Smiffys’ trade and marketing manager Sharon Poulter talks about the importance of comedy and novelty costumes within the fancy-dress market.
“Comedy and novelty are large aspects of everything that comes with dress-up and party. The fancy dress market is continually growing year-on-year and novelty and comedy costumes remain an integral part of the Smiffys collection.”
Which comedy costume innovations have made the biggest difference to the market in recent years?
“Smiffys’ instant kits have proved an innovative solution to the time- and budget-conscious consumers. Innovations in product material and the rise of latex masks have also aided the popularity of novelty and comedy costumes.”
What type of costumes make people laugh the most?
“Designs that have captured the public’s attention at the moment have to be the various lines of inflatable costumes released by Smiffys. Inflatables bring imagination to life in with their 3D appearance, in turn, bringing realistic humour. Our man-eating shark costume optimises this!”
How important are current affairs and trends for people looking to create a funny costume?
“Our in-house design team are committed to staying on-trend and current. This has led to the creation of several lines in the novelty and comedy centre that are based on political trends. Costumes modelled on Donald Trump have been a favourite with Smiffys customers as the American President continues to divide many and remain in the spotlight.”
What new comedy/novelty lines have you added for 2019?
“Fruit has also been a pivotal theme of comedy dress-up as summer approaches. Designs include Avocado, Aubergine and Watermelon costumes as a functional tabard. Piggyback costumes also feature in 2019 novelty/comedy lines, with popular political caricature features.”
