogger.

"These anti-cellulite tights are great. I have always struggled to get tights that fit properly due to my height and size but the sizing of these tights are very accurate. As soon as I put them on my legs, hips, bottom and tummy felt instantly slimmer due to the compression within the tights. The tights, to the touch, have a fab feel to them and they wash incredibly well." Emma, Logistics Expert.

 When I get to talk about my products and business at Entrepreneur events I am often surprised by the number of men who are excited to buy anti-cellulite tights for their wives for their birthday!!  And this desire come from a good place - as one loving husband explained to me "My wife is gorgeous to me but she lacks confidence and struggles with her body image.  If your beauty tights make her feel better about herself then that's a gift in itself!" Certainly something I hadn't thought about before.

Personally I wear them on all my flights now too as they are a much more attractive alternative to ugly flight socks!! 

Whilst the birth of subscription hosiery is grabbing hold of women's attention, the journey for Divine Legs has just started and the positive feedback from our customers so far is helping us shape the business growth and helps us understand what women want.

Check out the current subscription boxes at www.Divinelegs.com - and sign up for our VIP Club to get the first news of new products, offers and news from the hosiery world.

Wishing you Happy Hosiery





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Size Guide

20d and 50d Tights and Stay-ups

Beauty Tights

70d Tights

Dress Size

Dress Size

Dress Size

Small

8-10

8-10

10-12

Medium

12-14

12-14

14-16

Large

16-18

16-18

18-20

Large +

20-22

20-22

22-24

Leg Length

For over 5’9” choose a size up

L1 up to 5’6” and L2 for 5’7” and over

For over 5’9” choose the size up

Seamless Tights

Heights

Weight

Average dress size

Up to height 5'4"

55kg / 8st 10lb

8-10

Up to height 5'4"

68kg / 10st 10lb

12-14

5'5" - 5'9"

61kg / 9st 8lb

10-12

5'5" - 5'9"

74kg / 11st 9lb

14-16

5'10" - 6'0"

63kg / 10st

10-12

Seamless tights are very stretchy and soft and will suit the leg length typical of the sizes above