Lingerie Insight Magazine November 2011

BUSI NESS I NTELLI GENCE FOR LI NGERI E & SWI MWEAR PROFESSI ONALS
ANN
SUMMERS
EXCLUSIVE
Managing director
Vanessa Gold reveals
the retailers new
partnership strategy
ALLURE
FRANCAISE
Discover the secret
ingredients of French
lingerie design
BIRTHDAY
NOTES
AWARE
SOHO
MYA BLUE
BEACH
NEWS
ROUND UP
T
O
W
I
E

L
A
U
N
C
H
E
S
S
E
X
G
IR
L
J
E
S
S
IC
A

W
R
IG
H
T
T
A
L
K
S

T
O
L
I A
B
O
U
T
H
E
R

N
E
W
S
T
O
R
E

LOST IN
EVEDEN
Eveden CEO Tracy
Lewis looks ahead
to AW12
NEW VISTA
President Dave
Trerotola discusses
INVISTA Apparels new
product launches
IT S OUR
Check out our
anniversary issue
with industry
exclusives from
some of the
biggest names in
the sector
NOVEMBER 2011 / VOL. 02 I SSUE 10
www.lingerieinsight.com
Lingerie Insight_275x205_workfile. 1 25/10/11 17:47:21
www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT 1
FRONT
REGULARS
News Review
A round-up of this months lingerie and swimwear news.
First Stitch
We take a look at the work of new designer Rebecca Ansah.
Voice of the Industry
Plie sales and marketing director John Pearce on trade show
challenges.
Speakers Corner
Industry members respond to the ASAs imagery ban.
Allure Francaise
We seek out the secret ingredient of French lingerie design.
Ann Summers Exclusive
Ann Summers MD Vanessa Gold talks to Kat Slowe about
her new role and her plans to develop retail partnerships.
Catwalk Solutions
We present lingerie solutions to the SS12 catwalk styles.
Lost in Eveden
Chief executive Tracy Lewis on AW12 product and growth.
Decade of Man
Learn how mens underwear has changed over a decade.
The Wright Way
TOWIEs Jessica Wright speaks to LI about her new store.
New Vista
INVISTA Apparel president David Trerotola talks exclusively
to LI from the LYCRA Fibre moves conference.
Keeping it Real
Lindsey Brown speaks on designing for real women.
ON THE COVER
Object of Desire
Te high end piece that has the industry talking this month.
Products Showcase
An inspirational selection of new lingerie and swimwear.
7
8
10
11
14
22

26

28
32
36
38
40
45

46
5
26
28
32
40
14
22
47
NOV
32 32
GER RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRIE IE IE IE E IE IE IIIIIIII IIIIN IIN N IN IN IIIINNNNNNNNNNN IIIIIIIIIIIIIIIIIIII SIG IG IIIG IG IG IG IG GGGG IIIG IG GGG IIGGGGGGGGGGGGGGGGG IGGGHT HHHT HT HT HT HT HT HT HT HT HT HT HHHHHHT HHHHHHHHHH
40
2
COMMENT
LINGERIEINSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk
ITP PROMEDIA PUBLISHING
16A Baldwins Gardens, London, EC1N 7RJ, UK
Tel: +44 (0) 20 31 764228
Fax: +44 (0) 20 31 764231
EDITORIAL
EDITOR Kat Slowe,
kat.slowe@itp.com
CONTRIBUTORS Lindsey Brown, Olivier Gazay
COMMERCIAL
SALES MANAGER Andrew Martyniuk,
andrew.martyniuk@itp.com
STUDIO
GROUP ART EDITOR Daniel Prescott,
daniel.prescott@itp.com
DESIGNED in conjunction with Quadrum
Solutions
www.quadrumltd.com
DIGITAL
CHIEF TECHNOLOGY OFFICER
Hitendra Molleti, hitendra.molleti@itp.com
ONLINE PRODUCTION Ernesto Ceralde,
Rose Yorobe
PRODUCTION & DISTRIBUTION
GROUP PRODUCTION
& DISTRIBUTION DIRECTOR
Kyle Smith, kyle.smith@itp.com
DEPUTY PRODUCTION MANAGER
Matthew Grant, matthew.grant@itp.com
DATABASE MANAGEMENT Manju Sajeesh,
manju.sajeesh@itp.com
CIRCULATION
CIRCULATION CUSTOMER SERVICE
+971 4 286 8559
Web: www.lingerieinsight.com
Printed by: Wyndeham Grange
The publishers regret that they cannot accept
liability for error or omissions in this publication,
however caused. The opinions and views contained
in this publication are not necessarily those of the
publishers. Readers are advised to seek specialist
advice before acting on information contained in this
publication, which is provided for general use and
may not be appropriate for the readers particular
circumstances.
The ownership of trademarks is acknowledged. No
part of this publication or any part of the contents
thereof may be reproduced, stored in a retrieval
system or transmitted in any form without the
permission of the publishers in writing. An exception
is hereby granted for extracts used for the purpose
of fair review.
Published by and copyright 2011
Promedia Ltd, incorporated and
registered in the British Virgin Islands
under company number 1559854.
Itishardtobelievethatitis
hasbeenonlyayearsince
welaunchedtherstissueof
LingerieInsight. Somuchhas
happenedintermsofbothretail
andthegrowingimpactthat
intimateapparelishavingonthe
consumerconsciousness.
With celebrities, ranging from the
likes of Rihanna and Nicole Scherzinger
through to the latest X Factor
contestants, donning underwear as
outerwear in ever increasing numbers,
never has brand exposure been so high
in the UK.
Over the past year, not only have we
seen new oferings hit the high street
from the likes of Baci Lingerie and Boux
Avenue, but we have also seen existing
retailers and brands move forward in
leaps and bounds, proving that the
UK market is truly the one to watch in
terms of innovation, creative design
and quality product.
Tis month, we bring you a series
of industry exclusives from the
likes of INVISTA Apparel president
Dave Trerotola, new Ann Summers
managing director Vanessa Gold,
and Te Only Way is Essex actress
and With Love Jessica founder Jessica
Wright. Tese are just a few of the
personalities who are currently - in very
diferent ways - having a big impact on
the market in which we all work.
Te next twelve months could
number among the most exciting
periods that we have seen for intimate
apparel in the UK, as new launches
such as Victorias Secret create even
greater fervor in the marketplace and
build on existing momentum.
Te industry needs to surf this wave
of opportunity, for this is one rush that
you cannot aford to miss.
KAT SLOWE
EDITOR
kat.slowe@itp.com
Cover: Ultimo
Model wears: Ultimo Miracle OMG
Plunge Bra
Photographer: Daniel Kennedy
Model: Luisana Lopilato
Image: Courtesy of Ultimo.co.uk and
Debenhams.com
NOVEMBER COVER
For Informaton on Body Wrap Bride
Please Contact Via:
Tel: +44 (0)1423 885374
Email: info@patricia-eve.co.uk
Website: www.patricia-eve.co.uk
Shaping Your Big Day
Fauve SS12 LINGERIE INSIGHT NOV.indd 1 10/26/2011 5:08:23 PM
5
NEWS REVIEW / FRONT
www.lingerieinsight.com / NOVEMBER 2011 / LINGERIEINSIGHT
THIS MONTH IN LINGERIE AND SWIMWEAR
D
esigner lingerie
brand Ultimo has
revealed Argentinian
actress and
supermodel Luisana Lopilato as
its new face.
Ultimo has selected the blonde
Buenos Aires-born 24-year-old
married to world superstar Mi-
chael Bubl to front the brands
Autumn Winter 2011 campaign,
available from Debenhams and
www.ultimo.co.uk
Lopilato is an award-winning
actress and recording artist in her
homeland, having shot to teen-
age stardom on a Latin American
Glee-style TV series Chiquititas
TV Show (Girls) and appearing on
Spanish FHMs 100 Sexiest list for
the past three years in a row.
Catching the eye of Ultimo
founder Michelle Mone OBE after
seeing her wedding pictures earlier
this year, Lopila wears Ultimos
Miracle lingerie collection in the
new photos.
Mone said: Luisana is one of our
most exciting international sign-
ings yet and Im confdent shell
bring a new sense of fun and glam-
our to the brand as our incredible
face and body.
It took me a long time to get her,
but I refused to give up until I got
her. Luisanas jaw-dropping beauty
and charisma are a perfect ft for
Ultimo and we cant wait to unveil
our new designs.
Following in the footsteps of
Mel B, Sarah Harding, Helena
Christensen and Brazilian su-
permodel Raica Oliveira as the
brands new star, Lopitana who
has previously fronted campaigns
for Coca Cola and LOreal added:
Im thrilled to be the new face
and body of Ultimo and it was an
amazing experience shooting the
campaign.
Women know how important
the right lingerie can be to feel
confdent, comfortable and sexy on
the inside and Ultimos Miracle
strikes the perfect balance.
Te campaign for Spring/Sum-
mer 2012 will see Lopitana show-
casing the Ultimo fashion collec-
tion, which features lace, satin and
catwalk-inspired prints.
ULTIMO UNVEILS ARGENTINIAN SUPERMODEL
LUISANA LOPILATO AS NEW FACE OF BRAND
FOR IMAGES OF THE SS12 COLLECTIONS AND DAILY BREAKING NEWS VISIT
NEWS I N BRI EF
NEWS I N QUOTES
GRADUATE FOCUS
VOI CE OF THE I NDUSTRY
SPEAKERS CORNER
CALENDAR
WEB HI GHLI GHTS
6
7
8
10
11
11
12
6
FRONT / NEWS REVIEW
LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com
uct sold 1 million units in the
US in a week and sold out in four
hours online in the UK.
Te new bra, a favourite of
TOWIEs Maria Fowler, focuses
on soft support and comfort and
eliminates the need for wires,
hooks or adjusting straps.
Te Advertising Standards
Agency (ASA) has announced
that it will be taking a frmer
line when considering com-
plaints about sexualised image-
ry in outdoor advertising.
Te aim is to ensure that
children are appropriately
protected from irresponsible
sexual imagery.
Te ASA will be taking deci-
sions on a case-by-case basis
and will consider complaints
that it receives about sexual
imagery in light of a new report
it has received on the publics
views from the Mothers Union.
High street lingerie brand La
Senza opened four new stores,
last month, to add to the exist-
ing 160 outlets nationwide.
Te have opened in Brighton,
Traford, Huddersfeld and
Wakefeld.
Te Brighton and Traford
stores are benefting from en-
hanced design features, as seen
in Westfeld, Stratford City, add-
ing to the planned concept roll
out by La Senza.
furry or scaly - glory on a pair
of La Senza pyjamas.
Te competition is open to all
pets and there are four catego-
ries to choose from including
dogs, cats, small furries (ham-
sters, rabbits etc) and other pets
(fsh, snakes, etc).
Department store retailer
Debenhams plans to hire 6,500
seasonal temps to cope with the
busy Christmas period this year,
it has revealed.
Te company claims its em-
phasis is on fexible shift pat-
terns that will ensure additional
staf are in store whenever cus-
tomers need them.
Successful candidates will
work with the department store
from mid November until the
beginning of January, to cover
the Pre-Christmas Spectacular
through to the beginning of the
January sale.
New beachwear retailer The
Bikini Club (TBC) has launched,
this month, online.
Te website will be ofering
a series of established and up
and coming brands, including
the likes of Nookie, Beach Kind,
Eberjey, Ginja, Baku and
L*Space.
Retail giants Tesco and
BHS are the frst UK retail-
ers to stock the new Genie
Bra, which entered into
stores in October.
Te record breaking prod-
Te Only Way is Essex (TOW-
IE) star Lucy Mecklenburgh
was pictured wearing designer
swimwear brand Lisa Blue
in the Daily Star Sunday last
month.
Te reality TV actress wore
the brands Show Bird one piece
in the image.
Te Show Bird Collection is
part of Lisa Blues second sum-
mer collection and is available
to order now for Spring delivery.
Mecklenburgh is reportedly
a big fan of Lisa Blue and re-
quested nearly every piece in the
collection for her recent holiday
with then boyfriend Mario
Falcone.
Isle of Wight lingerie retailer
Sugar and Spice is encouraging
women to recycle their bras for
the beneft of women in Africa.
Te company has partnered
with national charity Against
Breast Cancer to promote the
new scheme.
Women can take part in
the project by depositing their
unwanted bras in bra banks at
the retailerss Ryde or Newport
outlets.
For each tonne of bras donat-
ed, Against Breast Cancer recov-
ers 1000, which goes towards
aiding local commerce in Africa
and also creating jobs in the UK.
NEWS REVIEW
Online retailer Tightsplease
has taken on new hosiery range
Mary & Charnos, the result of a
collaboration between Queen of
Shops Mary Portas and the clas-
sic UK hosiery brand.
Te popular e-tailer timed the
launch of the collection, Mary
& Charnos, to coincide with the
new Mary Portas show Queen of
Frocks, which aired last month.
Te show went behind the
scenes, with Mary Portas pro-
ducing her range of clothing and
accessories for high street giant
House of Fraser. Te show also
featured the Charnos hosiery
range, which Mary Portas and
Charnos worked on closely to-
gether.
Angela Knight Lingerie has
announced the launch of a new
bespoke website.
Te Hungerford based bou-
tique shot to fame after it noto-
riously ftted Kate, Carole and
Pippa Middleton for the royal
wedding earlier this year.
It stocks brands including
Sally Jones, Shell Belle Couture,
Fred & Ginger, Velda Lauder,
Chantelle, Fauve, Huit, Lejaby,
Myla and Beautiful Bottoms.
High street lingerie chain La
Senza is on a nationwide hunt
to fnd the cutest and most be-
loved British pets.
Te retailer has launched a
new competition, where a series
of lucky pets will win the oppor-
tunity to be pictured in all their
7
NEWS REVIEW / FRONT
www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

