Interview with Susan Rohr, à la Mod Body

Recently, Susan Rohr took some time from her busy schedule to answer some questions for LoveToKnow Lingerie readers.

The Beginnings

How did you get involved with à la Mod Body?

I am the founder of à la Mod Body. In 2003, I was in Paris for Christmas and it seemed there were lingerie boutiques at every turn. The designs were beautiful, comfortable, and well priced. I thought, " I have to bring this to the States."

Why is the lingerie you sell so different than other companies? In other words, how is European lingerie different from American?

When I was doing the research for this company, it became clear to me that lingerie in the States was either functional or sexy with very little in between. European women see lingerie as a part of elegant dressing, and I was interested in bringing that concept as well as the designs here.

About à la Mod Body Lingerie

What are some of the more popular styles of lingerie that you sell?

The basics, bras and panties, do the best. Thongs continue to sell a little better than full panties even though the trend has been toward full panties over the past year or so. I recently had a launch party and the loungewear did particularly well.

Do you cater to a certain age group? Can your styles be worn across the board, or are there different styles for different women?

I do specifically target women in the 35-55 age group primarily because I'm in that age group, but also because women in that age group are interested in looking and feeling good for themselves. The styles, however, can be worn across the board and can translate to ages outside of the target age range. I do carry a small line for the larger woman that has done exceptionally well.

What are some of your more interesting lingerie items?

Frankly Darling's all-silk long robe with the bell sleeves is one of my favorites. It's totally glamorous. I also love anything Elise Aucouturier makes.

Do you have any lingerie items for men or plan to in the future?

Possibly. I have been contacted by men regarding this issue. Right now, I plan to add a few more lines for women and perhaps branch out into swim wear and hosiery.

What are women looking for when they purchase items such as bras and panties from your store?

Most are looking for something feminine and comfortable that will give them a nice silhouette under their clothing.

Designing a Perfect Product

Tell me about your designers?

The designers are amazingly talented women. They each have formal design training and have specifically chosen to design lingerie. Because each of them design their own lines, they are intimately involved in the production as well including some elements that are done by hand.

What are your designers doing or creating to keep up with the competition?

Because the designers are in a class by themselves, keeping up with competition has never been apparent to me as a motivation for what they create. In fact, many of them show together during the Fashion Weeks, but in a smaller, more intimate venue that is by invitation only. This is done to prevent some of the larger design houses from coming in and taking their design ideas which has happened to each of them.

Where to Buy

Where can your lingerie be purchased?

Purchases can be made on alamodbody.com. I will be hosting a trunk show in the fall and those readers living in the Baltimore-Washington metro area should check the Web site for details and if interested in an invitation, please contact me at susan@alamodbody.com

Besides lingerie, what other types of items do you sell?

I sell a robes, chemises, and loungewear.

Everything Else

Tell me about your blog?

The blog is a new phenomenon to me and was recently added to the site. I am mostly interested in posting what's going on with à la Mod Body as well as articles that may be of interest to the readership relating to the business of retail and/or that illustrate the philosophy behind à la Mod Body.

How did à la Mod Body get chosen at the Lingerie Retailer in the 2007 Official Academy of Country Music Awards gift baskets?

What an amazing honor! Totally unexpected. The company responsible for the swag bags for the ACMA, Distinctive Assets, came by one of the press kits we sent out this spring. The woman who runs the company is French, and she recognized some of the designers and contacted us immediately.

Anything else you'd like to share with the readers of LoveToKnow Lingerie?

I invite each of you to visit à la Mod Body on the Web and contact me with comments and questions if you have them. And, enjoy the experience of beautiful lingerie everyday for you!