Sie sind auf Seite 1von 51

BUSINE S S INTELLIGENCE FOR LINGERIE & SWIMWE AR PROFE S SIONAL S

NOVEMBER 2011 / VOL. 02 ISSUE 10


www.lingerieinsight.com

ANN
SUMMERS
EXCLUSIVE
Managing director
Vanessa Gold reveals
the retailers new
partnership strategy

BIRTHDAY
NOTES
AWARE
SOHO

ALLURE
FRANCAISE
Discover the secret
ingredients of French
lingerie design

MYA BLUE
BEACH

LOST IN
EVEDEN

NEWS
ROUND UP

Eveden CEO Tracy


Lewis looks ahead
to AW12

NEW VISTA

ITS OUR

President Dave
Trerotola discusses
INVISTA Apparels new
product launches

T OW I
L AU N E
CH
ESSEX
GI

WRIG RL JE SSICA
T O L I H T TA L K S
ABO
NEW S UT HER
TORE

Check out our


anniversary issue
with industry
exclusives from
some of the
biggest names in
the sector

47
FRONT

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.

10
11

Voice of the Industry


Plie sales and marketing director John Pearce on trade show
challenges.

22

Speakers Corner
Industry members respond to the ASAs imagery ban.

ON THE COVER
14

Allure Francaise
We seek out the secret ingredient of French lingerie design.

22

Ann Summers Exclusive


Ann Summers MD Vanessa Gold talks to Kat Slowe about
her new role and her plans to develop retail partnerships.

26

Catwalk Solutions
We present lingerie solutions to the SS12 catwalk styles.

28

Lost in Eveden
Chief executive Tracy Lewis on AW12 product and growth.

32

Decade of Man
Learn how mens underwear has changed over a decade.

36

The Wright Way


TOWIEs Jessica Wright speaks to LI about her new store.

38

New Vista
INVISTA Apparel president David Trerotola talks exclusively
to LI from the LYCRA Fibre moves conference.

40

Keeping it Real
Lindsey Brown speaks on designing for real women.

14

26

28

32

REGULARS
45
46

40

Object of Desire
The high end piece that has the industry talking this month.
Products Showcase
An inspirational selection of new lingerie and swimwear.
www.lingerieinsight.com / NOVEMBER
NOV
2011 / LINGERIE
GER
RIE
I E INSIGHT
IIN
NSIG
IG H
IG
HT
T

COMMENT

BUSINE S S INTELLIGENCE FOR LINGERIE & SWIMWE AR PROFE S SIONAL S

ITP PROMEDIA PUBLISHING

It is hard to believe that it is


has been only a year since
we launched the first issue of
Lingerie Insight. So much has
happened in terms of both retail
and the growing impact that
intimate apparel is having on the
consumer consciousness.
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 offerings 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.
This 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 The Only Way is Essex actress
and With Love Jessica founder Jessica
Wright. These are just a few of the
personalities who are currently - in very
different ways - having a big impact on
the market in which we all work.
The 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.
The industry needs to surf this wave
of opportunity, for this is one rush that
you cannot afford to miss.
KAT SLOWE
EDITOR
kat.slowe@itp.com

NOVEMBER COVER
Cover: Ultimo
Model wears: Ultimo Miracle OMG

Plunge Bra
Photographer: Daniel Kennedy
Model: Luisana Lopilato

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.
BUSINE S S INTELLIGENCE FOR LINGERIE & SWIMWE AR PROFE S SIONAL S

Image: Courtesy of Ultimo.co.uk and

Debenhams.com

Published by and copyright 2011


Promedia Ltd, incorporated and
registered in the British Virgin Islands
under company number 1559854.

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

For Information on Body Wrap B


Please Contact Via:
Tel: +44 (0)1423 885374
Email: info@patricia-eve.co.u
Website: www.patricia-eve.co.u

Shaping Your Big Day

NEWS REVIEW / FRONT

THIS MONTH IN LINGERIE AND SWIMWEAR

NEWS IN BRIEF
NEWS IN QUOTE S
GR ADUATE FOCUS
VOICE OF THE INDUSTRY
SPE AKERS CORNER
CALENDAR
WEB HIGHLIGHTS

6
7
8
10
11
11
12

ULTIMO UNVEILS ARGENTINIAN SUPERMODEL


LUISANA LOPILATO AS NEW FACE OF BRAND

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 Michael 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 teenage 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 signings yet and Im confident shell

bring a new sense of fun and glamour 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 fit for
Ultimo and we cant wait to unveil
our new designs.
Following in the footsteps of
Mel B, Sarah Harding, Helena
Christensen and Brazilian supermodel 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
confident, comfortable and sexy on
the inside and Ultimos Miracle
strikes the perfect balance.
The campaign for Spring/Summer 2012 will see Lopitana showcasing the Ultimo fashion collection, which features lace, satin and
catwalk-inspired prints.

FOR IMAGES OF THE SS12 COLLECTIONS AND DAILY BREAKING NEWS VISIT
www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

FRONT / NEWS REVIEW

NEWS REVIEW

The Only Way is Essex (TOWIE) star Lucy Mecklenburgh


was pictured wearing designer
swimwear brand Lisa Blue
in the Daily Star Sunday last
month.
The reality TV actress wore
the brands Show Bird one piece
in the image.
The Show Bird Collection is
part of Lisa Blues second summer collection and is available
to order now for Spring delivery.
Mecklenburgh is reportedly
a big fan of Lisa Blue and requested 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 benefit of women in Africa.
The 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 donated, Against Breast Cancer recovers 1000, which goes towards
aiding local commerce in Africa
and also creating jobs in the UK.
6

Online retailer Tightsplease


has taken on new hosiery range
Mary & Charnos , the result of a
collaboration between Queen of
Shops Mary Portas and the classic UK hosiery brand.
The 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.
The show went behind the
scenes, with Mary Portas producing her range of clothing and
accessories for high street giant
House of Fraser. The show also
featured the Charnos hosiery
range, which Mary Portas and
Charnos worked on closely together.

furry or scaly - glory on a pair


of La Senza pyjamas.
The competition is open to all
pets and there are four categories to choose from including
dogs, cats, small furries (hamsters, rabbits etc) and other pets
(fi sh, snakes, etc).

The Advertising Standards


Agency (ASA) has announced

Angela Knight Lingerie has

announced the launch of a new


bespoke website.
The Hungerford based boutique shot to fame after it notoriously fitted 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.

Department store retailer


Debenhams plans to hire 6,500

seasonal temps to cope with the


busy Christmas period this year,
it has revealed.
The company claims its emphasis is on flexible shift patterns that will ensure additional
staff are in store whenever customers 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,

High street lingerie chain La

this month, online.


The website will be offering
a series of established and up
and coming brands, including
the likes of Nookie, Beach Kind,
Eberjey, Ginja, Baku and
L*Space.

Senza is on a nationwide hunt

to fi nd the cutest and most beloved British pets.


The retailer has launched a
new competition, where a series
of lucky pets will win the opportunity to be pictured in all their

uct sold 1 million units in the


US in a week and sold out in four
hours online in the UK.
The new bra, a favourite of
TOWIEs Maria Fowler, focuses
on soft support and comfort and
eliminates the need for wires,
hooks or adjusting straps.

Retail giants Tesco and


BHS are the fi rst UK retail-

ers to stock the new Genie


Bra , which entered into

stores in October.
The record breaking prod-

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com

that it will be taking a fi rmer


line when considering complaints about sexualised imagery in outdoor advertising.
The aim is to ensure that
children are appropriately
protected from irresponsible
sexual imagery.
The ASA will be taking decisions 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 existing 160 outlets nationwide.


The have opened in Brighton,
Trafford, Huddersfield and
Wakefield.
The Brighton and Trafford
stores are benefiting from enhanced design features, as seen
in Westfield, Stratford City, adding to the planned concept roll
out by La Senza.

NEWS REVIEW / FRONT

NEWS IN QUOTES

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 first shop-in-shop in Liberty London on
November 2.

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...

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.