TRIUMPH INTERNATIONAL
Spiesshofer & Braun
Kommanditgesellschaf
Promenadestrasse 24
CH-5330 Bad Zurzach
Triumph offers the right candidate an opportunity to work in a dynamic team within an international environment.
If you are seeking a great opportunity to develop your career, please send by email your application letter, CV, work
references, diplomas and expected salary range in English language to Mrs Gisela Zoelch, HR Business Partner to
the following email-address: careers.ch@triumph.com.
THE Company
THE posiTion
THE REquiREmEnTs
Triumph International belongs to the global players in the lingerie sector, with 37,000 employees worldwide, an annual turnover
of 2.3 billion Swiss francs and a multifacetted product palette that is sold in more than 120 countries all around the globe with its
core brands Triumph, sloggi, Valisre and HOM. For these branded goods Triumph manages and controls the whole value
chain from design to distribution and sales via own or partner retail outlets.
For the Global Brand Department at our worldwide headquarter in Bad Zurzach, switzerland (Zrich Area), we are looking for a
You are a specialist in the lingerie field, delivering the company a product portfolio that constitutes sustainable and profitable
growth. You understand the technical dependencies of range planning, building product assortments, as well as price and
distribution planning. You also identify and build strong team networks across various levels of management and organisations.
International experience as a Merchandise Manager/Product Manager/Brand Manager
Minimum of two to five years experience in the fashion industry
Broad understanding of the female consumer
High level of product sensitivity ideally for lingerie, fashion and apparel
Deep understanding of the dynamics of financial management, KPI setting and building profit and revenue is a must
Dispose of a high level of drive, energy and commitment to delivering results
Open-minded, solution-oriented and structured approach to work
Fluent in written and spoken English
Knowledge of a further European language is beneficial
mERCHanDisE manaGER BRanD oRGaniZaTion (m/F)
Swimming is a fantastic health and fitness activity
enjoyed by millions of people every day. The Speedo
Roadshow is designed to present the full breadth
of the Speedo range, and give advice to anybody
looking to find the right swimwear.
Speedo brand president DAVID ROBINSON on the launch of the
companys new consumer facing Speedo Roadshow.
As a mum myself, I know how important it is that
retailers offer parents and their children a choice of
age appropriate clothing and styles...
Tesco Clothing design director JAN MARCHANT on how the retailer is
launching a new range of frst bras for girls, created in partnership with
a popular online community for parents, Mumsnet.
NEWS IN QUOTES
Something to say? Email info@lingerieinsight.com
The site design has been something we have been
working on for months and it is very exciting to see it
live on the website.
Tightsplease buying and marketing manager NICOLA PRINGLE speaks
about the re-design of companys e-tail site for a new fashion forward
and trend led look.
I think it is a great privilege to be in such a big
department store and have the opportunity to offer
customers our collection.
Heidi Klein co-founder PENNY KLEIN talks about the launch of the
luxury swimwear brands frst shop-in-shop in Liberty London on
November 2.
Many young people considering university will
be worried about building up huge debts which
will take years to pay off... An alternative is to get
a job which gives access to training and personal
development funded by an employer while also
picking up a salary. That option is getting more
attractive all the time.
BRC director general STEPHEN ROBERTSON on how the world of work
is becoming an increasingly tempting alternative to university.
8
FRONT / NEWS REVIEW
Designer label Else has
launched in US retailer Victo-
rias Secret.
Te retail giant is ofering two
sets from the Turkish brand in
its top ten to 15 stores in the US.
It is stocking the black/ivory
corselette bra and suspender
thong and the bronze/ivory tri-
angle bra and high-waist brief
from Else.
Luxury swimwear brand Heidi
Klein has announced that it will
be opening a shop-in-shop in
Liberty London on November 2.
Te new outlet is situated
on the frst foor. Te 64square
metre space is designed to have
the feel of a beach cabana, with
white washed panelled walls,
foors, and shutters at the win-
dows that aim to cast a light
airy feel, contrasted with mir-
Luxury lingerie and bodywear label
Rebecca Ansah has launched in the
UK with its debut AW11 collection,
Blue Armour.
The versatile collection features
pieces that can double as both inti-
mate apparel and outerwear.
Products from the new range were
recently used in a shoot with make-
up artist Sheeba Rayne, who is soon
to launch her line of own make-up
products. Pieces were also worn by
dancers on a live X Factor show, last
month.
Designer Rebecca Ansah has completed a degree in Fashion Design in Bar-
bados. On her return to the UK, she gained experience with the likes of luxury
brands Agent Provocateur and Kriss Soonik.
With her new range, the designer aims to target UK retailers such as Coco de Mer,
Bordello, Mise en Cage, Lingerie Collective and online e-tailer Pleasurements.
FIRST STITCH
CELEBRATING EMERGING TALENT
>> Are you a student or recent graduate and want to be featured
in First Stitch? Email info@lingerieinsight.com
ANN SUMMERS, WESTFIELD, STRATFORD CITY
STORE ENVY
>> Got a Store Envy suggestion? Email: info@lingerieinsight.com
Ann Summers launched a new
flagship store at Westfield, last
month. The event debuted a new
store design concept, which will
gradually be rolled out to other
outlets in the coming months.
Ann Summers chief executive Jac-
queline Gold told Lingerie Insight:
Im delighted with the launch.
This has been two years coming
for this store.
The launch party was attended by
the likes of Lizzie Cundy, TOWIE
twins Dio and Georgio, The Ap-
prentice 2008 finalist Claire Young
and former Hollyoaks actress and
Strictly Come Dancing contestant
Ali Bastian.
NEWS REVIEW
rored textures on columns and
tropical plants.
Co-founder Penny Klein told
Lingerie Insight: It is part of our
development strategy to take
our brand to diferent places...
Its fantastic to have an outlet
there, because we are a bit more
residential in Chelsea or Notting
Hill.
Anita UK made an appearance
on Channel 5s Celebrity Wish
List in October.
Te brand took part in the
series third episode, which told
the story of the ladies at Lav-
ender Lingerie, from the South
Gwent Breast Cancer Support
Group.
With a deadline of only 48
hours, Anita UK was asked to
create bespoke new products
for Terri Dwyer to present to the
charity as a thank you for all its
hard work with breast cancer
patients in its community.
Pulling out all the stops,
Anita general manager Jemma
Barnes managed to hit the dead-
line and deliver ffty bespoke
bras along with an all expenses
paid mini-break to Austria for
the two founding members of
the charity.
A hoodie that was designed
by London College of Fashion
student Natalie Bouloux has
been worn on X Factor by singer
Misha B.
Te item, which is sold under
Lingerie Collectives new Enfant
Terrible label a new umbrella
brand for up and coming design-
ers, was showcased on stage in a
live show, last month.
Online lingerie sales dropped
by 12 percent in September,
the greatest drop in any sector
apart from travel, according to
the latest fgures from the IMRG
Capgemini e-Retail Sales Index.
Despite the decline, sales
were up by 27 percent on the
same period the previous year
(August 11 to September 11),
Freya SS12 LINGERIE INSIGHT NOV.indd 1 10/26/2011 5:10:20 PM
10
FRONT / NEWS REVIEW
VOICE OF THE INDUSTRY
S
ince the summer of
2005 when we launched
the Brazilian seam-free
shapewear brand Pli here
in Europe, the question I have most
been asked by journalists and industry
colleagues is, are you doing the next
lingerie show?
Trade shows are the life-blood of
new brands. In 2007, I drove myself
and seven plastic mannequins wearing
seam-free shapewear down to
southern France for, what turned out to
be, the last ever Lyon Mode City. Paired
up with Interliere, it was a sprawling
event covering four NEC-style halls with
warm sun streaming though the roof
lights and footfall so abundant we were
able to guide buyers onto our booth
and ll up our order books with many
thousands of Euros of business. I was
instantly hooked on the multi-cultural
buzz and the big numbers, and swore
Id be back the next season for Salon
de la Lingerie in Paris and back in Lyon
for another x in 2008. But this trade-
show junkie was about to have his
supply interrupted. The Lyon lingerie
show was bounced up to Paris in 2008
where hotels and parking are abundant
but twice the price.
This years Mode City show was
brought forward to July - yet another
change to a show that seems to be
shrinking every season. Pli lled a 16m
booth for the fth year running and
had a very positive show again, but
the murmurings around the halls were
once more of whether these events have
a future. Gazing down empty aisles and
peering in at lonely sales people doodling
on empty order pads, I have to confess I
began to fear the worst.
A trade show could and should be so
much better. The chance to see all your
colleagues and competitors on one shop
oor and maybe take a few of them out
for dinner. It should be a time to show-
and-tell your undies to news hungry
buyers all chomping at the bit for the
latest trends and designs. There could
be queues of independent retailers and
their buying buddies on jollies all waiting
to see what the lingerie industry has
dreamt up for the new season. Not some
half-interested sales agent dozing off in
the corner wondering whos going to buy
him a drink of Cafe -au Lait at PAUL.
Ive been back a few weeks and
already the lovely ladies at Eurovet are
mithering me to sign up for Salon in
February and, of course, I know Ill cave
eventually, but I do wonder if there isnt a
gap in the market for something new. A
Euro-wide event that is easier to pay for,
that is only focused on us, the people of
pants and bras, and that has the pulling
power of an event like Londons charity
MoonWalk. Whatever the market moves
to in the lingerie trade fair business, it
needs to move there soon. The clock is
denitely ticking and events (that need
not be named) are closing down fast. So
when Im asked which show Im doing
next Ill have to say, dunno, it hasnt been
invented yet. But, when it is, Ill sign up.
What happened to the
lingerie trade show?
JOHN PEARCE,
sales & marketing director, Pli Europe
NEWS REVIEW
Te star of hit TV show Ce-
lebrity Juice, Keith Lemon, has
been spotted visiting swanky
menswear store Norton Barrie
in Wilmslow, Cheshire, where he
purchased a pair of WAXX Lol-
lipop pants.
While in the store, Lemon re-
portedly put the pants, which fea-
ture ladies provocatively licking
lollipops and bananas, over the
top of his trousers and described
them as being bang tidy!
Lemon then joked that he
would wear them like that on his
next episode of Celebrity Juice.
Agent Provocateur has appeared
in a fake lingerie ad in the Novem-
ber issue of W magazine.
Te image, which sees model
Karen Elson pose in lingerie for
an imaginary brand, was part of
a series of similar photos taken
in a spoof ad photoshoot.
Wearing an Agent Provoca-
teur custom suede and
satin lingerie set, Elson is
depicted with fve male
models in submissive
poses. Each of the
nude men sports
reddened bottoms -
courtesy of makeup
artist Pat McGrath
with the intention
to create an image
that was just plain
naughty.
UK Lingerie Awards fnalist
Who Made Your Pants? has
launched a new Buried Treas-
ures Range.
Te frst product to become
available from the new collec-
tion is the Pirate Pink short,
retailing at 10.
Te frst of 300 pairs of Pi-
rate Pink shorts came of the
machines last month, six weeks
after the initial fabric sample
was received at whomadeyour-
pants? Southampton factory.
The Lingerie Collective AW12
event will take place for the 4th
season at Te Music Rooms in
the heart of Londons Mayfair.
From Sunday 15th to Tuesday
17th January, Te Lingerie Col-
lective will be exhibiting a series
of British and international di-
rectional brands, including UK
Lingerie Award nominees and
winners Bordelle, Lascivious,
Made by Niki, Miss Mandalay
and Obey My Demand
Tis season also sees the
return of Damaris & Mimi Holli-
day to the show, and will be the
frst opportunity for visitors to
view the new Black Label by Yes
Master range.
In addition, Te Lingerie
Collective will be welcoming
several brands to the show for
the frst time such as Aubade,
BeingU, Claudette, ID Sarrieri,
HOTmilk, Marika Vera & Pleas-
ure State.
Damaris is celebrating ten
years with a new pop up shop
of Damaris and Mimi Holliday
collections, exclusive to
Brown Tomas for the
Christmas period.
After its pop up in
Selfridges London, Mimi
Holliday is now expand-
ing the concept to the
Irish department store.
Damaris has collabo-
rated with young British
designer, Giles Miller, to
create the pop up shops
design.
11
NEWS REVIEW / FRONT
The ASAs decision to take a rmer
line when it comes to explicit billboard
advertising is not surprising. Theres
been plenty of debate and concern
recently about the early sexualisation
of children these days, which I,
personally, think is valid. Of course we
dont want sexually explicit billboards
located where anyone - especially
children - can see them.
Baci Lingerie is a brand for adults,
and much of our marketing imagery
is unapologetically sexual and
provocative in style. So long as it is
placed in adult-specic environments
- be they physical, in the media or
on-line - thats ne.
Images play an important role in
not only telling a story and selling
product, but also representing our
brand values.
We know that our customers enjoy
sexier and more aspirational imagery
at key periods, such as Valentines
or Christmas, but we take care to
ensure the photography is relevant
and appropriate for the occasion and
audience.
Our Christmas campaign imagery
has just gone onsite, and there is
a real high fashion sensibility and
theme behind the shots, rather than
simply showcasing underwear in a
revealing way.
As a mother, of course I want to
protect my children from overtly
sexual imagery, as any parent would .
However, I am also concerned that
the new guidelines could be over
zealously enforced. I do not feel it is
healthy for children to be exposed to
the darker sides of sexuality. However,
I feel music videos are much more
sexual than many lingerie ads and I
do restrict the videos my daughter
has access to, as most are very
demeaning to women. Some brands
will probably use the guidelines to
their advantage and get their ads
banned to generate more press for
their label.
SARAH PARMENTER
PR,
Baci Lingerie UK
DEE MURREN,
co-founder,
Dirty Pretty Things
CHRISTINA ACKLAM
marketing manager,
figleaves.com
SPEAKERS CORNER
WHAT IS YOUR VIEW ON THE ASA S BAN OF OVERLY
PROVOCATIVE IMAGERY ON BILLBOARD ADVERTISING?
PRETTYPOLLY has announced international singer and
songwriter Jessie J as the new star of the HOUSEOFHOL-
LAND for Pretty Polly AW11 campaign.
The scenes depict Jessie J as a stylish heroine in a series of
comic-strip inspired scenarios, showing o the power of Pretty
Polly statement tights.
Pretty Polly claimed that Jessie J, who has earned herself inter-
national super-stardom in the music industry, was the natural
choice for the groundbreaking fashion campaign for Pretty
Polly.
Jessie J said: I was the front of the queue for legs.
Ever since I started out as a singer, tights have been
my statement. When you put on a pair of tights,
you feel sexy and powerful. I have been wearing
House of Holland for Pretty Polly tights for ages,
there was a point when I almost hadnt realised I
was wearing them every time I left my house!
NEWS FLASH
For more
news visit
www.lingeriein-
sight.com
DIARY DATES
23rd-25th November, Palais de
Festivals, Cannes. Mare di Moda
is a trade faire for lingerie and
beachwear, which is held in
Cannes. It ofers the opportu-
nity for exhibitors and distribu-
tors to come together and re-
ceive information on the latest
fashions.
23rd-25th November, Yiwu Inter-
national Exhibition Centre, Zhe-
jian, PR China. YIWU H&G 2011
is a professional exhibition spe-
cialising in hosiery and seam-
less underwear machinery. Te
event is increasingly becoming a
must-go knitting exhibition for
both local and overseas knitting
manufacture.
15-17th January, The Music
Rooms. The Lingerie Collective
will be putting on a show of
mid to high end lingerie brands,
ranging from UK high fashion
labels through to international
iconic names. Te event, which
will see brands exhibit their
AW12 collections, will continue
at the same venue for the sea-
son.
21-23rd January, Pavilion 1, Porte
de Versailles, Paris. Te Salon
International de la Lingerie is
an international exhibition of
lingerie, nightwear, corsetry,
mens lingerie, hosiery, body,
underwear, terry cloth, swim-
wear, slippers and household
linen. It is a focal point for linge-
rie fashion and the latest trends,
with around 20,000 visitors each
year.
21-23rd January, Porte de Ver-
sailles, Paris. Te Interliere
trade fair seeks to showcase
technique, know-how and
fabric innovation, deciphering
and anticipating tomorrows
fashion trends. No less than 145
exhibitors from several coun-
tries countries will present their
Summer 2013 collections at the
12
FRONT / NEWS REVIEW
1
Tallulah Love lights up
TOWIE lingerie shop launch
2
EXCLUSIVE PICS: TOWIE
lingerie store launch
3
Natalie Bouloux design on X
Factor
4
Playful Promises opens
central London boutique
5
Playtex searches for peace
in war on Channel 4
6
Agent Provocateur appears
in fake lingerie ads
7
Jessie J in House of Holland
for Pretty Polly
8
EXCLUSIVE: Fauve to launch
loungewear for AW12
9
Genie bra taken on by Tesco
and BHS
10
Ann Summers considers
new retail partnerships
MOST READ ONLINE EDITORS CHOICE
GALLERY
Freya at the MOBOs
Booth is visited by likes of Jessie J,
Dionne Bromfeld & Emeli Sande
COLLECTION
Saha 2012 swimwear
Colombian brand seeks ties with luxury
retailers across the UK.
NEWS
Mimi Holliday pops up in
Brown Thomas, Dublin
Brand to open fagship Mimi Holliday store in
September 2012
VIDEO
Armani releases Rihanna
strip teaser
Video clip seeks to drive customers to new
website, Armani.com
Sign the LessBounce online e-petition
to try and get sports bras included with
school PE kits...
@BerleiUK
We are now listed in @Guardian ethical
fashion directory! Yay!
@whomadeyour

