“Do you know the old saying that states that when times are getting worse, skirts are getting shorter?” Caroline Krazsch refers to the “hemline theory”, according to which the length of women’s skirts varies with the economy. And she knows a thing or two about it. She founded her two Koerpernah stores in Berlin over 36 years ago and has since experienced many economic ups and downs. She has also witnessed how our shopping habits have evolved throughout many generations of women. 

“Women are currently looking for attractive lingerie” she says, adding: “I didn’t expect that, but my customers are getting younger” The average age of Koerpernah’s customers is usually between 40 and 70 years old, but Caroline Krazsch says more and more women in their twenties have been visiting her stores since last year.

“When these young women, who are used to shopping online, visit a specialized store for the first time, they are impressed by the saleswomen’s expertise, as they know their products very well.”

According to her, educating young customers to shop in-store is key to building loyalty and preserve a culture of trust and proximity to a new generation. 

It’s this culture that she nurtures when visiting the Salon International de la Lingerie in Paris. There, she picks up multiple visions and inspirations from all around the world, which brilliantly combine technical expertise and aesthetics – something no other event can afford.

This season, Caroline Krazsch has noticed a strong distinction between what we consider sexy and what we consider comfortable. “On the one hand, stockings are making a comeback, and in the other, we see a lot of wireless sports bras, but there’s not much to be found in-between, as if the two were incompatible.”

A new challenge for the lingerie market? Considering the hemline theory, the future should bring us products freed of physical constraints, bringing together seduction and ergonomics once and for all. 

“Young customers will lead the way. We need to listen to them, because they will be our core customers twenty years from now.”