Tesco Clothing design director JAN MARCHANT on how the retailer is


launching a new range of first bras for girls, created in partnership with

Something to say? Email info@lingerieinsight.com

a popular online community for parents, Mumsnet.

THE Company

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

mERCHanDisE manaGER BRanD oRGaniZaTion (m/F)


THE posiTion

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.

THE REquiREmEnTs

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
TRIUMPH INTERNATIONAL
Triumph offers the right candidate an opportunity to work in a dynamic team within an international environment.
Spiesshofer & Braun
If you are seeking a great opportunity to develop your career, please send by email your application letter, CV, work
Kommanditgesellschaft
references, diplomas and expected salary range in English language to Mrs Gisela Zoelch, HR Business Partner to
Promenadestrasse 24
the following email-address: careers.ch@triumph.com.
CH-5330 Bad Zurzach

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

FRONT / NEWS REVIEW

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 different places...
Its fantastic to have an outlet
there, because we are a bit more
residential in Chelsea or Notting
Hill.

FIRST STITCH

CELEBRATING EMERGING TALENT


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 intimate apparel and outerwear.
Products from the new range were

Designer label Else has


launched in US retailer Victorias Secret .
The retail giant is offering 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 triangle 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.
The new outlet is situated
on the fi rst floor. The 64square
metre space is designed to have
the feel of a beach cabana, with
white washed panelled walls,
floors, and shutters at the windows that aim to cast a light
airy feel, contrasted with mir-

Anita UK made an appearance

recently used in a shoot with make-

on Channel 5s Celebrity Wish


List in October.
The brand took part in the
series third episode, which told
the story of the ladies at Lavender 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 deadline and deliver fi fty bespoke
bras along with an all expenses
paid mini-break to Austria for
the two founding members of
the charity.

up artist Sheeba Rayne, who is soon

A hoodie that was designed


by London College of Fashion
student Natalie Bouloux has
been worn on X Factor by singer
Misha B.
The item, which is sold under
Lingerie Collectives new Enfant
Terrible label a new umbrella
brand for up and coming designers, 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 fi gures 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),

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 Barbados. 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.
>> Are you a student or recent graduate and want to be featured
in First Stitch? Email info@lingerieinsight.com

STORE ENVY

ANN SUMMERS, WESTFIELD, STRATFORD CITY


Ann Summers launched a new

This has been two years coming

flagship store at Westfield, last

for this store.

month. The event debuted a new

The launch party was attended by

store design concept, which will

the likes of Lizzie Cundy, TOWIE

gradually be rolled out to other

twins Dio and Georgio, The Ap-

outlets in the coming months.

prentice 2008 finalist Claire Young

Ann Summers chief executive Jac-

and former Hollyoaks actress and

queline Gold told Lingerie Insight:

Strictly Come Dancing contestant

Im delighted with the launch.

Ali Bastian.

>> Got a Store Envy suggestion? Email: info@lingerieinsight.com

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com

FRONT / NEWS REVIEW

VOICE OF THE INDUSTRY

What happened to the


lingerie trade show?

NEWS REVIEW

UK Lingerie Awards fi nalist


Who Made Your Pants? has
launched a new Buried Treasures Range.
The fi rst product to become
available from the new collection is the Pirate Pink short,
retailing at 10.
The fi rst of 300 pairs of Pirate Pink shorts came off the
machines last month, six weeks
after the initial fabric sample
was received at whomadeyourpants? Southampton factory.
The Lingerie Collective AW12

JOHN PEARCE,
sales & marketing director, Pli Europe
The star of hit TV show Celebrity Juice, Keith Lemon, has
been spotted visiting swanky
2005 when we launched
a future. Gazing down empty aisles and
the Brazilian seam-free
peering in at lonely sales people doodling menswear store Norton Barrie
shapewear brand Pli here
in Wilmslow, Cheshire, where he
on empty order pads, I have to confess I
purchased a pair of WAXX Lolin Europe, the question I have most
began to fear the worst.
lipop pants.
been asked by journalists and industry
A trade show could and should be so
While in the store, Lemon recolleagues is, are you doing the next
much better. The chance to see all your
lingerie show?
colleagues and competitors on one shop portedly put the pants, which feature ladies provocatively licking
Trade shows are the life-blood of
floor and maybe take a few of them out
lollipops and bananas, over the
new brands. In 2007, I drove myself
for dinner. It should be a time to showtop of his trousers and described
and seven plastic mannequins wearing and-tell your undies to news hungry
them as being bang tidy!
seam-free shapewear down to
buyers all chomping at the bit for the
southern France for, what turned out to latest trends and designs. There could
Lemon then joked that he
would wear them like that on his
be, the last ever Lyon Mode City. Paired be queues of independent retailers and
up with Interfiliere, it was a sprawling
next episode of Celebrity Juice.
their buying buddies on jollies all waiting

ince the summer of

once more of whether these events have

event covering four NEC-style halls with to see what the lingerie industry has
warm sun streaming though the roof

dreamt up for the new season. Not some

Agent Provocateur has appeared

lights and footfall so abundant we were

half-interested sales agent dozing off in

in a fake lingerie ad in the Novem-

able to guide buyers onto our booth

the corner wondering whos going to buy ber issue of W magazine.

and fill up our order books with many

him a drink of Cafe -au Lait at PAUL.

thousands of Euros of business. I was

Ive been back a few weeks and

instantly hooked on the multi-cultural

already the lovely ladies at Eurovet are

buzz and the big numbers, and swore

mithering me to sign up for Salon in

Id be back the next season for Salon

February and, of course, I know Ill cave

de la Lingerie in Paris and back in Lyon

eventually, but I do wonder if there isnt a

for another fix in 2008. But this trade-

gap in the market for something new. A

show junkie was about to have his

Euro-wide event that is easier to pay for,

supply interrupted. The Lyon lingerie

that is only focused on us, the people of

show was bounced up to Paris in 2008

pants and bras, and that has the pulling

where hotels and parking are abundant power of an event like Londons charity
but twice the price.

MoonWalk. Whatever the market moves

This years Mode City show was

to in the lingerie trade fair business, it

brought forward to July - yet another

needs to move there soon. The clock is

change to a show that seems to be

definitely ticking and events (that need

shrinking every season. Pli filled a 16m

not be named) are closing down fast. So

booth for the fifth year running and

when Im asked which show Im doing

had a very positive show again, but

next Ill have to say, dunno, it hasnt been

the murmurings around the halls were

invented yet. But, when it is, Ill sign up.

10

The 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 Provocateur custom suede and
satin lingerie set, Elson is
depicted with five 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.

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com

event will take place for the 4th


season at The Music Rooms in
the heart of Londons Mayfair.
From Sunday 15th to Tuesday
17th January, The Lingerie Collective will be exhibiting a series
of British and international directional brands, including UK
Lingerie Award nominees and
winners Bordelle, Lascivious,
Made by Niki, Miss Mandalay
and Obey My Demand
Th is season also sees the
return of Damaris & Mimi Holliday to the show, and will be the
fi rst opportunity for visitors to
view the new Black Label by Yes
Master range.
In addition, The Lingerie
Collective will be welcoming
several brands to the show for
the fi rst time such as Aubade,
BeingU, Claudette, ID Sarrieri,
HOTmilk, Marika Vera & Pleasure State.
Damaris is celebrating ten
years with a new pop up shop
of Damaris and Mimi Holliday
collections, exclusive to
Brown Thomas for the
Christmas period.
After its pop up in
Selfridges London, Mimi
Holliday is now expanding the concept to the
Irish department store.
Damaris has collaborated with young British
designer, Giles Miller, to
create the pop up shops
design.

NEWS REVIEW / FRONT

SPEAKERS CORNER

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 offers the opportunity for exhibitors and distributors to come together and receive information on the latest
fashions.

SARAH PARMENTER
PR,
Baci Lingerie UK

CHRISTINA ACKLAM
marketing manager,
figleaves.com

DEE MURREN,
co-founder,
Dirty Pretty Things

WHAT IS YOUR VIEW ON THE ASAS BAN OF OVERLY


PROVOCATIVE IMAGERY ON BILLBOARD ADVERTISING?