nishing off sewing a leopard print
bodysuit for an online customer and
watching Jersey Shore :)
@sugarlesque
On my way to London for a exciting
meeting with @Lulu_Lonsdalesee you
soon hun X
@Alexissmithbras
Sign the LLLL
to try ry an a d g
school PE
@Be @ rleiU UU
We are nooo
fashio ion d n dir rr
@wh @ omaaa
LINGERIE TWEETS
www.lisecharmel.com
ARDEE GROUP
+44 1488657900
GUNNING LTD
+44 1619417403
Insert Lingerie Insight verso bis.indd 1 06/10/2011 14:00:07
LINGERIE INSIGHT ATTEMPTS TO UNCOVER
THE SECRET INGREDIENT THAT HAS MADE
FRENCH DESIGN SO SOUGHT AFTER FOR THE
PAST THREE HUNDRED YEARS.
1
3
2
FRENCH LINGERIE / REPORT
14 LINGERIEINSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk
1
Elle magazine 1965.
Copyright Peter
Knapp, Paris. All
rights reserved
2
Lejaby advert
from the 1950s.
Copyright Lejaby,
All rights reserved
3
Passionata Delight
Perfect push-up bra
set in nude
4
Chantelle advert
from the 1950s.
Copyright
Chantelle. All rights
reserved.
5
Body from Lise
Charmels new
Epure range
Chantelle: Savoir Faire, Fit, French
Allure
Lejaby: Modernity, Elegance,
Details
Lise Charmel: Excellence,
Creativity, Style
Nina Ricci: Parisian Elegance,
Sensual, Romantic
Simone Perele: Elegance, Design,
Comfort
WHAT IS
YOUR DESIGN
ETHOS?
L
ingerie may be global but
the word is French.
Te term comes
from the Old French
lingerie, meaning
linen. Originally introduced into the
English language as a euphemism for
scandalous underclothing, it is now
used almost universally to describe
items of intimate apparel.
And, it is not just the name that has
been exported. French lingerie can
also be found now in stores around
the world.
Responsible for a large part of this
is the organisation Lingerie Francaise,
which represents a series of the
nations best known brands.
Founded in 1950, Lingerie
Francaise has membership of 17
iconic French lingerie brands. Its
object is to promote knowledge of the
countrys lingerie both in France and
internationally, combining tradition
and modernity, craftsmanship and
creativity, history and innovation.
Tradition still plays a signifcant
role in modern French lingerie
design. Te current collections of
lingerie brands such as Aubade or
Lise Charmel refect this retro theme,
incorporating vintage lines, high-
waisted briefs and sculpting shapes
that work perfectly beneath a pencil
skirt, high-waisted trousers, twin sets
and cardigans.
And, centuries after the end of 19th
century, Chantelles latest collection
still utilises the brands corset-making
expertise, refected in hand-sewn
details, small stitch needlework and
special embroidery techniques.
One of Lingerie Francaises
priorities over the next year will be the
organisation of a lingerie exhibition.
Te exhibition will run during 2012
in four diferent cities: London, Paris,
Dubai and Shanghai.
It will takes a look back over
one century of French lingerie and
examine brands history, beginning
with the frst corsets in stretch fabrics
created at the end of the nineteenth
century, the bras and split slip dresses
of 1920s and the frst satin bras and
lycra bras of the 1950s, and fnishing
with the moulded bras and shapewear
of the twenty frst century.
French lingerie is, after all, not all
about tradition. Many French lingerie
brands are now following the latest
trends within the fashion world.
Microfbres have recently confrmed
their presence and active, sports lingerie
has made it to the mass market. Te
second skin efect has emerged in the
sector, as displayed through seamless,
invisible bras with moulded cups and
almost-transparent bandeaus.
Lingerie Francaise ambassador
Ulyana Sukach says: I am deeply
convinced that in the next fve years
we will speak about intelligent
lingerie. Even now, among the last
innovations of Chantelle, you can fnd
Memory Form fabrics which enhance
the ftting and the Spacer concept
which makes the skin breath.
And these are not the only changes
to have taken place. According to
Lingerie Francaise, there have been a
series of new oferings coming from
French brands over the past fve years.
In 2007, Simone Prle created new
brand Implicite, targeted at young,
executive women looking for sexy and
confdent lingerie. Lise Charmel has
also just given birth to a brand, Epure,
which combines pure and light design
with high technology products.
Lise Charmel group sales manager
Xavier Laurette says: French lingerie
is based on tradition and creation at
the same time. Tradition, because in
the French culture, lingerie should be
very seductive and feminine, and
should have exceptional
quality. And
creation,
because
France is the
haute couture
country, always working
on new designs, materials
and colours.
French brand
Princesse tam.tam has
made big waves in the
market recently with
its new fashion lingerie
concept. And, following
in the footsteps of Natalia
Vodianova and Elle
MacPherson, Bar Refaeli
is about to be the third
international top model to
4
5
15
REPORT / FRENCH LINGERIE
go into fashion lingerie design. She
has already created her frst Capsule
collection for Passionata, which will
be available in 2012.
Running alongside its best
selling ranges, the brands SS12
collection will present two
new lines to consumers, So
Pretty and Charm.
So Pretty is a very
visual line with the
combination of lace
and satin ribbon
creating a two
tone efect. It
comes in milk,
bronze and a
pumpkin colour.
Charm is the
seasons more
ostentatious
line, with its
ornate foral
print in Jaipur
and Blossom.
in mind. Its the perfect mix of
corsetry savoir-faire and French
Allure. Te result is that Chantelle
women have that feeling of being chic
and feeling confdent at all times.
And, for some reason, a woman
wearing French lingerie will always
feel more confdent.
Lejaby brand manager Helen
Masson also believes that the
importance of French lingerie lies
beyond simply its function. She says:
For French women, lingerie is not
only a functional need, but also a way
to express their personality.
For its SS12 collection, Lejaby has
drawn inspiration from nature for
all of its styles, with both the colours
used in the collection, as well as the
choice of prints.
Trough the colours, materials
and graphics in the SS12 collection,
theres a light fresh breeze felt
throughout the new season range,
Masson adds.
Modernity will be the key word
for AW12. In refection of this, next
year, Lejaby will be introducing a
new team to focus on technical and
creative innovation.
With the standard of technical
and design experience in the French
lingerie sector, the competition to
Antigel
Antinea
Aubade
Barbara
Chantelle
Gerbe
Empreinte
Eprise
Implicite
Le chat
Lejaby
Lise Charmel
Lou
Passionata
Princesse tam.tam
Rosy
Simone Perele
LINGERIE
FRANCAISE
BRANDS
Through the colours, materials
and graphics in the SS12 collection,
theres a light fresh breeze felt
throughout the new season range.
6
Soft, ultra fne microfbre is used
to ensure easy wearability and is
combined with contrasting tulle and
lace. Finishing touches include little
satin bows and personalised Made
with Passion straps.
Passionatas sister brand Chantelle
will also be kept busy for 2012,
during which it will be developing
its new Chantelle Training Academy,
launched this year.
In addition, it will focus on
developing its new Chantelle
Shapewear category. Te brand has
reportedly received great feedback
on its Basic Shaping and Sexy
Shaping pieces and is keen to expand
the line.
Chantelle managing director
Mary Cameron says: Te UK is
a well developed market and we
are a leading French brand in the
UK... Every Chantelle piece is made
in respect to tradition, yet with
modernity, creativity and innovation
7
6
Simone Perele
Aura bra
7
Purple bra from
Lise Charmels new
Epure range
FRENCH LINGERIE / REPORT
THE
FAMOUS
WORLD
OF INTIMATES
2
1
2
2
2
3
-
0
1
2
0
1
2
www.lingerie-paris.com
PARIS EXPO - PORTE DE VERSAILLES - HALL 1
Contact: T. +44 208 216 3100 - F. +44 208 447 1146 | enquiries@promosalons.co.uk
Did you know, Lingerie Insight magazine is delivered
free of charge to 5,000 qualified professionals in the
UK lingerie industry?
What do they know that you dont?
For marketing opportunities, please contact:
ANDREW MARTYNIUK
T 07760 996205 E andrew.martyniuk@itp.com
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaatttttttttttttttttttttttttttttttttttttttt dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddoooooooooooooooooooooooooooooooooooooooooooo ttttttttttttttttttttthhhhhhhhhhhhhhhhhhhhhhhhhhheeeeeeeeeeeeeeeeeeeeeyyyyyyyyyyyyyyyyyyyyyy kkkkkkkkkkkkkkkkkkkkkkkkknnnnnnnnnnnnnnnnnnnnnoooooooooooooooooooooowwwwwwwwwwwwwwwwwwwwwwwwww ttttttttttttttttttttttthhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhaaaaaaaaaaaaaaaaaaaaaaaaatttttttttttttttttttttttt yyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooouuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuu ddddddddddddddddddddddddddddddddddddddoooooooooooooooooooooooooooooooooooonnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnntttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????
If you are involved in the UK lingerie industry,
you can get your own personal copy of Lingerie Insight
by subscribing online at www.lingerieinsight.com
8
Catalogue page
from department
store Samaritaine
in 1905. Copyright
Collection Sirot-
Angel, Paris. All
rights reserved
9
Top and brief set
in yellow from Lise
Charmels new
Epure range
create a truly intelligent product
is ferce.
For 2012, Nina Ricci brand
manager Sophie Cardon believes
there will be a huge progression in
the use of technical fabrics, bringing
comfort and modernity to styles.
During the year, the brand will be
proposing a one shot exclusive line
for Nina Ricci and, for AW12, a new
range will combine strong Nina Ricci
colourways with graphic embroidery.
Cardon says: Focus will remain
on the Nina Ricci ready to wear spirit
by using visual prints, elaborated
textures and strong colours, which
together are keys to our positioning
in luxury lingerie.
Luxury lingerie brand Simone
Perele is also continually
experimenting with new materials
and innovative fabrics to enhance
both the quality and feel of its lingerie.
Simone Perele UK managing
director Carol Launchbury says:
We want to continue pushing
the boundaries, as seen in our
Caressence line, and this is the way
forward. Our philosophy is
about designing beautiful
lingerie without sacrifcing
great ft or comfort.
For SS12, Simone Perele
is aiming to introduce
innovative designs within
fve new lines: Trocadero,
Pompadour, Opera,
Divin and Celeste. Te
collections come in
plush blues, reds and
greens, alongside softer
nudes and whites.
Te business is
currently expanding
and the aim for next year
is to focus on various
new growth initiatives.
According to the brand,
increased support from
the UK media has
led to a series of new
stockists. It is now
stocked in independent
stores across the UK
and in department stores
such as Harrods, where it
launched just two months ago.
Simone Perele plans to continue
growing its presence in the UK, with
more regional department stores. It
also aims to support all its stockists
through strong editorial and third
party link-ups.
With 2.48 billion Euros worth
of sales in 2010, the UK market is
reportedly the second biggest lingerie
market in Europe after France.
According to Lingerie Francaise,
English women spend about 90 Euros
per year on lingerie articles.
Sukach says: Our main mission in
the UK market is to educate English
women about the right sizing of
lingerie (8 women out of 10 do not
wear a good sized bra), suitable fit
for each kind of breast, and of course
about the seduction and comfort!
As Hubert Lafont, the Managing
Director of Barbara says, your shoes
dictate the way you walk. Your
lingerie determines what kind of
woman you are.
Te UK market continues to
be dominated by local brands
such as Marks & Spencer, which
occupies a 27.4 percent market
share. Competition is also
extremely high in the low
and medium grade lingerie
segment, which is occupied
by discount retailers,
supermarkets and chain
stores.
Yet, Lingerie Francaise
believes there is still room
in the high-end lingerie
segment for growth of
French lingerie brands,
which the organisation
considers provide a
unique take on the sector.
Sukach says: Te frst
and essential ingredient
is the historical art of
lingerie. A chic, free spirit,
Parisian elegance and that
inexplicable French touch
continue troubling the
world by a random gesture,
an attitude, a glance, a so
French je ne sais quoi
and we will jealously keep
this secret for a long time
to come.
8
9
19
REPORT / FRENCH LINGERIE
THANK YOU FOR CELEBRATING OUR YEAR ANNIVERSARY WITH US. TO MARK THE
OCCASION, WE HAVE PRINTED A SELECTION OF YOUR BIRTHDAY WISHES AND
COMMENTS BELOW.
HAPPY BIRTHDAY / SHOWCASE
THANK YOU FOR CELEBRATING OUR YEAR ANNIVERSARY WITH US.
TO MARK THE OCCASION, WE HAVE PRINTED A SELECTION OF YOUR
BIRTHDAY WISHES AND COMMENTS BELOW.
AVE PRINTED A SELECTION OF YOUR
ND COMMENTS BELOW.
Lingerie Insight is one of the leading
industry sources for lingerie businesses.
Highlighting key innovations and industry
news, Lingerie Insight is invaluable for
those working across this sector, delivering
the latest news stories before anyone
else! Uniting lingerie retailers across the
world, keep up the good work! Happy
Birthday Lingerie Insight!
Sarah Hawkins
PR & Marketing Director, La Senza
Winners of UK Lingerie Awards 2011 Best
Marketing Campaign of the Year
mp
g
SHOWCASE / HAPPY BIRTHDAY
21 www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT
Happy Birthday Lingerie Insight!!
Thank you for all your hard work
over the past year in raising the
profile of the world of lingerie
and swimwear. Kat and Andrews
endless energy has given the
industry a fresh revamp and helped
to boost us all into the 21st Century.
It has been such a pleasure working
with you both and congratulations
on having such a successful first
year. Heres to many more
Sophia x
SOPHIA PIZZEY
UK Sales & Press Agent
T:07979 435 480
E:hello@sophiapizzey.com
d
y.
g
SOPHIA A PIZZ
&
Press AAggent
H
appy Birthday Lingerie Insight!
First i w
ould like to say Thank
You for introducing m
e to the U
K

