The concept is "fine tights in larger sizes that fit perfectly".
FALKE explain the background to the new collection:
"Tights specifically for large sizes – are they even necessary? Our answer is an unequivocal “yes”. Discussions with our customers showed that they had very specific wishes and requirements in terms of fit, quality and comfort, which had not previously been fulfilled. That's why we defined the specific demands together and developed a completely new tights concept. The result? The new FALKE Beauty Plus. They will win you over with their perfectly proportioned cuts with soft shaping at the hips, thighs and calves, exceptional comfort and of course thanks to the high FALKE standard of quality. In order to reflect individual proportions perfectly, they are available with both longer and shorter legs for the perfect FALKE fit."
FALKE also state that the Beauty Plus tights "also stand out thanks to the beautifully finished panty area without annoying gusset."
Special features and benefits are identified as:
Beautifully finished panty area with no unsightly seat seams or irritating rubbing feeling on the inner thighs.
Effective moisture management for an extremely comfortable feel, even on hot days, and no more irritated skin from rubbing at the inner thighs.
Soft shaping at the hips, thighs and calves – for a softly sculpted, beautiful silhouette.
The perfect fit thanks to the choice of two different leg lengths – for shorter and taller women.
Comfy, wide waistband for optimal comfort thanks to the innovative knit technology with an elasticated edge – no more rolling or digging in.
Comfy, wide waistband for optimal comfort thanks to the innovative knit technology with an elasticated edge – no more rolling or digging in.
The range includes:
Beauty Plus 20 Denier Tights
Available in four colours: Black, Powder, Cocoon and Marine
Beauty Plus 20 Denier Tights
Available in four colours: Black, Powder, Cocoon and Marine
Beauty Plus 50 Denier Tights
Available in three colours: Black, Marine and Anthracite
Availability
Both styles in the Beauty Plus tights can be purchased directly from the FALKE online store.
In the UK, the Beauty Plus 20 Denier Tights and Beauty Plus 50 Denier Tights are also available from Luxury Legs.
Reflections on sizing approach, gender and marketing
For a male perspective, the question: "Tights specifically for large sizes?", would also get a resounding "yes" from this blog.
This is why a further key feature will be of particular interest to men: the Beauty Plus tights are available in "two different leg lengths – short and long, for short and tall women."
This is a huge step forward as many men as well as female customers will find this completely innovative sizing approach very appropriate helpful. We are used to, for example, looking for legwear (trousers, jeans and more) to fit by using the inner leg measurement.
By combining inner leg length and weight you are able to get a perfect fit.
It's a bit frustrating to see FALKE to describe the tights then as having: ""two different leg lengths – short and long, for short and tall women." Why not include men also?
A gender-neutral approach would work so much better here, and reflect a much more inclusive marketing strategy that embrace male customers. It's especially frustrating as FALKE go on to state:
"Free your mind from standard clothing sizes and societal expectations and feel happy and strong just as you are."
Hosiery brands really do need to acknowledge that "societal expectations" are indeed being challenged in all kinds of ways. But we see so few of them actively responding to this.
As one of the best, highest quality and most trusted hosiery brands, FALKE could really do a little better here.
Having said all this, these tights do look like a real step forward and the sizing approach is one that gets a genuine thumbs up from us.
It is hoped we can trial and review both Beauty Plus styles soon.