23rd-25th November, Yiwu International Exhibition Centre, Zhejian, PR China. YIWU H&G 2011

is a professional exhibition specialising in hosiery and seamless underwear machinery. The


event is increasingly becoming a
must-go knitting exhibition for
both local and overseas knitting
manufacture.

The ASAs decision to take a firmer

Images play an important role in

As a mother, of course I want to

line when it comes to explicit billboard

not only telling a story and selling

protect my children from overtly

advertising is not surprising. Theres

product, but also representing our

sexual imagery, as any parent would .

been plenty of debate and concern

brand values.

However, I am also concerned that

recently about the early sexualisation

We know that our customers enjoy

the new guidelines could be over

15-17th January, The Music

of children these days, which I,

sexier and more aspirational imagery

zealously enforced. I do not feel it is

Rooms. The Lingerie Collective

personally, think is valid. Of course we

at key periods, such as Valentines

healthy for children to be exposed to

dont want sexually explicit billboards

or Christmas, but we take care to

the darker sides of sexuality. However,

located where anyone - especially

ensure the photography is relevant

I feel music videos are much more

children - can see them.

and appropriate for the occasion and

sexual than many lingerie ads and I

Baci Lingerie is a brand for adults,

audience.

do restrict the videos my daughter

and much of our marketing imagery

Our Christmas campaign imagery

has access to, as most are very

is unapologetically sexual and

has just gone onsite, and there is

demeaning to women. Some brands

provocative in style. So long as it is

a real high fashion sensibility and

will probably use the guidelines to

placed in adult-specific environments

theme behind the shots, rather than

their advantage and get their ads

will be putting on a show of


mid to high end lingerie brands,
ranging from UK high fashion
labels through to international
iconic names. The event, which
will see brands exhibit their
AW12 collections, will continue
at the same venue for the season.

- be they physical, in the media or

simply showcasing underwear in a

banned to generate more press for

on-line - thats fine.

revealing way.

their label.

21-23rd January, Pavilion 1, Porte


de Versailles, Paris. The Salon

NEWS FLASH
PRETTY POLLY has announced international singer and
songwriter Jessie J as the new star of the HOUSE OF HOLLAND 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 international 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
For more
my statement. When you put on a pair of tights,
news visit
you feel sexy and powerful. I have been wearing
www.lingerieinHouse of Holland for Pretty Polly tights for ages,
sight.com
there was a point when I almost hadnt realised I
was wearing them every time I left my house!

International de la Lingerie is
an international exhibition of
lingerie, nightwear, corsetry,
mens lingerie, hosiery, body,
underwear, terry cloth, swimwear, slippers and household
linen. It is a focal point for lingerie fashion and the latest trends,
with around 20,000 visitors each
year.
21-23rd January, Porte de Versailles, Paris. The Interfi liere

trade fair seeks to showcase


technique, know-how and
fabric innovation, deciphering
and anticipating tomorrows
fashion trends. No less than 145
exhibitors from several countries countries will present their
Summer 2013 collections at the

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

11

FRONT / NEWS REVIEW

MOST READ ONLINE

1
2
3
4
5
6
7
8
9
10

EDITORS CHOICE

Tallulah Love lights up


TOWIE lingerie shop launch
EXCLUSIVE PICS: TOWIE
lingerie store launch
Natalie Bouloux design on X
Factor

GALLERY

COLLECTION

Freya at the MOBOs

Saha 2012 swimwear

Booth is visited by likes of Jessie J,


Dionne Bromfield & Emeli Sande

Colombian brand seeks ties with luxury


retailers across the UK.

VIDEO

NEWS

Armani releases Rihanna


strip teaser

Mimi Holliday pops up in


Brown Thomas, Dublin

Video clip seeks to drive customers to new


website, Armani.com

Brand to open flagship Mimi Holliday store in


September 2012

Playful Promises opens


central London boutique
Playtex searches for peace
in war on Channel 4
Agent Provocateur appears
in fake lingerie ads
Jessie J in House of Holland
for Pretty Polly
EXCLUSIVE: Fauve to launch
loungewear for AW12
Genie bra taken on by Tesco
and BHS
Ann Summers considers
new retail partnerships

LINGERIE TWEETS
Sign the L
LessBounce online e-petition

finishing off sewing a leopard print

get sports bras included with


to try
ry an
aand
dg

bodysuit for an online customer and

school PE kits...

watching Jersey Shore :)

@BerleiUK
@ rleiU
@Be
U

@sugarlesque

now
We are no
o listed in @Guardian ethical

On my way to London for a exciting

fashion
Yay!
fashio
ion
n directory!
dr
dir

meeting with @Lulu_Lonsdalesee you

@whomadeyour
@
@wh
oma
a
soon hun X
@Alexissmithbras

12

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com

ARDEE GROUP
+44 1488657900
GUNNING LTD
+44 1619417403

www.lisecharmel.com

FRENCH LINGERIE / REPORT

LINGERIE INSIGHT ATTEMPTS TO UNCOVER


THE SECRET INGREDIENT THAT HAS MADE
FRENCH DESIGN SO SOUGHT AFTER FOR THE
PAST THREE HUNDRED YEARS.
14

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

REPORT / FRENCH LINGERIE

WHAT IS
YOUR DESIGN
ETHOS?
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

ingerie may be global but


the word is French.
The 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 significant
role in modern French lingerie
design. The current collections of
lingerie brands such as Aubade or
Lise Charmel reflect this retro theme,
incorporating vintage lines, highwaisted 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, reflected 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.
The exhibition will run during 2012
in four different 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 fi rst corsets in stretch fabrics
created at the end of the nineteenth
century, the bras and split slip dresses
of 1920s and the fi rst satin bras and
lycra bras of the 1950s, and fi nishing
with the moulded bras and shapewear
of the twenty fi rst century.

French lingerie is, after all, not all


about tradition. Many French lingerie
brands are now following the latest
trends within the fashion world.
Microfibres have recently confirmed
their presence and active, sports lingerie
has made it to the mass market. The
second skin effect 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 five years
we will speak about intelligent
lingerie. Even now, among the last
innovations of Chantelle, you can fi nd
Memory Form fabrics which enhance
the fitting 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 offerings coming from
French brands over the past five years.
In 2007, Simone Prle created new
brand Implicite, targeted at young,
executive women looking for sexy and
confident 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

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

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

15

FRENCH LINGERIE / REPORT

LINGERIE
FRANCAISE
BRANDS

Antigel
Antinea
Aubade
Barbara
Chantelle
Gerbe
Empreinte
Eprise
Implicite
Le chat
Lejaby
Lise Charmel
Lou
Passionata
Princesse tam.tam
Rosy
Simone Perele

6
Simone Perele

Through the colours, materials


and graphics in the SS12 collection,
theres a light fresh breeze felt
throughout the new season range.

Aura bra
7
Purple bra from
Lise Charmels new
Epure range

16

go into fashion lingerie design. She


has already created her fi rst 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 effect. It
comes in milk,
bronze and a
pumpkin colour.
Charm is the
seasons more
ostentatious
line, with its
ornate floral
print in Jaipur
and Blossom.

Soft, ultra fi ne microfibre 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. The 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: The 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

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

in mind. Its the perfect mix of


corsetry savoir-faire and French
Allure. The result is that Chantelle
women have that feeling of being chic
and feeling confident at all times.
And, for some reason, a woman
wearing French lingerie will always
feel more confident.
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.
Th rough 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 reflection 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

212223-012012

THE
FAMOUS
WORLD
OF INTIMATES

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
know
you
dont?
W h at do
d o tthey
hey k
n ow tthat
h at y
ou d
ont?

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

For marketing opportunities, please contact:


ANDREW MARTYNIUK
T 07760 996205 E andrew.martyniuk@itp.com

REPORT / FRENCH LINGERIE

create a truly intelligent product


is fierce.
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 sacrificing
great fit or comfort.
For SS12, Simone Perele
is aiming to introduce
innovative designs within
five new lines: Trocadero,
Pompadour, Opera,
Divin and Celeste. The
collections come in
plush blues, reds and
greens, alongside softer
nudes and whites.
The 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.
The 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: The fi rst
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.