Lingerie W
orld.
You have open your doors and
show
ed w
hat is the D
efinition of
Lingerie in your m
agazines.
A
ll the w
ay from
the U
nited States ,
H
appy Birthday Lingerie Insight,-- H
ugs &
K
isses
4eva m
ore
wwwlingerieinsight com / NOVEMBER 2011 / LINGERIEIN
ht!
One of the guys in Te
Sun actually described
me as being a prude, says
new Ann Summers managing director
Vanessa Gold in horrifed tones.
Te ofensive comment was made in
the aftermath of Golds appearance on
Undercover Boss, a Channel 4 program
that aired in July, 2011, on Channel 4.
Te program marked the beginning
of a particularly busy season for Ann
Summers which, last month, celebrated
its frst ever pop up shop for Halloween
in Selfridges and launched a new store
in the Westfeld Stratford Mall.
Yet, for Gold, the program was
signifcant for an entirely diferent
reason. Te documentary, which
saw her don a wig and spectacles
and investigate her family
companys stores incognito, was the
frst taste of celebrity for the media
shy businesswoman. And, Te Sun
journalists comments left her in a state
of shock.
I actually tweeted him saying I
cannot believe you thought I was a
prude, Gold goes on to reveal. I was
mortifed that people would actually
believe that this was the person that I
am.
I am on Twitter and you can start
seeing these tweets coming through
saying oh, my God, you are so nervous.
I never realised Vanessa was such a
nervous person.
Im thinking, Im really not nervous.
I wanted to go out there, put an advert
out in the paper saying really, I wasnt
nervous, it was my poor acting.
Gold was chosen for the show
after the makers of Undercover Boss
decided that her sister Jacqueline, the
chief executive and public face of the
ANN SUMMERS MANAGING DIRECTOR VANESSA GOLD TALKS
EXCLUSIVELY TO KAT SLOWE ABOUT HER NEW ROLE AND
THE BIG CHANGES THAT SHE WILL BE IMPLEMENTING IN THE
COMPANY OVER THE NEXT FEW YEARS.
ANN SUMMERS EXCLUSIVE / INTERVIEW
new A
Vanes
Te
the af
Unde
that a
Te p
of a p
Summ
its frs
in Sel
in t
s
r
sa
an
co
frs
ANN
EXC
THE
COM
1
Ann Summers pop
up in Selfridges
2
Mannequin at
the retailer' s new
Westeld, Stratford,
store
1
2
22
Ann Summers brand, was too easily
recognisable.
When she frst opened the e-mail
from the companys PR agency, PHA
Media, Gold was still deputy managing
director of the company and instantly
assumed that it was meant for her
big sister. She forwarded the e-mail
to her and was very surprised to read
Jacquelines rapid response.
I got this e-mail straight back
saying, no, darling, it is for you, Gold
says. And, before I know it, Im sitting
in a wig and glasses.
I would never do it again... Not
many people unless you are Katie
Price or Peter Andre are used to
having a camera literally sitting on
their shoulder the whole time.
You are taken away from
everything you know to be put
into a bedsit up in Blackburn or
Reading. You are not allowed to
wear a wedding ring. You have
to wear a wig. You have to wear
fat shoes and drab clothes and
you are then stuck with a sound
man, a camera man and told
to go and look natural.
It was an impossible
situation. And then, in
your ear, you have got the
director saying
to you, stop
sounding like
you know
what you are doing. Just look like you
dont know what you are doing. Look
nervous.
Gold discovered that she was being
promoted a month after the show was
aired. As deputy MD, she had been
responsible for buying, merchandising
and logistics, and a lot of her time was
taken up working over these
three areas.
It was a big shift in focus for
Gold, who had to learn rapidly
about new areas of the business,
but she revelled in the new
responsibilities and challenges
inherent in the role.
I did feel information
overload for the frst couple of
months, she says, trying to
take it all in and trying to work
out what information I had to
retain and what information I
could dispose of.
It has been a really
exciting time and
that challenge
of getting under
the skin of the three sales channels has
been really, really interesting.
And Gold has not had a lot of time to
stand still and become adjusted to her
new role. Her move comes at a time of
signifcant transition for Ann Summers,
which is currently in the early stages of
a three year plan to secure its future in a
rapidly shifting market place.
One aspect of this plan is the re-vamp
of the companys website, which Gold
admits has failed to keep up with the
rapid developments in online retail.
I have to be honest with you, our
website is actually quite rigid, she says.
Tere are things that we want to do
and the computer keeps saying no.
Te new website, which will go live
this month, aims to provide increased
fexibility and greater ease of navigation
for consumers.
It will be able to both recommend
products and remember visitors on
their return to the site. New features
include the ability to zoom in on
products and to view them from a
variety of diferent angles.
You are taken away from
everything you know to be put into
a bedsit up in Blackburn or Reading.
You are not allowed to wear a
wedding ring."
3
Ann Summers MD
Vanessa Gold and
swimwear designer
Lizzie Cundy
4
Mannequin
wearing Ann
Summers prouct
at the Westeld,
Stratford, store
5
Ann Summers'
bunny centrepiece
at the new outlet
3 4
5
23
INTERVIEW / ANN SUMMERS EXCLUSIVE
But, as exciting as the new website
and the recent launch of the Ann
Summers new look Stratford store
are the latter of which could lead to a
refurbishment of the companys entire
retail chain Golds greatest pleasure
stems from a project that has come
about solely through her own eforts.
Before Undercover Boss, the concept
of a new business stream was not
something that Ann Summers had
seriously considered. However, after
the program brought the company into
the forefront of the public awareness,
Ann Summers reportedly received
considerable interest from several
people on how it could take the business
forward. It was this new interest that
led to the Halloween pop up that
launched in Selfridges in October.
Funny enough, I was in Selfridges
the other day and the woman from
Selfridges said to me, what do you think
of it? Gold says. Im standing looking
at it and thinking, wow, for the frst time
ever Ann Summers is sitting in frst of
all an iconic store, but somewhere that
we are not responsible for. Its not our
own store, it is not our own internet and
it is not our own party plan. I was so
proud to see our brand sitting amongst
Agent Provocateur, Myla, La Perla, and
there we were, right in the middle. Its
fabulous.
Its a level of fabulous that Gold is
determined to maintain. Despite a new
business stream not being part of the
retailers original strategy for the next
three years, she is now committed to
exploring the concept further.
Gold is currently investigating
potential retail partners and is
convinced of the profts to be made
from exploiting external retail channels.
It is obviously a long project,
she says. But to be able to say that
is something that I did would be
wonderful.
We have shoehorned new business
streams into our strategy, so we can
start really doing the investigations
over the next few months and, as we go
into next year, we can then start saying,
right, what will that look like?
Te focus is very much around how
to get the most out of retail, internet
and party plan, but the fourth arm to
that now is, okay, where else could we
6
24
In your opinion, has the Stratford launch been a success?
Im delighted with the launch. This has been two years coming for
this store. We are really excited about it because it is such a move on
for Ann Summers and hopefully everyone will be really impressed
and see how different it is.
What has been the response to your Selfridges pop up?
We did the first pop up as part of the Halloween offer, so obviously
with the hot weather we have just had it has not quite got into the
spirit of Halloween. But, Selfridges love the pop up. They love having
us there and it is quite surreal actually seeing Ann Summers in
Selfridges. It is fantastic. It is perfect for us.
What are your thoughts on forming new retail partnerships?
It is about finding the right brand fit and we have obviously got a
criteria. Since we did Undercover Boss and since we did the piece in
Retail Week, we have received a lot of interest from third parties.
With other potential partnerships, it is just about making sure we pick
the right ones and Selfridges was an obvious one that we just wanted
to make sure that we got into as quickly as possible.
It looks great and we are so different to anything else on the third floor.
It feels like Ann Summers should absolutely be there.
JACQUELINE GOLD TALKS TO
LINGERIE INSIGHT AT THE
LAUNCH OF THE NEW ANN
SUMMERS STORE IN WESTFIELD
STRATFORD SHOPPING CENTRE
imagine marrying our brand up with?
Tats hugely exciting.
Te business stream could be the
vital factor that tips the scales in favour
of success or failure over the next few
years. With an infux of new intimate
apparel retailers entering into the UK
high street, the market is becoming
increasingly competitive.
In 2012, fresh names such as Boux
Avenue, Baci Lingerie and Victorias
Secret will all be competing for
market share in uncertain economic
conditions. However, Gold does not
seem overly concerned.
It is certainly going to be a crowded
market, she says. When you have got
the likes of Boux Avenue, La Senza,
Victorias Secret, Baci Lingerie, it is
going to be crowded. But, I have to say,
if I was going to be any one of those
retailers, I would want to be Ann
Summers, because at least we have a
diferent product proposition.
I mean, La Senza and Boux Avenue
beautiful shops, but they look exactly
the same. I think our product mix
makes us very unique and, therefore, I
think we have a fghting chance to be
ofering the sexiest product. I have to
be honest... I am going to be keeping a
close eye on it, but I am not concerned.
And, it helps that Gold has the
support of her family. Tough family
businesses are notorious for in-fghting
and often costly disputes, Gold insists
convincingly - that the relationship
with her sister and her father, Ann
Summers shareholder and West Ham
chairman David Gold, is extremely
strong.
My father David, Jacqueline and
myself absolutely adore each other, she
says. I know that probably sounds a bit
of a clich, but we do.
Tough David is currently focussed
on West Ham with the football season
in full swing, Jacqueline and Gold
continue to work very closely together
at the Ann Summers head of ce in
Croydon. Te family also makes an
efort to regularly meet up, once a
week, for dinner.
We have done that for hundreds of
years, Gold says. Jacqueline and I are
the best of friends and our husbands
are actually best of friends, as well.
So, it just works. We know that we are
6
Ann Summers
chief executive
Jacqueline Gold
and The Apprentice
2008 nalist Claire
Young
7
Former Hollyoaks
actress and Strictly
Come Dancing
contestant Ali
Bastian at the
Westeld, Stratford,
store launch
8
TOWIE twins Dino
and Georgio at the
Westeld, Stratford,
store launch
7 8
really lucky.
Both my father and my sister
Jacqueline are brilliant... I think they
are both in their own way fantastic
ambassadors for this business. I have
never had any interest in being in the
spotlight... We all have very diferent
roles and I think that is probably one
of the reasons why there is no jealousy
there.
I think this only the second
interview I have ever done, so I hope I
am doing okay.
25
INTERVIEW / ANN SUMMERS EXCLUSIVE
n WIDE-SET STRAPS
o HALTER-NECK
p NARROW PLUNGE
Catwalk Solutions
NEARLY ALL WOMEN HAVE A STRAPLESS BRA HIDDEN AWAY IN
THEIR WARDROBE, BUT AS OUTERWEAR CONTINUES TO BECOME
INCREASINGLY CHALLENGING, SURELY INTIMATE APPAREL MUST
FOLLOW SUIT? WE PRESENT YOU WITH SOLUTIONS TO A FEW OF
THE STYLES THAT GRACED LONDON FASHION WEEK FOR SS12.
CATWALK SOLUTIONS / SHOWCASE
r COLLAR
LA SENZA PR AND
MARKETING DIRECTOR
SARAH HAWKINS DESCRIBES
WHY SOLUTION PRODUCTS
ARE SO IMPORTANT IN
TODAYS MARKET.
Bra solutions are a necessity throughout the
year but even more so in the coming months to
Christmas. La Senza has the most extensive bra
solutions range on the high street, catering for all
dress dilemmas, whether our customers want to
wear a backless, strapless or even a one shoulder
dress. The collection offers a bra solution for
every outfit, whether our customer wants support,
comfort, the most unimaginable bra or the ultimate
cleavage and, now we have a range of shapewear,
we are a one stop shop for any party or occasion.
Bra solutions are becoming increasingly popular across
the current market due to the ever changing fashion
trends. Customers are buying into more structured and
fitted dresses and in doing so need to buy the correct
bra solution to wear with these dresses. It might be
fashionable to wear a one shoulder backless dress, but if
you havent got the correct bra to wear with it you could
have a bra dilemma on your hands. Celebrity and TV
influences are key in the market growth of bra solutions.
With programmes like BBC1s Strictly Come Dancing,
both celebrity and professional dancers need not only
the ultimate support to complete the dance routines
but they need the correct bra solution to wear with the
gorgeous dresses. La Senza is focused on catering to our
customers every needs. Ss the fashion trends change,
we change with them to adapt and create bra solutions
that the market needs.
1
Alice Temperley
dress & Le soutien-
gorge corset et La
culotte by Maison
close
2
Osman trouser suit
& Ultimo halter
Plunge

3
Boux Avenue Sexy
Plunge U & Mark
Fast nude dress
4
Fashion Fringe
backless gown & La
Senza Adhesive bra
5
Alice Temperley
blouse and shorts
& le harness and le
string by Maison
Close

