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Friday, Mar 29, 2024

Halloween Uncovers Sexy Styles

Halloween spending may be on the decline this year, but not at Roma Costume Inc. The Burbank design house and wholesaler makes high-end, sexy costumes for women. Typical prices at Yandy.com and Amazon.com, two of its biggest clients, range from $60 to $200. Roma usually sells the costumes wholesale for about half their retail price. “Because of the quality, and because they are made in the U.S., these prices are higher, but you get better stuff,” said Sahand Fard, a manager at the warehouse and son of Roma founder Sam Fard. The National Retail Federation, a trade organization in Washington, D.C., estimates more than 157 million Americans will take part in Halloween festivities, with spending on candy, decorations and costumes totaling $6.9 billion. Of that figure, $2.5 billion will be spent on costumes. The average celebrant will spend $74.34, compared with $77.52 last year, a 4 percent decline. When asked about Roma’s most popular costume for 2015, Sahand Fard said it is DC Comics character Poison Ivy. In comparison, a Retail Federation survey found that more than 4 million adults will be dressed as witches this year, making it the most popular adult costume of the season. Batman characters, including Poison Ivy, ranked third. Roma started in 1990 on Hollywood Boulevard selling bikinis. Sam Fard then transitioned into costume design and moved the operation to Burbank. Some of the sexiest women in Hollywood have donned Roma’s designs including former Playmate and “The Girls Next Door” star Bridget Marquardt, who jointly launched a 17-piece costume line called Bridget by Roma with the designer in 2011. As Halloween has grown as a commercial holiday, the company has faced competition from seasonal pop-up stores, e-commerce sites and major retailers. But Roma has found a niche with its pricey costumes that skew skimpy. “Year after year, people are going toward better-quality costumes, which means more expensive costumes,” said Sahand Fard, who earned an M.B.A. while working at the family business. “We are doing very well because people want high end.” Roma’s least popular costume this year is the referee, a surprise since Halloween falls in the middle of football season. However, the company has tried to expand beyond a once-a-year supplier. With a large assortment of sexy elf, snow girl and Santa costumes, Roma is already gearing up for the next holiday season. “It always surprises us how well Christmas does for us,” Sahand Fard said. “We are one of the only brands out there that have a Christmas line.” – Stephanie Henkel

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