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

8
Catalogue page
from department
store Samaritaine
in 1905. Copyright
Collection SirotAngel, Paris. All
rights reserved
9
Top and brief set
in yellow from Lise
Charmels new
Epure range

19

HAPPY BIRTHDAY / SHOWCASE

THANK YOUOUR
FORYEAR
CELEBRATING
OUR
YEAR
THANK YOU FOR CELEBRATING
ANNIVERSARY
WITH
US. ANNIVERSARY
TO MARK THE WITH US.
TO PRINTED
MARK THE
OCCASION,
HAVE
AVE
PRINTED
A SELECTION
OF YOUR
OCCASION, WE HAVE
A SELECTION
OF WE
YOUR
BIRTHDAY
WISHES
AND
BIRTHDAY
WISHES
AND
ND
COMMENTS
BELOW.
COMMENTS BELOW.

the leading
t is one of
h
g
si
es.
In
e
ri
e business
Linge
for lingeri
s
e
ry
rc
u
d
so
and in ust
industry
novations
in
y
e
k
g
r
n
fo
le
Highlighti
is invaluab
rie Insight
e
g
elivering
in
d
L
r,
s,
o
w
ne
this sect
ss
o
cr
a
g
in
e
those work
fore anyon
s stories be
w
e
the
n
ss
st
o
te
cr
the la
tailers a
re
e
ri
e
g
n
g li
rk! Happy
else! Unitin
e good wo
th
p
u
p
e
e
world, k
ght!
ingerie Insi
Birthday L
kins
za
Sarah Haw ting Director, La Sen
e
rk
a
M
&
PR
ds 2011 Best
gerie Awar
in
L
K
U
f
o
s
ear
Winner
gn of the Y
ampaig
C
g
n
ti
e
rk
Ma

20

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

SHOWCASE / HAPPY BIRTHDAY

Happ

y Birth
da

y Linge
rie Insig
First i w
ht!
ould lik
e to say
You for
Thank
introdu
cing m
Lingerie
e
t
o the U
World.
K
You ha
ve ope n
your do
showed
ors and
what is
the Def
Lingerie
in
ition of
in your
magaz
ines.
All the
way fro
m the U
Happy
nited S
Birthda
tates ,
y Linge
rie Insig
ht,-Hugs &
Kisses
4eva m
ore

e Insight!!
ay Lingeri
d
th
ir
B
y
p
Hap
r hard work
for all you
u
o
y
k
n
a
Th
ing the
year in rais
st
a
p
e
th
r
ove
lingerie
e world of
profile of th
ndrews
Kat and A
r.
a
e
w
im
and sw
iven the
ergy has g
d helped
endless en
revamp an
sh
e
fr
a
y.
tury
industry
e 21st Cen
th
to
in
ll
a
to boost us
orking
pleasure w
a
ch
su
n
e
ons
It has be
ngratulati
oth and co
b
u
o
t
y
rs
h
fi
it
w
ssful
ch a succe
su
g
in
v
a
h
on
more
s to many
year. Here
Sophia x
A PIZ
SOPHIA

ZEY

t
Press Agen
UK Sales &
35 480
T:07979 4
.com
phiapizzey
E:hello@so

www.lingerieinsight.com
www
lingerieinsight com / NOVEMBER 2011 / LINGERIE IN
INSIGHT

21

ANN SUMMERS EXCLUSIVE / INTERVIEW

ANN SUMMERS MANAGING DIRECTOR VANESSA GOLD TALKS


EXC
EXCLUSIVELY TO KAT SLOWE ABOUT HER NEW ROLE AND
THE BIG CHANGES THAT SHE WILL BE IMPLEMENTING IN THE
COMPANY
COM
OVER THE NEXT FEW YEARS.

1
Ann Summers pop
up in Selfridges
2
Mannequin at
the retailer's new
Westfield, Stratford,
store

22

One of the guys in The


Sun actually described
me as being a prude, says
new A
Ann Summers managing director
Vanes
Vanessa Gold in horrified tones.
The offensive comment was made in
the af
aftermath of Golds appearance on
Unde
Undercover Boss, a Channel 4 program
that aaired in July, 2011, on Channel 4.
The p
program marked the beginning
of a p
particularly busy season for Ann
Summ
Summers which, last month, celebrated
its first
rs ever pop up shop for Halloween
in Sel
Selfridges and launched a new store
in tthe Westfield Stratford Mall.
Yet, for Gold, the program was
ssignificant for an entirely different
rreason. The documentary, which
sa
saw her don a wig and spectacles
an
and investigate her family
co
companys stores incognito, was the
firs
rst taste of celebrity for the media

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

shy businesswoman. And, The 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
mortified 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

INTERVIEW / ANN SUMMERS EXCLUSIVE

Ann Summers brand, was too easily


recognisable.
When she first 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
flat 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
5
sounding like
you know

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."
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 first 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
significant 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.
There are things that we want to do
and the computer keeps saying no.
The new website, which will go live
this month, aims to provide increased
flexibility 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 different angles.

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

3
Ann Summers MD
Vanessa Gold and
swimwear designer
Lizzie Cundy
4
Mannequin
wearing Ann
Summers prouct
at the Westfield,
Stratford, store
5
Ann Summers'
bunny centrepiece
at the new outlet

23

ANN SUMMERS EXCLUSIVE / INTERVIEW

24

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

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 efforts.
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 first time
ever Ann Summers is sitting in first 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 profits 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?
The 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

INTERVIEW / ANN SUMMERS EXCLUSIVE

imagine marrying our brand up with?


Thats hugely exciting.
The business stream could be the
vital factor that tips the scales in favour
of success or failure over the next few
years. With an influx 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
different 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 fighting chance to be
offering 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. Though family
businesses are notorious for in-fighting
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.
Though 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 office in
Croydon. The family also makes an
effort 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

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 different

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.

JACQUELINE GOLD TALKS TO


LINGERIE INSIGHT AT THE
LAUNCH OF THE NEW ANN
SUMMERS STORE IN WESTFIELD
STRATFORD SHOPPING CENTRE
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.

6
Ann Summers
chief executive
Jacqueline Gold
and The Apprentice
2008 finalist Claire
Young
7
Former Hollyoaks
actress and Strictly
Come Dancing

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.

contestant Ali
Bastian at the
Westfield, Stratford,
store launch
8
TOWIE twins Dino
and Georgio at the

It looks great and we are so different to anything else on the third floor.
It feels like Ann Summers should absolutely be there.

Westfield, Stratford,

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

25

store launch

CATWALK SOLUTIONS / SHOWCASE

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.
n WIDE-SET STRAPS

o HALTER-NECK

26

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

p NARROW PLUNGE

SHOWCASE / CATWALK SOLUTIONS

q BACKLESS

r COLLAR

CROSS-OVER FRONT

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.
www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

1
Alice Temperley
dress & Le soutiengorge 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 Multiplunge in black

27

EVEDEN / INTERVIEW

LOST IN

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.

1
Veronique
underwired padded
half cup bra and
high waisted brief

28

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?
The business has grown
significantly since Lewis took over in
2003, at which point it offered 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.

I guess all year round is busy


for us in terms of development of
product, Lewis says. We are pretty
much fi nalising AW12. We were in
the fi nal throes of swim yesterday
and we will sign off 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,

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

Lewis elaborates. We are always


trying to push it with Freya.
The brand is currently looking
to build on the success of its new
longline bra, Neive. It will continue
to offer something that is a little bit
different to the classic bra shape and
will incorporate moulding, which has
proven successful in other styles.
Shapewear is also an option.
Eveden currently offers 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

INTERVIEW / EVEDENI

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. The new collection
will include a negligee, camisole
and lounge pant. The pieces will be
available in two colours, black and
another rich shade, which is yet to
be decided.
The products, featuring Guipure
embroidery, have been described as
really luxurious and in keeping with
the Fauve branding.

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?