6
Peter Pilotto dress
& Wonderbra Multi-
plunge in black
q BACKLESS
s CROSS-OVER FRONT
SHOWCASE / CATWALK SOLUTIONS
1
Veronique
underwired padded
half cup bra and
high waisted brief
I guess all year round is busy
for us in terms of development of
product, Lewis says. We are pretty
much fnalising AW12. We were in
the fnal throes of swim yesterday
and we will sign of lingerie on
Tuesday, next week.
It just feels like one season rolls
into another. It feels like we have only
just done Moda, like it has only just
happened, doesnt it?
For AW11, Eveden will pushing
the boat out further with Freya with
a series of directional prints. It also
has a new lace collection coming
through, which will be available up to
a K cup, and a new, sexier shape that
will go up to an F or FF cup.
It will be a sexier shape for large
sizes, sheer, something that is maybe
a little bit more half cup cutaway,
Lewis elaborates. We are always
trying to push it with Freya.
Te brand is currently looking
to build on the success of its new
longline bra, Neive. It will continue
to ofer something that is a little bit
diferent to the classic bra shape and
will incorporate moulding, which has
proven successful in other styles.
Shapewear is also an option.
Eveden currently ofers shapewear
through its Fantasie and Elomi
brands, but wants to introduce some
more fashionable, sculpting pieces
into the Freya line and some more
stylish pieces into Fantasies current
shapewear selection.
At the moment, Lewis says, we
have got probably more functional
shapewear in Fantasie and we are
looking at making that a lot more
EVEDEN CHIEF EXECUTIVE TRACY
LEWIS TALKS TO KAT SLOWE ABOUT
AW12 PRODUCT, BUSINESS EXPANSION
IN CHINA AND THE MIDDLE EAST, AND
THE RECENT CLOSURE OF TWO OF
THE COMPANYS UK LEIA STORES.
LINGERIEINSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk 28
1
EVEDEN / INTERVIEW
LOST IN
I was working at Marks &
Spencer when I met Tony,
our chairman, Eveden chief executive
Tracy Lewis says. I was head of sales
and marketing for childrenswear.
Even up to the early 2000s, I
never imagined I would be doing a
job like this, because I was a retailer.
I was in retail, so why would I be in
wholesale? But, I wear bras... I think it
was a case of well, why not?
Te business has grown
signifcantly since Lewis took over in
2003, at which point it ofered only
Fantasie and Freya, and Rigby &
Peller under license.
Since then, it has added Goddess,
Elomi, Fauve and Huit to its brand
portfolio, all for which it is has a clear
strategy in place to develop over the
coming years.
2
Lyla plunge
balcony bra and
thong
3
Coco Powder Pu
padded half cup bra
and thong
4
Claudine Meadow
bra nd brief
5
Deco moulded
plunge bra and brief
stylish and putting it into the more
special groups within Fantasie,
putting pieces in there that are very
wearable pieces, but at the same time
really beautiful pieces of shapewear.
Luxury brand Fauve has not been
ignored for the season. In fact, some
of the most exciting additions are
being made to the Fauve product line.
For AW12, Fauve will be
introducing a new group of
loungewear. Te new collection
will include a negligee, camisole
and lounge pant. Te pieces will be
available in two colours, black and
another rich shade, which is yet to
be decided.
Te products, featuring Guipure
embroidery, have been described as
really luxurious and in keeping with
the Fauve branding.
I
2
3
4 5
Describing the inspiration for the
new launch, Lewis says: We have
already got Freya Lounge. Tat is a
really small category for us, but it is
an interesting category, which we are
looking at developing for Autumn
Winter... We do have the odd chemise
in the Fauve collection and we have a
corset, and we sell those pieces quite
well, because they are not hugely
expensive in comparison to a lot of
other product that is out there.
A lot of the customers who are
selling Fauve were saying to us, we
want to show this as a whole capsule
collection of really gorgeous product
and what you are missing is a little
bit of loungewear, so we are going to
try it.
Te new Fauve loungewear
group will be targeted primarily at
European market and high end UK
stores, including Selfridges, Harvey
Nichols and Harrods.
It just feels like one season
rolls into another. It feels like
we have only just done Moda,
like it has only just happened,
doesnt it?
INTERVIEW / EVEDEN
It is not only through its product
ranges that Eveden is looking to
develop its ofering. Last month,
it announced the launch of a new
website, www.freyalingerie.com,
which is home to all the lingerie
brands latest collections, product
news and social media content.
Te site showcases the entire
Freyas range, across the lingerie,
swimwear, loungewear and
sportswear sectors.
Te diferent sections are clearly
categorised across the Freya
homepage, allowing users to view
current, essential and up and coming
products. Fans can search for a
specifc colour, size and style or can
look at recommended products.
Te Freya Advice section ofers
fans a host of video demonstrations
and professional bra ftting advice,
including the Holy Fit campaign,
6
Eveden chief
executive Tracy
Lewis
7
Caitlyn Peacock
side support bra
and brief
Obviously, the rental market
in the UK is just ridiculous in
comparison to anywhere else
in the world and it just became
prohibitive.
the Bra Doctor service and guidance
about bra styles to suit their shape.
Freya World is a dedicated section
for users who want to learn and get
more involved with all things Freya.
Users can view Freyas blog Fitting
Talk and see what each of the Freya
bloggers have been up to. Freya World
also gives fans the chance to be the
frst to know about competitions
and giveaways. with a live stream of
Freyas Facebook and Twitter posts.
Freyas Spotify channel, Freya FM,
provides users with on demand music
choices, enabling visitors to tune into
Freyas favourite songs, such as Bruno
Mars, Rhianna and Katy Perry.
Lewis says: We dont let the grass
grow under our feet. Te team have
done an amazing job on this. It looks
absolutely incredible.
We have got a branded site,
obviously, for all of our brands, but
we very much feel that we need to
keep re-inventing them, to keep
making sure that they are in tune
with our target consumer and how
she wants to interact with us... We
want it to feel as though you are
immersed into Freyas world
Eveden also has plans to launch
a new website for fuller cup brand
Elomi in the second half of the fscal
year, which covers January to the end
of June, 2012.
Yet, Evedens online presence,
which is continuing to grow, is
only one of Evedens several retail
channels.
Currently operating in 45
countries, there are still areas
around the world where Eveden is
determined to expand its presence.
Te group doesnt, at the moment,
do a huge amount of business in
the Far East, a circumstance that is
largely driven by the fact it is mainly
owns larger cup, fuller fgure brands.
However, new brand Huit has
enabled Eveden to reach out to a
slightly diferent type of customer.
Te company now does some
business in Hong Kong, China, and is
developing other markets within the
region, including Taiwan and Korea.
6 7
30
EVEDEN / INTERVIEW
Eucalan
Viridian Distribution Ltd
Tel: 0117 300 5244
Email: viridianltd@gmail.com Web: www.viridianyarn.com
3 fragrances, Lavender, Eucalyptus, Grapefruit and
also an unscented.
Made using essential oils and a touch of Lanolin to
condition.
Grapefruit is a natural disinfectectant/antiseptic,
Eucalyptus and Lavender are natural moth
inhibitors.
The no rinse delicate washing liquid that is
ideal for lingerie
It is just about getting in with the right distributor or the right
retailer, Lewis says, and testing the water.
Because, they love the look of the brand. Tey love the look and
identity of Huit. Sometimes it can be around price and the fact
that small sized product can be quite easy to come by in some of
those markets. And, also, I think certainly with the Chinese market
obviously, an incredibly cash rich market it has very much
been about labels and show. It is all about the outside rather than
necessarily the inside.
Te Middle East is another region in which Eveden perceives an
opportunity to develop and it is now actively looking at how it can
expand in some of those markets going forward.
Eveden does operate a number of its own retail outlets under the
Leia name. Unfortunately, it was forced to close two of its fve stores
in the UK, this year, in Richmond and Liverpool, due to the high cost
of renting the premises.
We have now got three, Lewis says. Where we got to with the
other two stores was just that the locations just didnt work in terms
of the rents. Obviously, the rental market in the UK is just ridiculous
in comparison to anywhere else in the world and it just became
prohibitive in terms of where we could take the business to.
And, although it was very, very sad for the staf and for the
customers we have had a huge amount of customer reaction in
Richmond at the end of the day you just have to do what is right for
the business, particularly in this climate.
Te remaining three Leia stores in York, Cardif and Bluewater are
reportedly all performing well and are not in threat of closure.
Te current stores are staying and the website is growing, Lewis
says. It is really important that we have got that presence in our
home market and we have learnt a lot.
Lewis has a clear focus on what she wants to achieve with the
business over the next fve years and she is determined to establish
8
Savanna Pink Haze
side support plunge
and brief
full fgure lingerie as a respected category
throughout the world.
I feel the Americans have got it, she says. I
think they totally understand it. Tey have got
Wacoal. Tey have got Elomi. You know, they
get it and I really hope that we can get everyone
else on board with that.
I hope that we can get the UK and Europe
on board with it. Te Europeans are coming.
I have to say they are. I think we have a bit of
work to do here because they dont understand
it.
On the product side, Lewis wants to
continue focussing on the groups current
brands, developing Freya into a lifestyle
label, expanding Fauves presence in the
international market and continuing to
nurture new purchase Huit.
However, she does not rule out taking on new
names in the future.
Who knows? she says. We never say no.
We have plenty of space outside of the building
in Desborough, because actually the signs of
the brands are quite spread out now, so I keep
saying to Ann-Marie, there is room for more.
And, she is like oh no.
8
31
INTERVIEW / EVEDEN
DECADE OF MAN / OPINION
1 & 2
Models wear Aware
Soho branded
briefs and trunks
When Aware opened
the frst ever mens
underwear shop
in London ten years ago, mens
underwear was a commodity that
women would buy their partners in
packs of fve. All that was available
then was identical white underwear
and baggy boxer shorts under
diferent brand names and the
market was dominated by three
major brands.
Ten years on and few guys will
now let anyone else buy their
precious trunks for them. Mens
underwear has become one of the
fastest growing sectors in the fashion
industry; new brands are springing
up everywhere from Australia to
Columbia, the UK, Spain and Brazil.
Teir creativity goes far beyond
that of giants such as Calvin Klein,
M&S or Sloggi as smaller brands can
experiment with new fabrics, new
colours, new shapes and even new
packaging without undermining
their existing customer base.
Brands such as Aussiebum, Aware,
James Tudor, Andrew Christian, XTG,
etc. were all born in the 21st century
and unlike big designer brands whose
focus is on their main collection and
WHEN THE FIRST DEDICATED MENS UNDERWEAR
STORE, AWARE SOHO, OPENED ITS DOORS
A DECADE AGO, THE SECTOR WAS A VERY
DIFFERENT PLACE THAN IT IS TODAY. FOUNDER
OLIVIER GAZAY GIVES US AN EXCLUSIVE
GLIMPSE INTO HOW MENS UNDERWEAR HAS
CHANGED OVER THE PAST 10 YEARS.
MAN
DECADE
OF
ware opened
ever mens
ear shop
ago, mens
mmodity that
heir partners in
t was available
hite underwear
rts under
es and the
ted by three
few guys will
buy their
hem. Mens
me one of the
ors in the fashion
s are springing
Australia to
pain and Brazil.
far beyond
s Calvin Klein,
aller brands can
w fabrics, new
and even new
undermining
mer base.
ussiebum, Aware,
w Christian, XTG,
the 21st century
ner brands whose
n collection and
T DEDICATED MENS UNDERWEAR
SOHO, OPENED ITS DOORS
THE SECTOR WAS A VERY
E THAN IT IS TODAY. FOUNDER
Y GIVES US AN EXCLUSIVE
OW MENS UNDERWEAR HAS
THE PAST 10 YEARS.
NOVEMBER 2011 / www.lingerieins ssssssssssssssssssssssssssssssssig ig ig ggh gh gh hhh gh iiiig ig ig ggh hhh iggh hh ig ig ig ig gh ghh gh gh ggh g i t. t.c t.c t.c t.c cc t.c tt.c .c t.c ttt. tt o.u o.u o.u u o.u o.u oo.u ukkkkkkkkkkkkk
1
not so much underwear; they are
proper underwear specialists who
want to bring excitement and fun
to every British mans underwear
drawer.
Over the last 10 years, British men
have become more aware of their
body and their appearance and,
with society promoting a healthier
lifestyle, men now pay more attention
not only to their clothes, but also to
what goes underneath them. One
place where underwear gets seen
is the gym and whatever they may
say, men do check each other out
in the changing rooms and they
will defnitely notice a nice pair of
underwear on another guy. Tis kind
of emulation at the gym flters out
to the rest of society through mens
magazines. Tere is not a single
month that goes by without one of
the major mags featuring the latest
trends in mens underwear.
In 2000, the fashion was still
very much baggy boxers, whereas
nowadays there is a greater variety
of shapes, some of which are much
more fgure-enhancing, such as
briefs, shorties and trunks. With
the increasing interest in sports,
jockstraps are also making a
surprising comeback.
Te frst noticeable evolution in
mens underwear over the last ten
years is in its colour. When Calvin
Klein revolutionised the world back in
1982, it was with a pair of white cotton
briefs. Colour was only for boxer
shorts then. Tose came in all sorts
of tartan patterns and stripes, but
coloured briefs? No way! How things
have changed. Nowadays, even though
white is still the best selling colour
for any underwear brand, seasonal
colours have made a breakthrough in
the last fve years, from candy pink to
deep purple, lagoon blue to sunshine
yellow, army green and vintage
orange, every shade in the Pantone
reference book is now a potential
colour in any mans underwear
drawer. Daring colour combinations
are also bringing a lot of fun to what
was an all-white world only ten years
ago.
We sit for hours deciding on
colours, says Aware head designer
2
OPINION / DECADE OF MAN
www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT 33
34
DECADE OF MAN / OPINION
3 & 4
Models wear Aware
Soho branded
briefs and trunks
7
travelling for hours on an aircraft,
as every man knows that ill-ftting
underwear can ruin your day.
Elastic bands have also had a bit
of a facelift with brands introducing
colours into them. Gone are the days
when the brands logo appeared
in boring black letters on a white
background. Now elastic bands
can be red, blue, pink, striped in all
the colours of the rainbow, silver
and even gold. Logos are stretched,
curved, over-sized, moved on the side,
stylised, encaptioned, muticoloured,
accessorised with stars and other
geometrical shapes, all of which
makes mens underwear a proper
segment of fashion and not just an
accessory anymore. Some elastic bands
even have the New York or Sydney
skylines printed over them. Awares
Buckingham range for Spring Summer
2012 features the iconic Union Jack
on the elastic band, a tribute to the
imminent London Olympics.
Just the same way as lingerie often
helps defne the fgures of women,
more and more mens underwear is
engineered in such a way that it will
provide a lift to those who need it,
where they need it... Figure-enhancing
mens underwear is a huge trend at
the moment. With cleverly concealed
stitching on the back designed to
make any bottom pert or even chicken
fllets or padding tucked into the front
pouch or on the buttocks, men who
may feel a bit shy in the underwear
department can now feel confdent
thanks to those fgure boosters. Some
brands even ofer t-shirts that will
get rid of love-handles and give more
defnition to any chest. Some others
boast that their elastic band will
minimise the love-handle efect.
Packaging has also been totally
re-juvinated. Te cardboard box that
used to adorn the shelves of every
department store is fast becoming
an endangered species, with soft
packaging or even industrial looking
tins replacing it. A lot of underwear
is also sold on hangers nowadays; a
great way for customers to feel the
quality of the fabric, test the softness
of the elastic band and check all the
diferent colours in one go rather than
painstakingly opening (and ruining!)
boxes after boxes of underwear.
Retailers love it as they are no longer
left with ripped boxes that nobody
will want and customers tend to buy
more when they see the products on
hangers anyway.
All this novelty has a price though
and mens underwear has gone up in
the last few years, but so has the budget
that men dedicate to their underwear.
Tey also buy more, more often. Men
who look after themselves and exercise
regularly want variety and would
rather buy single pairs regularly than
3-packs. Young guys who like to show
of their waistbands will also rather
invest regularly in funky underwear
rather than be seen in basic white
Y-fronts. And women, who still buy
a lot of mens underwear, are happily
embracing the change and willing to
pay more for better quality and sexier
underwear for their partners.
After all, they are the frst ones
to appreciate the positive efect
the noughties have had on mens
underwear and if they invest in sexy
lingerie, it seems only fair that men
should also sport better pants.
For more information on Aware
Soho, visit awaresoho.com or email
wholesale enquiries at sales@
awaresoho.com.
Alessio Crepaldi. If we use slate
blue for the body, then how about
having the binding in solar yellow?
Or maybe we can just use a diferent
colour thread for the stitching? Te
combinations are endless.
In the mid-2000s, Ginch-Gonch of
Canada successfully introduced
wacky prints, but the trend only lasted
a few of years and now it is back to
solid colour, although some brands
may also include one of two prints in
their collections.
Another major change has been
the use of new fabrics. Back in 2001,
everything had to be 100 percent
cotton which resulted in unwanted
sagging and stretching of underwear
that was worn throughout the day.
Nowadays, stretch cotton dominates.
With its shape recovery properties,
even after several washes, it is a must
for any man who doesnt want to put
on tired looking briefs in the morning.
Other innovative materials such as
tech cotton that dries the sweat away
from the body, mesh that will let the
body breathe better, environmentally
friendly fabrics made of bamboo or
tree bark (Modal), etc. are all being
used extensively. Some brands are
even ofering underwear that is
specifcally designed for sports or for
3 4
W
a
t
c
h
P
r
o
JANUARY 2011 / ISSUE 01
www.professionaljeweller.com
NEWS, TRENDS AND MARKET INTELLIGENCE FOR THE BRITISH WATCH INDUSTRY
NEWS
TRENDS
PEOPLE
WATER RESISTANCE UPDATE
THE NEW ELECTRONIC
INK WATCH
FRESH PRODUCTS
OPINION & COMMENT
EXCLUSIVE
INTERVIEWS
F
PROD
OPIN
COMM
EXCLU
INTERV
M
B
&
F
R
IS
E
O
F
T
H
E

