- Netflix’s “Bridgerton” program was a boon to the corset industry.
- Since “Bridgerton” aired, retailers like Etsy and Corset Story have noticed an increase in traffic.
- Netflix said in January that “Bridgerton” has been its biggest show so far.
- Visit the Insider Business section for more stories.
One of the first scenes of the new Netflix period drama, “Bridgerton”, shows a character being tied up in a corset. It is therefore no surprise that the show, based on Julia Quinn’s novels, has precipitated a new wave of interest in corsets and other Regency-inspired outfits.
The series, created by Chris Van Dusen as part of Shonda Rhimes’ reported $ 150 million Netflix deal, launched in late December 2020. Netflix said in a press release in January that Bridgerton was the “biggest show of all time “of the streaming service, with an audience of 82 million households in the first 28 days.
Viewers responded to the show’s Austen-meets-Ariana Grande feel: contemporary cast, music and love scenes overlaid on a flashy 19th century background.
Ironically, Wendy LeSesne, the director of marketing for Orchard Corsets, told Insider that the Regency era was not the inspiration for the type of corset that viewers look for after watching the program. This period was characterized by flowing waists, but for many modern consumers, buying a corset is an effort to achieve the figure of an hourglass. But given that “Bridgerton” mixes past and present in its plot, subject and punctuation, a little bit of revisionist fashion history is normal.
Orchard Corsets has reported an increase in sales since the show started. Traffic to the retailer’s website grew 71% over the same period, LeSesne said, and saw more new viewers – unusual for the retailer, who depend on repeat buyers.
Etsy told Insider that the site has seen a 91% increase in corset searches in the past three months, compared to the same period last year.
Corset Story, a supplier of high-tech corsets, saw a 20% increase in site traffic in January. But a representative told Insider that the revenue “ended up slightly below our original targets”. The representative said that the reason for the increase in traffic, but not in revenue, may be the increase in prices or that “people gravitate towards the markets”.
In fact, Amazon’s top result for “corset” has various sizes and colors sold out or on hold. One reviewer wrote, “I love this corset so much! I was inspired by Bridgerton (like so many others).”
Read More: The Queen’s Gambit Effect: Chess and merchandise related experiences are in high demand as the Netflix show boosts business for retailers, resorts and streamers
In addition to Etsy seeing searches for corsets skyrocket, he saw a similar increase in searches for old-fashioned or Regency-inspired lifestyle items like tea sets, which increased by 110%. And the impractical but fabulous consultation, “lace gloves” increased by 744%.
But, as Dayna Isom Johnson, a trend expert at Etsy, said, “We love the show … but that doesn’t mean we’re all exchanging our sweatpants for prom dresses.”
Increased interest in corsets, Johnson suspects, allows people to feel fashionable, while “not backing down completely when it comes to dressing from head to toe, but rather feeling a little more polished and sophisticated”
Orchard Corsets is looking to capitalize on the show’s success by adding some “Bridgerton” inspired items to its website later this year. He will also put together a page detailing the history of the period’s costume for interested buyers, with an eye on historical accuracy.
“Bridgerton” is not the first Netflix show to move markets. Insider reported that the success of the limited series “The Queen’s Gambit” increased interest in chess games, lessons and merchandise.
Johnson thinks that, with many consumers spending more time at home due to the pandemic, “it’s no surprise why buyers are really getting inspired by the TV shows we’re tuning in to.”