2
Lyla plunge
balcony bra and
thong

Describing the inspiration for the


new launch, Lewis says: We have
already got Freya Lounge. That 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.
The new Fauve loungewear
group will be targeted primarily at
European market and high end UK
stores, including Selfridges, Harvey
Nichols and Harrods.

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

3
Coco Powder Pu
padded half cup bra
and thong
4
Claudine Meadow
bra nd brief
5
Deco moulded
plunge bra and brief

29

EVEDEN / INTERVIEW

Obviously, the rental market


in the UK is just ridiculous in
comparison to anywhere else
in the world and it just became
prohibitive.

6
Eveden chief
executive Tracy
Lewis
7
Caitlyn Peacock
side support bra
and brief

30

It is not only through its product


ranges that Eveden is looking to
develop its offering. 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.
The site showcases the entire
Freyas range, across the lingerie,
swimwear, loungewear and
sportswear sectors.
The different sections are clearly
categorised across the Freya
homepage, allowing users to view
current, essential and up and coming
products. Fans can search for a
specific colour, size and style or can
look at recommended products.
The Freya Advice section offers
fans a host of video demonstrations
and professional bra fitting advice,
including the Holy Fit campaign,

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
fi rst 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. The 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

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

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 fi scal
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.
The 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 fi gure brands.
However, new brand Huit has
enabled Eveden to reach out to a
slightly different type of customer.
The company now does some
business in Hong Kong, China, and is
developing other markets within the
region, including Taiwan and Korea.

INTERVIEW / EVEDEN

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. They 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.
The 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 five 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 staff 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.
The remaining three Leia stores in York, Cardiff and Bluewater are
reportedly all performing well and are not in threat of closure.
The 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 five years and she is determined to establish

full fi gure lingerie as a respected category


throughout the world.
I feel the Americans have got it, she says. I
think they totally understand it. They have got
Wacoal. They 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. The 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
Savanna Pink Haze
side support plunge
and brief

Eucalan

The no rinse delicate washing liquid that is


ideal for lingerie
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.

Viridian Distribution Ltd


Tel: 0117 300 5244
Email: viridianltd@gmail.com Web: www.viridianyarn.com

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

31

DECADE OF MAN / OPINION

DECADE
OF

MAN
WHEN THE FIRST
T DEDICATED MENS UNDERWEAR
STORE, AWARE SOHO, OPENED ITS DOORS
A DECADE AGO, THE SECTOR WAS A VERY
DIFFERENT PLACE
E THAN IT IS TODAY. FOUNDER
OLIVIER GAZAY
Y GIVES US AN EXCLUSIVE
GLIMPSE INTO HOW
OW MENS UNDERWEAR HAS
CHANGED OVER THE PAST 10 YEARS.

1&2
Models wear Aware
Soho branded
briefs and trunks

32

When Aware
ware opened
the fi rst ever mens
ear shop
underwear
in London ten years ago, mens
mmodity that
underwear was a commodity
heir partners in
women would buy their
packs of five. All thatt was available
hite underwear
then was identical white
rts under
and baggy boxer shorts
es and the
different brand names
ted by three
market was dominated
major brands.
Ten years on and few guys will
now let anyone else buy their
hem. Mens
precious trunks for them.
me one of the
underwear has become
ors in the fashion
fastest growing sectors
industry; new brandss are springing
up everywhere from Australia to
pain and Brazil.
Columbia, the UK, Spain
Their creativity goes far beyond
that of giants such ass Calvin Klein,
aller brands can
M&S or Sloggi as smaller
w fabrics, new
experiment with new
colours, new shapes and even new
packaging without undermining
mer base.
their existing customer
ussiebum, Aware,
Brands such as Aussiebum,
w Christian, XTG,
James Tudor, Andrew
etc. were all born in the 21st century
ner brands whose
and unlike big designer
n collection and
focus is on their main

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk


www.lingerieinssiig
gh
g
htt.c
t..c
.co.u
o.u
uk

OPINION / DECADE OF MAN

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 defi nitely notice a nice pair of
underwear on another guy. Th is kind
of emulation at the gym fi lters out
to the rest of society through mens
magazines. There 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 figure-enhancing, such as
briefs, shorties and trunks. With
the increasing interest in sports,
jockstraps are also making a
surprising comeback.
The fi rst 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. Those 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 five 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

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

33

DECADE OF MAN / OPINION

3&4
Models wear Aware
Soho branded
briefs and trunks

34

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 different
colour thread for the stitching? The
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 offering underwear that is
specifically designed for sports or for

travelling for hours on an aircraft,


as every man knows that ill-fitting
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 defi ne the figures 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

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

stitching on the back designed to


make any bottom pert or even chicken
fi llets 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 confident
thanks to those figure boosters. Some
brands even offer t-shirts that will
get rid of love-handles and give more
defi nition to any chest. Some others
boast that their elastic band will
minimise the love-handle effect.
Packaging has also been totally
re-juvinated. The 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
different 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.
They 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
off 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 fi rst ones
to appreciate the positive effect
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@
7
awaresoho.com.

/ ISSUE 01
MARCH 2010
.com
ionalje weller
www.p rofess

BUSIN E S S

PROFE S SIONA
& SWIMW E AR
FOR LINGE RIE
INTELL IGENC E

LS

E RY
L ERY
FOR JEW ELL
S AND TRE NDS
NEW S , ANA LYSI

01
VOLUME 02 / ISSUE
JANUARY 2011 /
ight.com
www.lin gerieins

D IS
TH E WO RLGH
NO T EN OU

E
EXCLUS IVW
IE
INTE RV
reveals hes

CH OC OL AT E
TO RYpandering
FAC
S
er by

ls his plans for


Baci boss revea
globa l domin ation

W SES
THE SHORO
r on how
Lola Rose founde
MU ST GO ON
esses took
admitting weakn
Gbrand to new heights
her
CUT TIN
EDG E

RK Ser
TO P MA
linger ie design

M&S head
to stay on top
descr ibes how

Fine

DISC OVE R
THE
BUG S PEO
PLE
CAT CHI NG ARE
THI S
SEA SON

SPRING
BOARD

TH EO
PA PH IT IS

with our
into your stock
Breat he new life
at Sprin g Fair
to all thats fresh
ultim ate guide

INT EL LIG

EN CE

Officially
suppo
British Floris rted by the
t Association

NEWS
REVI EW
IN DU ST
ANALYSRY
IS
LATE ST
PRODUC
TS
OPIN IO
N
BU SI NE
SS
DE BATE

STAR
POWE R

Laurence
Llewel
Bowe n jo
in s ifloryn
ist
NE WS
RE VIE W
Y
IND USTRIS
YS
AL
AN
LATE ST
TS
PROD UCID
P S
NE WS
BU
WEC
OW
RET
AR
RKBY
STEP
MA
EP
ST
CEN
EN
INT EL LIG DESIG
OP INI ON

ness now
Boos t your busi apps
e
with sma rt phon

TOP DRAGON
ON
WHY RET
AILE
SHO ULD EMB RS
RAC E
TWI TTE R

SSI
S SIO
ON
NA
AL
LS

AN D MA
RKET

FO R TH
E BRITI
SH WA
TC H IND
US TRY

Ma ste rmi
nd the per
dir ect ma
fec t
il cam pai
gn

Forget the
want
out why new mums
se
gifts with a purpo

W IN TE R
VI RA L

Y PR
P R OF
OFE

TR EN DS

be gone but
Cou tts may
t go on
the show mus

BO OM
flower s, find

prev iews the Salon


Linge rie Insig ht
la Linge rie and
Inter natio nal de
s
Inter filiere show

AN D TR
EN DS FO
R FLO
O RIS
R I S TR
TR

IC KS

LONDON
RYGO PO STAL
JEWELLE
WEE K

N
OPI NIOBA
BY

T OU R
DE PARIS

NE W TR

Cou rse s
you can
tak e at
hom e and
abr oad
in 201 1

NEW S

BE D OF

Discover
fortie s linger ie

HOwatch trend s from SIHH

PRO DUC TS OW TH
GR
LIN GER IE OR Y
ST
M Max leaves the
BIR MIN GHAGuy&
nd
CIT Y GUI DE
recession behi
HEA RT
GAL LERY