M
A
C
H
IN
E
S
ITP Promedia Publishing is the fastest
growing business-to-retail publisher in the UK today. . .
But we are already
massive around the World!
For marketing opportunities, please contact:
Andrew MArtyniuk T +44 203 1764229 E andrew.martyniuk@itp.com
ITP Publishing Group and its subsidiaries publish 70 magazines and
26 web sites in 10 countries and were getting bigger all the time.
AKSHAY
REVEALS
WHAT WILL OUR STARS LOOK LIKE IN 2020?
PLUS: HOW HIS BANK BALANCE HAS CHANGED HIS LIFE
WHAT SHOOK TTOWN
OVER THE PAST 10 YEARS
THE
TRUTH...
ABOUT
SHILPAS
SECRET
PAST!
I used to travel on
the roofs of trains
all new!
BOLLYWOOD NEWS, STAR STYLE & ASIAN GLAMOUR
Dhs5 WWW.MASALA.COM
AED 5 BHD 0.8 KWD 0.65
OMR 0.8 QAR 8
AN ITP CONSUMER PUBLICATION 30 DECEMBER 2010 5 JANUARY, 2011 VOLUME 8, ISSUE 368
SHOCK RESULTS!
WHO ARE THE HOTTEST
CELEBRITIES OF THE DECADE?
WHAT SHE WANTS THIS VALENTINES DAY
5
0 RESTAURANTS IN THE MIDDLE EAST
MI DDL E EAST
AED 15
QAR 20
BHD 2
OMR 2
KWD 1.6
LBP 10,500
FEBRUARY 2011
MAN AT HIS BEST
E
S
Q
U
I R
E
M
I D
D
L
E
E
A
S
T
F E B
R
U
A
R
Y 2 0
1 1
A N I T P L I F E S T Y L E P U B L I C A T I O N
T
H
E
W
I S D
O
M
O
F
M
E
N
F
E
A
T
U
R
I N
G
R
O
B
E
R
T
D
E
N
I R
O
W
H
AT IVE
LEA
R
N
ED
RESTAURANTS IN THE MIDDLE EAST
AED 15
QAR 20
BHD 2
OMR 2
KWD 1.6
LBP 10,500
E
S
E
S
Q
U
Q
U
I RI R
E

E
M
I
M
I D
D
D
D
L
E
L
E
E E
A
S
A
S
A
S
T
F EEE B
R
U
A
R
Y 2 2 0
1 1
A N I T P L I F E S T Y L E P U B L I C A T I O N
T
H
T
H
E

E
W
I
W
I S DS D
O
M
O
M
O O
F

F
M
E
M
E
N

N
F
E
F
E
A
T
A
T
U
R
U
R
I NI N
G

G
R
O
R
O
R
O
B
E
B
EE
R
T
R
T
R
T
R
T
D DD D
EE

EE
N
I
N
I
N
I
N
I R
O
R
O
R
O
R
O
MI DDL E EAST
FEBRUARY 2011
MA MA AAAANNNN N NN AT AT H HIS IS B BES ESTT
BY
R
o
b
e
rt D
e
N
iro
SAMUEL L. JACKSON
GEORGE H.W. BUSH SETH MACFARLANE ROBERT DUVALL COLIN FIRTH Plus
THE MEN WHO ARE CHANGING THIS REGION
Luxury weekend breaks guide
STYLE NEW SEASON
SHOPPING:
What to buy,
where to get it
K
elly
B
rook
THE TOP
Page 138
THE WISDOM OF MEN Page
86
A MORNING with

Page
76
W
IN! Desert Classic tickets!
P
a
r
k

L
i
f
e
Dhs 7 VOL 11 ISSUE 04
04
Restaurants + Spas + Travel + Film + Sport + Art + Music + TV
Your complete guide to the
years biggest festival. Nice.
ALL THAT JAZZ
Windmills! Camels! Mazes! Dolphins!
Rediscover the citys gorgeous
green spaces this weekend
No 2: Mushrif Park
Plus!
Dubai is cheaper
than Singapore. Fact
Survey done. Results in.
Surprise guaranteed
And the happiest dog is
Go barking mad at
Dubai Pet Show!
SECRET DUBAI
WONDERLANDS
1
0
W
W
W
. C
A
R
M
I D
D
L E E A
S T . C
O
M
J A
N
U
A
R
Y
I S S U
E V
O
L
JANUARY 2011 AED15 ISSUE 1-7
BHD 1.8 KWD 1.5 OMR 1.8 SAR 18 QAR 18
MCLAREN
SUPERCAR
IN BAHRAIN
PICKING
A PICKUP:
DODGE RAM
AGAINST THE
FORD F-150
AN ITP CONSUMER PUBLICATION
SUPER HEROES!
TOYOTA FT86 G SPORTS CONCEPT ARRIVES IN UAE AND WE PREVIEW THE NEXT DRIFT KING
BUGATTI VEYRON SUPER SPORT PORSCHE SPEEDSTER BMW M I N DUBAI AUDI QUATTRO REBORN
ASTON
RAPIDE
AWARDS SPECIAL EDITION
9
771817
142009
I SSN
1817- 1427
0
1
MI D D L E E A S T
NEWS, ANALYSI S AND TRENDS FOR FLORI STRY PROFESSI ONALS
Officially supported by the British Florist Association
NEWS, ANALYSI S AND TRENDS FOR FLOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOORRRRRRRRRRRRRRRRRRRRRRIIIIIIIIII SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSTTTTTTTTTTTTTTTRRRRRRRRYYYYYYYYY PPPPPPPPPPPPRRRRRRRRRROOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEESSSSSSSSSSSSSSSSI ONALS
Officially supported by the British Florist Association
NEWS REVIEW
INDUSTRY ANALYSIS
LATEST PRODUCTS
OPINION
BUSINESS
DEBATE
S
T
A
R

P
O
W
E
R

Laurence Llewelyn
Bowen joins iflorist
JANUARY 2011 VOLUME 02 ISSUE 01
professional orist.co.uk
NEW TRICKS Courses you can take at
home and abroad in 2011
GO POSTAL Mastermind the perfect
direct mail campaign
CUPIDS
ARROW
STEP BY STEP
DESIGN
RNI registration MAHENG11697/13/1/08-Tc, Postal Regn No. MH/MR/N/98/MBI/09-11
Posted at Patrika Channel Sorting Ofce, G.P.O., Mumbai 400001 on due date 8th & 9th of every month
A DEFINITIVE GUIDE TO SUCCE
www.hotelierindia.com
Volume 3|Issue 1| Januar y 2011|Rs 50
Top honour
Hotelier India Awards 2010
PRS Oberoi walks away with the Lifetime Achievement Award
NEWS ANALYSIS
Experts speak on
the right partner
investor mix
ROUNDTABLE
Can you prot
by design?
FOOD
Demand pouring in
for healthy menus
MARKET DATA SURAT | INTERIORS BED & BEDDING | TECHNOLOGY ARCHITECTURAL PRINTERS
An ITP Publishing India Publication
EXCLUSIVE
00_HOT_JAN11_Cover.indd 1
12/27/2010 5:25:57 PM
JANUARY 2011 / VOLUME 02 / ISSUE 01
JANUARY 2011 / VOLUME 02 / ISSUE 01
THE WORLD IS
NOT ENOUGH
Baci boss reveals his plans for
global domination
TOP MARKS
M&S head lingerie designer
describes how to stay on top
TOP MARKS
MATURE MARKET
Discover the expanding world of over
forties lingerie
NEWS
REVIEW
PRETTY
WOMAN
THE SHOW
MUST GO ON
CUTTING
EDGE
OPINION
OPINION
TOUR
DE PARIS
Lingerie Insight previews the Salon
International de la Lingerie and
Interfiliere shows WINTER
VIRAL
DISCOVER THE BUGS PEOPLE ARE CATCHING THIS
SEASON
3
JANUARY 2011
Dhs15
DHS15 - BHD2 - KWD1.6 - LBP10,500 - OMR2 - QAR 20
R
a
g
e
LILY
DONALDSON
FIERCEST FASHION EVER
THE
ALL
KEEPING UP
WITH THE
KUWAITIS
NEW
SEASON
STYLE
2011S
THE
ABAYA:
MOST
WANTED
VOL. 10 ISSUE 24 | JUNE 14 - JUNE 20, 2009 | www.arabianbusiness.com
A n I T P E x e c u t i v e P u b l i c a t i o n
A n I T P E x e c u t i v e P u b l i c a t i o n
THE SPORT OF KINGS? MANCHESTER UNITED
CEO DAVID GILL ON CASH, QATAR AND PLANS
VOL. 12 ISSUE 4 | JANUARY 30 - FEBRUARY 05, 2010 | www.arabianbusiness.com
Its getting ugly up there
SKY W
ARS
C o m p l i m e n t a r y c o p y . N o t f o r r e s a l e .
MUST READ: HIT THE GYM AND BECOME A LEGEND DOWN YOUR LOCAL (p24)
EXERCISE NUTRITION GEAR HEALTH LIFE SPORT STYLE
F
E
B
R
U
A
R
Y
2011
A
S
H
TO
N
K
U
TC
H
E
R
G
E
T F
IT IN
F
O
U
R
W
E
E
K
S
TR
A
IN
LIK
E
A
B
E
A
S
T
Middle
East
Edition
GET FIT IN
A WORKOUT
THAT CAN
GET YOU UP
TO SPEED
AND FAST
Train like an
ANIM
AL
> Take your workout back-
to-basics for better results
APOCALYPSE
SURVIVAL
WHY ASHTON KUTCHERS
TRAINING HARD FOR THE
WORST CASE SCENARIO
2
8
DAYS OF
FITNESS
How to make the most of the
shortest month of the year
WINNING
BLAST
YOUR
CO
RE
With our
intensive circuit
WEEKS
>THE ART OF
WHY MENTAL
COACHING CAN GIVE
YOU THE EDGE
An ITP Lifestyle Publication
FEBRUARY 2011 Issue:3-3 DHS15 OMR1.8 QAR18 BHD1.8
BURN FAT
FAST!
A 5-step
plan to real
weight loss
I SSN2071- 6966 2 7
9 772071 696000
EXERCISE NUTRITION GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAARRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR HEALTH LIFE SPORT STYLE
A WORKOUT
THAT CAN
GET YOU UP
TOSPEED
ANDFAST
TTrrraaaiiinnnnlllliiiiiikkkkeeeeeee aaaaannnnnn
>TTTTTaaaaakkkkkeeee yyyyyooooouuuurrrrrr wwwwwwwooooooorrrrrkkkkkkkoooooouuuuuuttttt bbbbbbbaaaaaccccccckkkkkkkk-
tttoooo---bbbbbaaaaasssssiiiiicccccccsssssss fffffooooooorrrrrr bbbbbbbeeeeeeettttttttttttttteeeeeerrrrrrrr rrrrrreeeeeesssssuuuuuuulllllltttttttsssssss
WHY ASHT HT HT TTTT HTOOOOON ON ON ON ON ON ON OON NN OOO K K K KKKKKKKUT UT UT UT UT UT UT UT UT TTCH CH CH CH CH CH CH CH CH CCCHER EER ER ER ERRRRR EER EEEEEE S S S
TRAININNG NG NG NG GG NGGGGGG H H HHHHHHHHHHAR AR AR AR AR AR AR ARR ARD D D DD DD D FO FO FO FO FO FO FO FO FO FO FOR R R R RRR RRR TH TH TH TH TH TTH THHHHHHH THH TTH TT EEE E
WORST CA AAASSSSSE SE SE SE EEEE SE SEE SS S S SSSSSSSCE CE CE CE CEE CE CE CE CE CENA NA NA NA NA NA NA NA NA NA AARI RI RI RI RI RI RI RRRIOOOOOOOOOOOO
How to make the most of the
shortest month of the year
With our
intensive circuit
WEEKS
>THE ART OF
WHYMENTAL
CCOACHING CAN GIVE
YOU THE EDGE
An ITP Lifestyle Publication
FEBRUARY 2011 Y Issue:3-3 DHS15 OMR1.8 QAR18 BHD1.8
AAA5--sstteeppp
pppllaaann ttoo rreeaall
wweeiigggghht lloosssssssss
I SS SS N SS 20 22 7 00 1- 69 66 6 99 6 66 2 7
99 7720071 669966000000
MINA AL
ARAB
The $2.7 billion project
changing the coast of
Ras Al Khaimah
/&84 t "/"-:4* 4 t * /5&--* (&/$& t 130+&$54 t $0/53"$54 t 5&/%&34
CONSTRUCTIONWEEKONLINE.COM ANITP BUSINESS PUBLICATION
DEC 18-31, 2010 - I55UE 39
ANALYSIS CANHOCHTIEF HOLDOFF THE ACS TAKEOVERBID?
0VUTJEF NBO
The contractor in
DIBSHF BU %4"
p26
8PSMET BQBSU
(VMG BOE $IJOB JO
green competition
p38
00_Cover_CW349.indd 1 1/27/2011 5:42:09 PM
IN THE
CLUB?
Get on THE
most exclusive
guestlist. Ever
AN ITP CONSUMER PUBLICATION
JANUARY, 2011
VOLUME 2, ISSUE 5, BD1
Gwyneth:
Sometimes you
just have to
say goodbye
NEW SEASON MAKE-UP: IS YOUR FACE OUT OF DATE?
LOVE IN
2011?
WARDROBE ROYALTY
We meet the
kingdoms queens
(of style, that is)
Your 12-month astro
guide to romance,
career, health and travel
PLUS:
ALL YOU NEED
TO KICK START
YOUR 2011
WARDROBE
ONLY
BD1!
BHD 1
Grazia
loves
LAUNCHING AT SPRING FAIR, FEBRUARY 2011/ VOL. 01, ISSUE 01
www.giftwarepro.com
BUSINESS INTELLIGENCE AND TRENDS FOR BRITAINS LEADING GIFTWARE PROFESSIONALS
BED OF
ROSES
Lola Rose founder on how
admitting weaknesses took
her brand to new heights
CHOCOLATE
FACTORY
Boost turnover by pandering
to your sweet tooth
Breathe new life into your stock with our
ultimate guide to all thats fresh at Spring Fair
SPRING
BOARD
THEO
PAPHITIS TOP DRAGON ON WHY RETAILERS SHOULD EMBRACE TWITTER
BABY
BOOM
Forget the flowers, find
out why new mums want
gifts with a purpose
NEWS
PRODUCTS
LINGERIE
BIRMINGHAM
CITY GUIDE
HEART
GALLERY
MARCH 2010 / ISSUE 01
www.professionaljeweller.com
NEWS, ANALYSI S AND TRENDS FOR JEWELLERY & WATCH PROFESSI ONALS
BASELW
ORLD
20
10
Profit at the worlds greatest
watch & jewellery show
GROWTH
STORY
Guy&Max leaves the
recession behind
HAUTE
HORLOGERIE
Fine watch trends from SIHH
EXCLUSIVE
INTERVIEW
Alex Monroe reveals hes
opening his own stores LONDON
JEWELLERY
WEEK
Coutts may be gone but
the show must go on
NEWS
REVIEW
INDUSTRY
ANALYSIS
LATEST
PRODUCTS
WEB NEWS
MARKET
INTELLIGENCE
OPINION
NEWS, ANALYSI S AND TRENDS FOR JEWELLLLLLLLLLLLEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEERRRRRRRRRRRRRRRRRRRRY & WATCH PROFESSI ONALS
Boost your busi ness now
with smart phone apps
ad-promedia_mags_group_house.indd 1 2/23/2011 11:46:35 AM
36
JESSICA WRIGHT / INTERVIEW
Wright
1
TOWIE
actress
and With
Love
Jessica
founder
Jessica
Wright
2
TOWIE
actor and
brother
of Jessica
THE ONLY WAY IS ESSEXS JESSICA WRIGHT TALKS
EXCLUSIVELY TO LINGERIE INSIGHT ABOUT HER NEW
LINGERIE STORE, WITH LOVE JESSICA, WHICH LAUNCHED
IN LOUGHTON, LAST MONTH.
THE
WAY
Did you always wish to enter
into lingerie retail and why have
you chosen now to start the
project?
Most girls love nice underwear and,
where I live in Essex, there seemed to
be a big gap in the market for a girly,
gorgeous lingerie boutique, stocking
fresh colours and sexy garments with
a reasonable price point. I am the
face of Alexis Smith underwear, so it
seemed like the perfect opportunity
to build on that success with a local
business and to stock all my favourite
brands.
To what degree was your
business idea inuenced by
your experiences on TOWIE?
Tis business has come from me really.
Even if I wasn't on TOWIE, this would
have been a great opportunity because
of the gap in the local market, but be-
ing on the show has obviously given
me and my shop great exposure for
which I am really grateful.