PRE TTY
WO MA N

JANU

NE WS , AN
ALY SIS

www.prof ARY 2011 / ISSU


E 01
essionalje
weller.com

JANU ARY
2011
VOLU ME
02
ISSUE 01
profe ssiona
l orist.c
o.uk

NE WS ,

HAUT E
RL OG ER IE

Alex Monroe
stores
opening his own

NEW
Boost turnov
to your sweet tooth
REV IEW

FE SSIO NAL
& WAT CH PRO

SSIONALS
GIFTWARE PROFE
BRITAINS LEADING
CE AND TRENDS FOR
BUSINESS INTELLIGEN

RK ET
RE MA
MATU
world of over
the expan ding

Watch
Pro

ISSUE 01
Y 2011/ VOL. 01,
SPRING FAIR, FEBRUAR
LAUNCH ING AT
.com
www.gif twarepro

LD
BAS E LWOR

2010

N E WS
TRE N
DS
PEOPL
E
WAT E
R E SI ST
AN R
U P DATC E
E
E L E CTTH E N E W
IN K WR O N IC
AT C H
FRE SH
PRO D
UCTS
O P IN
C O M MIO N &
E NT
EX
IN T ECRLU S IV E
V IE W
S

M B& F
R I SE O
MACH F THE
INE S

test
wor lds grea
Pro fit at the
elle ry sho w
wat ch & jew

ITP Promedia Publishing is the fastest


growing business-to-retail publisher in the UK today...

CHER GET

KUT
ASHTON

R WEEKS

FIT IN FOU

LIKE
TRAIN

A BEAST

KUWAITIS

AN ITP CONSUMER PUBLICATION


JANUARY, 2011
VOLUME 2, ISSUE 5, BD1

WARDROBE ROYALTY

n
an
ike a
in llik
ain
Trra
T

Gwyneth:

IN

Issue:3-3 DHS15

Sometimes you
just have to
say goodbye

k-ack
bac
utt b
kou
orrko
wo
ults
your w
results
ake you
ter res
Tak
T
better
or bet
sics ffor
asic
o-ba
tto-b

EXCLUSIVE

Top honour

PRS Oberoi walks away with

BHD1.8

2 7YOU NEED
ALL
TO KICK START
00
9 6 0 00
6960
2011
YOUR
71 6
071
ation
7720
yle Public
An ITP Lifest
WARDROBE

the Lifetime Achievement

Award

BHD 1

MARKET DATA SURAT


00_HOT_JAN11_Cover.indd

| INTERIORS BED &

An ITP Publishing India

BEDDING | TECHNOL

OGY ARCHITECTURAL

- KWD1.6 - LBP10,500

SUPER HEROES!
AWARDS SPECIAL
EDITION

Publication

PRINTERS

B U G AT T I V
EYRON SU
PER SPORT
PORSCHE

12/27/2010 5:25:57 PM

SPEED
STE

R BMW M
IN DUBA
I AU D I Q UAT
TRO

20
- OMR2 - QAR

REBORN

AN ITP CONSUMER

But we are already


massive around the World!
RY 220
011
11

LICATI

resale.

PUB

Not for

OM

YLE

Lux
wee ury
brea kend
guideks
138

TYLE

NE
PLUS: HOW
SH W SEAS
W OPPING ON
BANK BALANCE HISwh
HAS hat to bu :

AN ITP CONSUME
R PUBLICATI
30 DECEMBER
2010 5 JANUARY,ON
2011 VOLUME
8, ISSUE

WHAT WILL OUR


STAR

CHANGED HIS LIFE

368

S LOOK LIKE IN

2020?

ere to y,
get it

Page

WHAT IV
E

VOL
ISSUE11
04

MI DD LE

86

LEARN

SAMU
GEORGEEL L. JACKSON
SETH MA H.W. BUSH
ROBERT CFARLANE
COLIN FIRDUVALL
Plus TH
THE ME
ARE CHANN WHO
GING
THIS REGIO
N

ON

entary copy.
Complim

WISD

I used to travel
the roofs of tra on
ins S
LIFEST

THE
TRUTH...
ABOUT
SHILPAS
SECRET
PAST!

AN ITP

1/27/2011 5:42:09 PM

WHAT SHOOK TTOWN


OVER THE PAST 10 YEARS

RO

00_Cover_CW 349.indd 1

DE
DE NI

The $2.7 billion project


changing the coast of
Ras Al Khaimah

ROBE
ERT

there
ng ugly up
Its getti

ING

S
SKY WAR

MINA AL
ARAB

ATUR

p38

N FE

8PSMETBQBSU
(VMGBOE$IJOBJO
green competition

AKSHAY
REVEALS
Dhs5

WWW.MASALA.
COM

p26

MEN

FE BR

A MO

UA RY

Art +
Music
+ TV

EA ST

No 2:
Mushr
Park if

2011

Kelly
Broo1k0WSEOCRET D
NDE UBA

BY

OF
O
F ME

0VUTJEFNBO
The contractor in
DIBSHFBU%4"

OMR 0.8
QAR 8

WHO ARE THE HOTTEST


CELEBRITIES OF THE DECADE?

DOM OF

Ro ED
De bNert
iro

THE

AED 5
BHD 0.8
KWD 0.65

SHOCK RESULTS!

MA
A N AT
H IS BE
HIS
B ESSST
T

THE WIS

Resta
urants
+ Spas
+ Trav
el + Fi
lm + Sp
ort +
Dhs
04

ASIAN GLAMOUR

CONSTRUCTIONWEEKONLINE.COM

WHAT SH
E WANTS
THIS VALE
NTINES
DAY

RNIN

with

50Park Life
THE

REST

RLAN I
DS

TOP

Windm
ills!
RedisCamels!
M
co
greenver the ciazes! Dolph
spaces tys go ins!
this w rgeous
eekend

AUR
A
IN NTS
MID THE
DLE
EAST
Page

W !
DesIN
er

Class t
ic
ticket
s!

76

Page

AL
Your L TH
yearscomplet AT JA
Z
bigges e guid
t fest e to theZ

AED
15
QAR
20
BHD
2
OMR
2
KWD
1.6
LBP 10,50
0

AN ITP BUSINESS PUBLICATION

LE E
EA
AS
ST
T FE
E BR UA

30
14 -

all new!
BOLLYWOOD NEWS
, STAR STYLE &

MI DD

%&$ t*446&

IR E

RY
| JUNE
| JANUA

4 24
ISSUE

10ISSUE
VOL.
VOL.12

/ & 8 4  t  " / " -: 4 * 4  t  * / 5 & - - * ( & / $ &  t  1 3 0+ & $5 4  t  $ 0 / 5 3 "$5 4  t  5 & / % & 3 4

ss.com
ss.com
busine
busine
rabian
rabian
| www.a
| www.a
05, 2010
ARY2009
JUNE 20,
- FEBRU

ES QU

ANALYSIS CAN HOCHTIEF HOLD OFF THE ACS TAKEOVER BID?

ITED
ESTER UN S
S? MANCH AND PLAN
T OF KINGCASH, QATAR
ON
THE SPOR
LL
GI
D
CEO DAVI
onn
e Publicati
Publicatio
Executiv
An ITP
An ITP Executive

DHS15 - BHD2

MCLAREN

Hotelier India Awards 201


0

Grazia
loves

PLUS:

OMR1.8 QAR18

966
6966
6
071- 69
20712
I SSN 20

EAST

SUPERCAR
IN BAHRAIN

LEEAST.COM

NIMA
A
>

Demand pouring in
for healthy menus

career, health and travel

FEBRUARY 2011

THE NEXT DRIFT

PICKING
A PICKUP:
DODGE RAM
AGAINST THE
FORD F-150

FOOD

Get on THE
most exclusive
guestlist. Ever

p
ep
A 5--sstte
a
all 12-month astro
eYour
to rre
an to
plan
pl
ss to romance,
ss
loguide
ght lo
eigh
wei

THAT U UP
GET YO
D
TO SPEE
WEEKS AND FAST

AND WE PREVIEW

ival. Ni
ce.

KING

ASTON
RAPIDE
MIDDLE

ROUNDTABLE

Can you profit


by design?

TLOVE
BURN FA
!
FAST2011?

INUT
IT KO
GET F
AWORCA
N

CONCEPT ARRIVES
IN UAE

Experts speak on
the right partner
investor mix

G IN THE
WINWHNYIN
MENTALE CLUB?
G CAN GIV
ING
HIN
CH
AC
EDGE
COA
CO
YOU THE

TOYOTA FT86 G SPORT


S

NEWS ANALYSIS

We meet the
kingdoms queens
(of style, that is)

WWW.CARMIDD

HION EVER
FIERCEST FAS

F
DAYS OSS
FITNE
st of the

T OF
>THE AR

With ive circuit


intens

Rage

ALL
THE

A DEFINITIVE GUIDE TO SUCCE


www.hotelierindia.com

mo year
make the
the
How torte
month of
sho st

YOURE
COouRr

KEEPING UP
WITH THE

Volume 3|Issue 1| January


2011|Rs 50

ST YLE

28

BLAST

month

1-7

S
R
RS
ER
E
CHE
CH
T
TC
UT
KU
HE
NK
TH
T
ON
TO
HT
D FOR
R
RD
AR
HA
WHY AS
O
R IO
RI
NG H
NG
IN
ING
A
AR
NA
E
EN
CE
TR AINASE
SC
ES
T CAS
WORS

MOST
WANTED

NEW
SEASON
STYLE

PSE

AL
S U RV IV

SP OR T

RNI registration MAHENG11


Posted at Patrika Channel 697/13/1/08-Tc, Postal Regn No. MH/MR/N/98
Sorting Ofce, G.P.O.,
Mumbai 400001 on due /MBI/09-11
date 8th & 9th of every

ONLY!
BD1

thanDubai is Plus
SurveySingapocheape !
r
re
do
Surprisne. Resu. Fact
e guar lts in.
ante
And th
e happ ed
iest
Go ba dog is
Du rking m
bai Pe ad at
t Show
!

ITP Publishing Group and its subsidiaries publish 70 magazines and


26 web sites in 10 countries and were getting bigger all the time.
For marketing opportunities, please contact:
Andrew Martyniuk T +44 203 1764229 E andrew.martyniuk@itp.com

01

LILY P O C A LY
A
DONALDSON

LIFE

NEW SEASON MAKE-UP: IS YOUR FACE OUT OF DATE?

Middle
East
Edition

AED15 ISSUE

THE :
ABAYA
2011S

R
AR
GE
GE A

HEALTH

4)
LOCAL (p2

BHD 1.8 KWD


1.5 OMR

RY 2011

EXERCIS

Dhs15

ON
NUTRITI

UR
DOWN YO

JANUARY
ISSUE VOL

FEB RUA

JANUARY 2011

A LEGEND

I SSN 1817- 14271.8 SAR 18 QAR 18

BECOME

JANUARY 2011

GYM AND

9 771817 142009

E
AD: HIT TH
MUST RE

PUBLICATION

Wright

JESSICA WRIGHT / INTERVIEW

THE

WAY

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.

1
TOWIE
actress
and With
Love
Jessica
founder
Jessica
Wright
2
TOWIE
actor and
brother
of Jessica

36

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 influenced by
your experiences on TOWIE?
Th is 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 being on the show has obviously given
me and my shop great exposure for
which I am really grateful.

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.

How have you chosen the


brands that you are stocking?

Having modelled for Alexis


Smith, you obviously feel a
connection to the world of
lingerie. Why is this?

I've chosen every one of them myself.


Alexis Smith is a no brainer as it is a

Feeling great about yourself when you


are fully clothed starts with the under-

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

INTERVIEW / JESSICA WRIGHT

DESIGNER
ALEXIS SMITH
SPEAKS ABOUT
WORKING WITH
JESSICA WRIGHT
"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."

4
TOWIE sisters Sam
and Billie Faiers
at the With Love
Jessica launch
event
5

6
5

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?
The whole process has been rather
challenging! I possibly under-estimated all of the things that are involved

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 challenge. 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 affair!

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
7

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

family

37

LYCRA FIBRE MOVES / INTERVIEW

NewVista
INVISTA APPAREL PRESIDENT DAVE TREROTOLA TALKS EXCLUSIVELY
TO LINGERIE INSIGHT AT THE COMPANYS LYCRA FIBRE MOVES
CONFERENCE, HOSTED IN BARCELONA, SPAIN, ON SEPTEMBER 29-30.

1
INVISTA Apparel
president Dave
Trerotola

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 figures
from around the world come together
to discuss the latest developments
within the hosiery sector.
The first of these was the introduction
of its LYCRA beauty hosiery and
LYCRA beauty seamless garments,
which according to the company
combine shaping effect and comfort
to a level previously unachieved by the
intimate apparel industry.
INVISTA commissioned a survey of
women in USA, France, UK, Germany,

Italy and Spain this year, as part of its


ongoing development of innovative
LYCRA fabrics for the intimate apparel
industry
The 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

38

LINGERIE INSIG
INSIGHT
GHT
H / NOV
NOVEMBER
OVEMB
VEMB
MBER 2011
M
20 1 / www
201
w
www.lingerieinsight.com
w .lilinge
erie
rieins
insig
ins
iigh
gh
ghtt..

percent said that they were satisfied 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 find 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 scientifically determined metrics
which can distinguish shapewear with
outstanding performance from the rest
of the field.
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

INTERVIEW
ASK THE EXPERT
/ LYCRA
/ FRANCHISING
FIBRE MOVES

3
4

Will there be defaults in Europe?


Who knows? Everybody is very
uncertain.
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
differing body shapes of larger women.
The product aims to ensure their needs
are being met by offering 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 chafing
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.
The overweight population is also
expanding rapidly in other regions
of the world (+five percent yearly in
countries as Brazil and China), with
the Plus Size sector expected to grow
yearly at a rate of five 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
differentiation 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
difficult 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. The 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.

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com

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

39

Real

KEEPING IT REAL / OPINION

KEEPING IT

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.

40

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 schooll
d
pupils airbrushed images of a bikini clad
Britney Spears, as part of an attempt too
dard
show them the impossible standard
ion
set by advertising, media and fashion
industries.
n
When your customer buys into an
image, they buy into an expectation of
hem
m
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 affects
their decision to buy from the retailer in
the future. This is particularly true in thee
case of online retail, where the customerr 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

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com

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. This real
ocus for
women campaign will be the focus
MyaBlueBeach brand publicityy for 2012.
mple fittings
t
We use real women for our sample
t
in every dress size from 10- 18 to try the
rrect and
a
pieces on to ensure the fit is correct
we are looking to cast
ast
models
dels in bo
body
shapes
2

rather
tthan
th
an dress sizes
for 20
2013.
In keepi
ping
ng
keeping
w this ethos
with
too d
esign for the
design
rea
eaal wo
w
man, we
ma
real
woman,
exte
tensivel
elyy research
r se
re
sear
arch
extensively
all ou
ur new collections
colleccti
tion
o s
on
our
to find
find out what it is

OPINION / KEEPING IT REAL

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 flashes 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 find what they
were looking for in boutiques or on the
high street and were left dissatisfied.
We also discovered that many women
dont know what suits their body shape.
This issue isnt about body confidence.
A staggering 60 percent of the women
we spoke to didnt know how to dress for
their body shape and avoided tryin
trying on
cover-ups as they presumed they would
w
st de
not fit. Mos
Most
designer
and high
gh street
st
3
cover-u
ups are
cover-ups
based
d on the
typica
al m
typical
model
size 8 and
an B
cup
p, wh
p
cup,
whereas
ver
ve
thee ev
ever
in
ncreeasing
increasing
K bust
UK
s
size

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
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 fit all the curves of the
female body, catering for sizes XS-XXL
with different styles and designs that
accommodate slim and curvier shapes,
without having to increase a dress size.
g y our best selling white kaftans
Interestingly,
Mojito and Medina ssell out in sizes 16
an 18.
and
tha providing more
I have realised that
produ
du
u knowledge with
product
ou spring summer
our
ccol
collections
will help
the retailer to select
the correct styles more
eeasily MyaBlueBeach
easily.
stocki
kists wi
stockists
will be given a shapesolutioons pro
solutions
product pack, providing
suggesti
tions on the
t most suitable
suggestions
f certain
certai body shapes and
cover-ups for
merchan
bra sizes, a merchandising
section and
suggestion
ns on whi
ich accessories to team
suggestions
which
h st
styl
yle, to he
with each
style,
help the consumer
sellect th
se
he right cover
select
the
cover-up or kaftan for their
holidayy needs.
ur de
desi
sign
gn process
proce
rocess takes at least
Our
design

six months and I start by creating


initial pieces from draping fabric on a
mannequin rather than relying on flat
patterns or computer aided designs, as the
fit 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 coverups 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.