How have you chosen the
brands that you are stocking?
I've chosen every one of them myself.
Alexis Smith is a no brainer as it is a
brand close to my heart, especially
because her bras are mostly designed
with girls with surgically enhanced
breasts in mind and there are quite a
few of those in Essex! All of the other
labels I chose because I believe the
style and collection really suits my
target customer market.
Having modelled for Alexis
Smith, you obviously feel a
connection to the world of
lingerie. Why is this?
Feeling great about yourself when you
are fully clothed starts with the under-
1 2 5 3 1
37
INTERVIEW / JESSICA WRIGHT
4
TOWIE sisters Sam
and Billie Faiers
at the With Love
Jessica launch
event
5
TOWIE actress
Lauren Goodger
at the With Love
Jessica launch
event
6
The new With Love
Jerssica store
7
With Love Jessica
founder Jessica
Wright with her
family
"It's a pleasure to work with Jessica
and be involved in her new lingerie
boutique. Since becoming the face
and body of our brand and designing
a limited edition lace set for us,
Jessica developed a real passion and
interest in lingerie. It has been lovely
to watch Jessica's idea come to life
and I am sure 'With Love Jessica'
will be a very successful boutique.
It's all about Essex at the minute and
it's fantastic to be a part of it! I look
forward to working with Jessica as
her business grows in the future."
DESIGNER
ALEXIS SMITH
SPEAKS ABOUT
WORKING WITH
JESSICA WRIGHT
with setting up a shop, like the window
displays, PR and Marketing, planning
and, basically, always thinking about
the customer, and how to make them
happy. Everyday, there is another chal-
lenge. I will work in the shop as much
as I can, but I am incredibly fortunate
that I have an amazing family that
supports me in everything I do and
the shop being no exception. My mum
works in the shop for me, my dad is
always on hand for doing little handy
man jobs and Nanny Pat has been
great at helping me sort out the stock
room. Its a bit of a family afair!
wear process. If your underwear looks
great and is pulling you in and pushing
you up where it should be, then the
layers that go on after that makes the
end result so much better, feeling great
from the inside and the outside.
What has been the greatest
challenge to date in setting up
your own shop and what will
your day-to-day role in the store
be?
Te whole process has been rather
challenging! I possibly under-estimat-
ed all of the things that are involved
6
4
5
7
38
LYCRA FIBRE MOVES / INTERVIEW
LINGERIEINSIGHT / NOVEMBER 2011 / www.lingerieinsight.com 38 LINGERIEINSIG GGHT HT HH / NOV NOV V NOV OVEMB MB EMB MMM ER ER 201 20 20 20111111 ///// www www www www .li l .liinge nge nge nge erie rie rie rie rieins ins in ins in ins ssssig ig igh gh gh gh ggh gh ggh gh gh gh gh gh hh gh h gh gh hh gh ig iigggh gh gh gh hh ig iiggh hh gh iiigh ggh ggh gh ig igh hhhh ig iighhh iigggh hh iighhhh ghhh ig ghhhhh ghhhh gggh gggggh hhhhh gghhhh gghh gh ggg iggggh hhhh gghhh ghhh gghhh gghhh ggggggggggggg ttt. t. t. ttttt. t. t. . t. ttt. tttttttt. ttttttt..
1
NewVista
Legwear has had a pretty
strong year, says INVISTA
Apparel president Dave
Trerotola at the LYCRA Fibre MOVES
conference, which the company hosted,
this year, in Barcelona. It surprised
everybody.
INVISTA introduced a series of new
innovations during the event, which
saw a series of key industry fgures
from around the world come together
to discuss the latest developments
within the hosiery sector.
Te frst of these was the introduction
of its LYCRA beauty hosiery and
LYCRA beauty seamless garments,
which according to the company
combine shaping efect and comfort
to a level previously unachieved by the
intimate apparel industry.
INVISTA commissioned a survey of
women in USA, France, UK, Germany,
INVISTA APPAREL PRESIDENT DAVE TREROTOLA TALKS EXCLUSIVELY
TO LINGERIE INSIGHT AT THE COMPANY S LYCRA FIBRE MOVES
CONFERENCE, HOSTED IN BARCELONA, SPAIN, ON SEPTEMBER 29-30.
Italy and Spain this year, as part of its
ongoing development of innovative
LYCRA fabrics for the intimate apparel
industry
Te results revealed a massive 93
percent of women would like their
lingerie to give a little help with
shaping and contouring. Over one
third of women said that they would
consider wearing shapewear every day.
Similar research in 2009 found a
considerable gap between what women
want from their lingerie and hosiery, and
what they feel it delivers. For example,
88 percent of
women said
that they
wanted
underwear
to enhance
their shape,
but only 63
percent said that they were satisfed with
that this requirement was being met.
Trerotola said: LYCRA beauty
fabric was successfully launched in
cut and sew intimate apparel and
swimwear, and INVISTA is now
extending this successful program into
hosiery and seamless garments, as our
consumer research shows that a large
gap was existing between consumers
expectations, and the products they
could fnd in the market place.
In order to reduce this gap
and distinguish high performing,
comfortable shapewear, INVISTA
developed LYCRA beauty hosiery/
seamless standards.
According to Trerotola, LYCRA beauty
hosiery/seamless standards are based
on scientifcally determined metrics
which can distinguish shapewear with
outstanding performance from the rest
of the feld.
To establish this standard,
he says, approximately
250 commercial
shaping garments
have been analyzed.
In-depth garment
engineering
experiments have
been conducted
to correlate
the fabric
characteristics
with the shaping
garments
performance,
according to
two critical
dimensions: shaping
and dynamic comfort.
By identifying their
garments with a LYCRA beauty
hosiery/seamless brand logo,
brand and retailers will allow
38 LINGERIEINSIGHT / NOVEMBER 2011 / www.lingerieinsight.com
1
INVISTA Apparel
president Dave
Trerotola
INTERVIEW / LYCRA FIBRE MOVES
2
INVISTA catwalk by
the pool at the Hotel
Rey Juan Carlos
3
Conference guests
congregate at the
evening event
4
Inside the
conference hall at
the World Trade
Centre in Barcelona
5
View from inside
the conference
venue
6
Hotel Rey Juan
Carlos
ASK THE EXPERT / FRANCHISING
consumers to identify quickly in-store
the best performing garments in terms
of shaping power and comfort.
At LYCRA Fibre MOVES, INVISTA
also introduced its new Xceptionelle
hosiery for plus size women, after it
discovered that more than 100 million
women worldwide have hosiery needs
which arent being fully met
LYCRA Xceptionelle hosiery is
based on an innovative construction
that is designed to accommodate the
difering body shapes of larger women.
Te product aims to ensure their needs
are being met by ofering greater overall
garment comfort and helping prevent
dig in at the inner thighs and waist.
A lightweight fabric allows for
a cooler panty area and a crotch
designed and constructed with a
high denier yarn helps reduce chafng
between the legs and provides a
durable garment.
According INVISTAs research, in
the USA more than 30 percent of the
total consumer base is plus sized and
growing at an average rate of two
percent per year.
Plus size consumers make up an
average of 23 percent of the total
consumers in Europe, led by the
UK with 47 percent of the female
population above size 14, followed by
Germany at 29 percent.
Te overweight population is also
expanding rapidly in other regions
of the world (+fve percent yearly in
countries as Brazil and China), with
the Plus Size sector expected to grow
yearly at a rate of fve percent, globally,
until 2014.
Despite its global scope, the hosiery
industry is still largely concentrated
in Europe, which was a primary factor
when choosing the location of this
years event.
We want it to be a global event and
Barcelona is an easy access place for a lot
of the world, Treotola says. Still, we have
a concentration in Europe in terms of the
legwear industry and a lot of the leading
customers in terms of innovation and
design are here in Europe.
I dont know where the next one
will be. At some point I would think
we will try other locations in the
world... because there is a chance in
some of those locations to drive more
diferentiation in the product lines.
In the current economic
environment, it is not easy to identify
new areas for growth, both in regards
product and geographical location.
And, while some aspects of the sector
are holding steady, the continuing
uncertainty in the market makes it
dif cult to forecast performance in the
year ahead.
I think nobody knows what is going
to happen in the economy for a while,
Trerotola says. Earlier this year, our
global markets were really under a lot
of pressure. Demand, for example, out
of China dropped a huge amount in
the March/April time frame, but since
about July/August, things have really
steadied out.
I wouldnt say that we are in a great
market, but I dont think its that bad
a market either. Te problem is that
nobody knows what is going to happen
in three months, in six months. Will
there be defaults in Europe? Who
knows? Everybody is very uncertain.
2 3
4
5 6
Will there be defaults in Europe?
Who knows? Everybody is very
uncertain.
INTERVIEW / LYCRA FIBRE MOVES
40
KEEPING IT REAL / OPINION
LINGERIEINSIGHT / NOVEMBER 2011 / www.lingerieinsight.com
T
he importance of keeping
it real is more relevant
now than ever before.
Provocative imagery,
massively airbrushed,
has become the norm, but are brands
considering what their customer really
wants?
A recent government introductory
exercise is now showing primary school
pupils airbrushed images of a bikini clad
Britney Spears, as part of an attempt to
show them the impossible standard
set by advertising, media and fashion
industries.
When your customer buys into an
image, they buy into an expectation of
how a particular product will make them
look. When they inevitably fail to look
like the supermodel depicted, they
lose faith in the product, which afects
their decision to buy from the retailer in
the future. Tis is particularly true in the
case of online retail, where the customer is
unable to try a product and the picture is
all they have to go on.
MyaBlueBeach sets itself aside from
other resort and holiday cover-ups
brands by making a conscious decision
not to airbrush. All the images in our
promotional material, our websites
and glossy magazine features are not
KEEPING IT
Real
WITH AIRBRUSHING LESSONS FOR CHILDREN
AND THE BAN OF OVER-PROVOCATIVE IMAGERY
CONTROVERSIALLY DOMINATING HEADLINES, HAVE
YOU LOST TRACK OF WHO YOUR CUSTOMER IS?
MYABLUEBEACH BOUTIQUE AND LUXE FOUNDER
LINDSEY BROWN SPEAKS ABOUT WHY SHE IS
FOCUSING MORE THAN EVER ON THE IMPORTANCE
OF DESIGNING AND SELLING TO REAL WOMEN.
airbrushed in any way. We had a one
page advert in the Independent last
year and the full size Ourika Kaftan shot
and model looked fantastic. Tis real
women campaign will be the focus for
MyaBlueBeach brand publicity for 2012.
We use real women for our sample fttings
in every dress size from 10- 18 to try the
pieces on to ensure the ft is correct and
we are looking to cast
models in body
shapes
rather
than dress sizes
for 2013.
In keeping
with this ethos
to design for the
real woman, we
extensively research
all our new collections
to fnd out what it is

e
r is
is
w
to to
rea
exte
all ou
to fnd
l
d
we are looking to cast
models in bo
o
dard
ion
n
of
hemm
ast
dels in body
shapes
rather
th t an dress sizes
for 20 2013.
In keepi ping ng
withthis ethos
oo ddesign for the
ea all wo wo w ma man, we
tensivel elyy re re r se sear arch
ur new collec cti tion on o ss
nd out what it is
ocus for
y for 2012.
mple ft
to try t
rrect a rrect a
ttings
the
and and
1
2
OPINION / KEEPING IT REAL
A staggering 60 percent of the
women we spoke to didnt know
how to dress for their body shape
and avoided trying on cover-ups
1
MyaBlueBoutique
Amelie dress
2,3 & 4
Kaftans and
dress from the
MyaBlueLuxe and
MyaBlueBoutique
collections
5
Mustique Kaftan
style from the
MyaBlueLuxe SS12
range
6
MyBlueBeach
founder Lindsey
Brown
that our customers actually want. It all
starts with the sketches, notes and ideas
that I capture in my little gold note-book
thats always in my handbag for fashes of
inspiration that can come from anywhere
such as watching people in bars and on
beaches, seeing what theyre wearing and
possibly what they shouldnt.
In readiness for the 2012 Swimwear
Season, MyaBlueBeach spoke to over 100
holiday makers asking them about their
ideal holiday cover-ups and how they buy
them. Results showed that over 95 percent
of women in their 30-60s prefer to wear a
beach dress or kaftan when walking to the
beach or pool than getting fully dressed.
Plus the majority of women prefer to buy a
versatile cover-up such as a plain coloured
kaftan rather than a matching sarong.
It seems so simple that one maxi dress
or kaftan is the answer to all our holiday
prayers, but the majority of consumers
admitted they couldnt fnd what they
were looking for in boutiques or on the
high street and were left dissatisfed.
We also discovered that many women
dont know what suits their body shape.
Tis issue isnt about body confdence.
A staggering 60 percent of the women
we spoke to didnt know how to dress for
their body shape and avoided trying on
cover-ups as they presumed they would
not ft. Most designer
and high street
cover-ups are
based on the
typical model
size 8 and B
cup, whereas
the ever
increasing
UK bust
size
is actually a DD or E, so MyaBlueBeach
sample patterns are cut from a sample
size 12 and an E cup.
Our aim is to ft all the curves of the
female body, catering for sizes XS-XXL
with diferent styles and designs that
accommodate slim and curvier shapes,
without having to increase a dress size.
Interestingly, our best selling white kaftans
Mojito and Medina sell out in sizes 16
and 18.
I have realised that providing more
product knowledge with
our spring summer
collections will help
the retailer to select
the correct styles more
easily. MyaBlueBeach
stockists will be given a shape-
solutions product pack, providing
suggestions on the most suitable
cover-ups for certain body shapes and
bra sizes, a merchandising section and
suggestions on which accessories to team
with each style, to help the consumer
select the right cover-up or kaftan for their
holiday needs.
Our design process takes at least
six months and I start by creating
initial pieces from draping fabric on a
mannequin rather than relying on fat
patterns or computer aided designs, as the
ft and shape you achieve really depends
on the fabric youre working with. I spend
months choosing my colour palette alone,
looking ahead to fashion trends as well as
swimwear (a lot of consumers see cover-
ups as outerwear, so its important to look
at both areas).
My aim for the MyaBlueBeach brands
has always been to create the ultimate am
to pm must-have holiday item, one key
piece that can take you from daytime to
evening in a matter of seconds by simply
adding jewellery and changing your shoes.
Catering for a variety of body shapes and
sizes, I have concentrated on designing
a collection that can be worn not
just from pool to party but from the
moment you leave home for the airport
to dining abroad and lounging by the
pool.
After all, if you are going to sell
products to real customers, you need
to cater to real life. Heres to keeping it
real.
their body shape and avoided tryin
cover-ups as they presumed they w
st de
gh st
ups
don
al m
8 an
p, wh
not ft. Mos
and high
cover-u
based
typica
size 8
cup
LINGERIE
du
ou
col
the
the
easily
kists wi
ons pro
tions on t
for certai
a merchan
ns on whi ich ch
h h st styl yle, to he
he right cover
y needs.
ur de desi sign gnppprro roce cess
ver
g y
Mojito and Medina s
and 18.
realised tha
p
e ev
p
the
u
ve
easing
K bust
size
an
I have realised
produ
ou
c
e
stocki
solutio
suggesti
cover-ups f
bra sizes, a
suggestion
with each
se sellect th
holiday
Our
e ev
ncre
UK
s
the
in
3
4
5 6
www.berlei.com
advantage
SPORT
Berlei landscape V4_Layout 1 28/10/2011 10:37 Page 1
GLOBAL RETAIL / BUSINESS
GLOBAL RETAIL // BBUUSINESS
44 LINGERIEINSIGH HT / NOVEMBER 2011 / www.lingerieinsight.co.uk
FIND OUT WHAT HAS BEEN HAPPENING AROUND THE GLOBE IN THE WORLD OF
INTIMATE APPAREL, THIS MONTH, FROM M&S NEW FRENCH WEBSITE TO BRAZIL S
AD BAN REFUSAL AND CHINA S PREDICTED HOSIERY GROWTH.
FRANCE
Marks & Spencer returned to France, last month, with the launch of its frst
international transactional website, marksandspencer.fr. Te new online
capability is part of the retailers bricks
& clicks strategy, as it returns to the
French market with a combined store and
e-commerce ofer. Later this autumn, M&S
will open its new store in the heart of Paris
on the Champs-Elyses, ofering a selection
of lingerie, womenswear and food.
Following on from this, the high street giant
has revealed plans to open further stores at
strategic locations in the French capital.
around the
world in retail
CHINA
T e scale of Chinas hosiery market is expected to
double
double within a f ve year period, according to
RIME general manager Yu Ze.
RIME is part of Shenzhen Huaziyi, a brand
building company dedicating itself to hosiery
marketing activities in mainland China.
T e expansion is expected to be driven by growth
of the Chinese economy, government policy on
stimulating domestic consumption and an overall
increase in peoples income.
Ze said: In the foreseeable future, more products
than ever will f ood into the domestic market.
CHINA
NORTHERN IRELAND New luxury lingerie label Sioda Lingerie made its
of cial launch during Belfast Fashion Weeks Up and
Coming Designers night on October 15. T e Sioda
Lingerie Bridal and Black labels went on sale at the
end of the month through the brands website, www.
siodalingerie.co.uk, Proof, of Ormeau Rd and Orchid
Lingerie, on Lisburn Rd.
Sioda Lingerie is the only Irish handmade silk
lingerie label designed and manufactured in
Northern Ireland. T e name Sioda Lingerie,
pronounced she da, means silk in Irish and ref ects
the essence of the brand, which specializes in
unstructured and elegant pieces.
d
BRAZIL
Brazils National Advertising
Council has rejected a plea
to ban a Hope television ad,
featuring supermodel Gisele
Bundchen. T e ban request
was submitted in September
by the governments Ministry
for Women, who labelled the
commercial sexist.
In the TV ads, Bndchen is shown in a series of
scenarios that depict her telling a lover that she has
crashed his car, maxed out his credit card and that her
mother is planning to move in with them.
SAUDI ARABIA
Te Saudi Arabian government has
warned lingerie stores across the country
that they could be shut down should they
fail to comply with a new policy to replace
male staf members with women. Te
step is reportedly part of an ongoing drive
to fnd employment for Saudi citizens.
Lingerie stores have until June 4, 2012, to
initiate the switch.
SHOWCASE / OBJECT OF DESIRE
BISCAYNE BAY BY HEIDI KLEIN
Take a dip in the bay with this bow
bikini top. The scoop neck top
features light padding, side boning
and thick straps for support and
coverage, with a clasp back closure
and cute bow front detail.
Rope detail navy stripes provide
a cool twist to the nautical trend.
The fold over bottoms are a popular
Heidi Klein shape, offering a fuller
coverage, along with a thicker
waistband designed for comfort
and support.
RRP: TOP, 105, BOTTOM, 85
SHOWCASE / OBJECT OF DESIRE
Object of
BLOSSOM BY DIRTY PRETTY
THINGS
The Dirty Pretty Things SS12 cam-
paign shot by portrait photog-
rapher Amelia Troubridge
- takes inspiration from
whimsical and carefree
festival days. The collec-
tion engulfs the heritage
of the premium lingerie
brand by drawing on its
British origin and celebrat-
ing the marriage of rock n
roll and luxury.
RRP: Kimono, 215, bra, 73,
knicker, 50
Contact: Dirty Pretty Things,
0207 436 3037
dirtyprettythings.uk.com
OLIVIA BY LEPEL
Brand new this season, Olivia - available in a bluebell
colour - is made from soft microbre with co-ordinating
two-tone corded lace and bow detail. It features smooth
preformed cups, soft elastics and a new gel-lled gradu-
ated cup, which is reportedly both light and gure form-
ing for an enhanced, but natural, shape.
RRP: t-shirt bra, 23, short, 14
Contact: Lepel, 0115 983 6000
lepel.co.uk
SOLARIS BY ROZA
Polish lingerie brand Roza has introduced a new
lingerie collection to its UK market. Solaris
comes in white or black with red trim, and in-
cludes briefs, a bra and a deep suspender belt. All
the items are available individually and there are
no minimum order quantities.
RRP: bra, 25, brief, 24, suspender, 20
Contact: Alterego, 0845 094 6603
alterego-lingerie.com
EDEN BY SUPERBRA
Eden is a new berry plunge style
for the season. The feminine range
is enhanced with colourful oral
detailing to atter your gure and
includes a high-waisted brief option
for fuller coverage. It is available up
to an H cup.
RRP: bra, 30, high-waisted brief, 17
Contact: Panache, 0845 270 6222
panache-superbra.com
HARMONY BY CHARNOS
Harmony seeks to mix classic design with contempo-
rary styling. Delicately corded embroidery is combined
with a fusion of lavender tones, nished with a gros-
grain chocolate box style bow and highlighted with a
touch of diamante sparkle. A full cup bra, balcony bra,
short and brief are available in the range.
RRP: full cup bra, 36, brief, 17
Contact: Charnos, 0115 983 6000
charnos.co.uk
46
SHOWCASE / LINGERIE
EL DIABLO BY TAVIK
TAVIK Swimwear designer Nicole Hanriot aims
to mix California cool with high-octane Charlies
Angel glamour for SS12. Cut-out swimsuits with
shoulder fringe detail feature safari snakeskin,
whilst girlish bandeau bikinis incorporate wa-
tercolour prints and rouched piping. This green
swimsuit, El Diablo, will be available from Tavik for
SS12. It is also available in black and pink.
RRP: 92
Contact: Tavik, 0207 183 0007
tavikswimwear.com
BANDEAU BY SEAFOLLY
For SS12, Seafolly has introduced
a new leopard print bandeau style
bikini. The product picks up on the
animal print trend and features a
delicate lace trim.
RRP: top, 47, bottoms, 38. 50
Contact: Seafolly, 0845 408 0095
seafolly.com
ELOUISE BY ROSA FAIA
For 2012, Rosa Faia swimwear is introduc-
ing the Elouise zip up swimsuit. This style
is available up to an H cup, has adjustable
straps and a specially designed Anita bust
lining for support and comfort. It comes in
two colours, black and olive.
RRP: 62
Contact: Anita UK, 0208 446 7478
anita.com
47 47
LOTUS BY LEPEL
Lepels new feminine collection
features large aquatic florals
in intense pinks and tur-
quoise with highlights
of lime, set against an
ocean deep navy back
ground. Lotus has
introduced a new bikini
top style with a padded
cup, which is set on cradle for
maximum support and comfort,
and is offered up to a 38 G.
RRP: bikini top, 28, short, 19
Contact: Lepel, 0115 983 6000
lepel.co.uk
TRIBAL CHIC BY ANITA
The Anita care 2012 swimwear
collection presents the Tribal
Chic range, featuring a tan-
kini, swimsuit and bikini. The
tankini (pictured) is pocketed
on both sides, has adjustable
straps and a special 360 bust
lining for all-round support.
RRP: 100
Contact: Anita UK, 0208 446
7478
anita.com
47
SWIMWEAR / SHOWCASE
EVENTS / SOCIAL LITE
1, 2 & 3
LYCRA Fibre
MOVES
conference in
Barcelona
4, 5, 6 & 7
Ann Summers
store launch
at Weteld,
Stratford
8
With Love
Jessica launch
event
Who was to be seen on the scene at the most glamorous events
in the world of lingerie this month...
8
1
7
2
3
4 6 5
21I22I23 JANUARY 2012
PARIS EXPO - PORTE DE VERSAILLES - PAV. &
THE LEADING TRADE FAIR
FOR INTIMATES & BEACHWEAR FABRICS
WWW.INTERFILIERE.COM
Contact: Tel : 020 8216 3102 / fleur@promosalons.co.uk
w
w
w
.
c
h
a
n
t
e
l
l
e
.
c
o
m

Lingerie Insight Magazine November 2011

Încărcat de

Informații document

Descriere originală:

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Lingerie Insight Magazine November 2011

Încărcat de

Drepturi de autor:

Formate disponibile

BUSI NESS I NTELLI GENCE FOR LI NGERI E & SWI MWEAR PROFESSI ONALS

S-ar putea să vă placă și