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.com

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

41

SPORT

advantage

www.berlei.com

GLOBAL RETAIL / B
BUSINESS
U SINESS

around the

world in retail
FIND OUT WHAT HAS BEEN HAPPENING AROUND THE GLOBE IN THE WORLD OF
INTIMATE APPAREL, THIS MONTH, FROM M&S NEW FRENCH WEBSITE TO BRAZILS
AD BAN REFUSAL AND CHINAS PREDICTED HOSIERY GROWTH.
FRANCE
Marks & Spencer returned to France, last month, with the launch of its fi rst
international transactional website, marksandspencer.fr. The 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 offer. Later this autumn, M&S
will open its new store in the heart of Paris
on the Champs-Elyses, offering 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.

NORTH E R

BRAZI L

vertising
Brazils Nationa l Ad
a plea
d
te
jec
re
Council has
on ad ,
isi
ev
tel
pe
Ho
to ba n a
Gisele
el
featu ring supermod
est
qu
re
n
Bu ndchen. The ba
ber
em
pt
Se
in
ed
was subm itt
istry
in
M
ts
en
m
rn
ve
by the go
elled the
for Women, who lab
t.
commercia l sexis
series of
chen is show n in a
In the TV ads, B nd
that she has
t her tel ling a lover
scenar ios that depic
and that her
out his cred it ca rd
ed
ax
m
r,
ca
s
hi
d
crashe
them.
g to move in with
mother is pla nn in

IRE LAND
New lu xu ry
li ngerie label
Sioda L inge
official lau n
rie mad
ch du ri ng B
de it s
el fa st Fa sh io
Com ing Des
n Week s U
ig ners n ig ht
p and
on October
L ingerie Bri
15 . The Siod
dal and Bla ck
a
label s went
end of the m
on sa le at th
onth th rou gh
e
th
siodal ingeri
e brand s web
e.co.u k, P ro
site , w w w.
of , off Ormea
L ingerie, on
u Rd and Orc
L isbu rn Rd .
h id
Sioda L inge
rie is the on
ly
Ir ish hand m
li ngerie label
ade si lk
designed an
d manu fa ct
Nor ther n Ir
u red in
eland . The n
ame Sioda L
pronou nced
ingerie,
she da, mea
ns si lk in Ir is
the essence
h and reflec
of the brand
ts
, wh ich spec
u nst ruct u re
ia li zes in
d and elega
nt pieces .
CH INA

d to
siery market is ex pecte
The sca le of Chinas ho
to
ng
rdi
r period, acco
double within a five yea
Yu Ze.
ger
na
ma
RI ME genera l
Huaziyi, a brand
en
zh
en
Sh
of
rt
RI ME is pa
ry
ati
dic ng itself to hosie
bu ild ing company de
.
in mainland China
marketing activ ities
wth
cted to be driven by gro
pe
ex
is
The ex pansion
on
y
lic
po
t
en
nm
my, gover
of the Chinese econo
overa ll
consumption and an
c
sti
me
do
ing
stimu lat
ome.
increase in peoples inc
cts
ble future, more produ
ea
ese
Ze said: In the for
t.
rke
ma
c
sti
me
o the do
than ever will flood int

44

double

LINGERIE INSIGHT
INSIGH
H T / NOVEMBER 2011 / www.lingerieinsight.co.uk

SAUDI ARABIA
The 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 staff members with women. The
step is reportedly part of an ongoing drive
to fi nd employment for Saudi citizens.
Lingerie stores have until June 4, 2012, to
initiate the switch.

SHOWCASE / OBJECT OF DESIRE

Object of

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

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

45

SHOWCASE / LINGERIE

OLIVIA BY LEPEL
SOLARIS BY ROZA

Brand new this season, Olivia - available in a bluebell

Polish lingerie brand Roza has introduced a new

colour - is made from soft microfibre with co-ordinating

lingerie collection to its UK market. Solaris

two-tone corded lace and bow detail. It features smooth

comes in white or black with red trim, and in-

preformed cups, soft elastics and a new gel-filled gradu-

cludes briefs, a bra and a deep suspender belt. All

ated cup, which is reportedly both light and figure form-

the items are available individually and there are

ing for an enhanced, but natural, shape.

no minimum order quantities.

RRP: t-shirt bra, 23, short, 14

RRP: bra, 25, brief, 24, suspender, 20

Contact: Lepel, 0115 983 6000

Contact: Alterego, 0845 094 6603

lepel.co.uk

alterego-lingerie.com
HARMONY BY CHARNOS
Harmony seeks to mix classic design with contemporary styling. Delicately corded embroidery is combined
with a fusion of lavender tones, finished with a grosgrain 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

BLOSSOM BY DIRTY PRETTY


THINGS

EDEN BY SUPERBRA

The Dirty Pretty Things SS12 campaign shot by portrait photographer Amelia Troubridge
- takes inspiration from

for the season. The feminine range


is enhanced with colourful fl oral
detailing to flatter your figure and

whimsical and carefree

includes a high-waisted brief option

festival days. The collec-

for fuller coverage. It is available up

tion engulfs the heritage

to an H cup.

of the premium lingerie

RRP: bra, 30, high-waisted brief, 17

brand by drawing on its

Contact: Panache, 0845 270 6222

British origin and celebrating 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

46

Eden is a new berry plunge style

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

panache-superbra.com

SWIMWEAR / SHOWCASE

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 watercolour 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 introducing 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

TRIBAL CHIC BY ANITA

LOTUS BY LEPEL

The Anita care 2012 swimwear

Lepels new feminine collection

collection presents the Tribal

features large aquatic florals

Chic range, featuring a tan-

in intense pinks and tur-

kini, swimsuit and bikini. The

quoise with highlights

tankini (pictured) is pocketed

of lime, set against an

on both sides, has adjustable

ocean deep navy back

straps and a special 360 bust

ground. Lotus has

lining for all-round support.

introduced a new bikini

RRP: 100

top style with a padded

Contact: Anita UK, 0208 446

cup, which is set on cradle for

7478

maximum support and comfort,

anita.com

and is offered up to a 38 G.
RRP: bikini top, 28, short, 19
Contact: Lepel, 0115 983 6000
lepel.co.uk

www.lingerieinsight.com / NOVEMBER 2011 / LINGERIE INSIGHT

47

EVENTS / SOCIAL LITE

Who was to be seen on the scene at the most glamorous events


in the world of lingerie this month...
1

1, 2 & 3

LYCRA Fibre
MOVES
conference in
Barcelona

4, 5, 6 & 7
Ann Summers
store launch
at Wetfield,
Stratford

8
With Love
Jessica launch
event

48

LINGERIE INSIGHT / NOVEMBER 2011 / www.lingerieinsight.co.uk

THE LEADING TRADE FAIR


FOR INTIMATES & BEACHWEAR FABRICS

21I22I23 JANUARY 2012


PARIS EXPO - PORTE DE VERSAILLES - PAV. &
WWW.INTERFILIERE.COM
Contact: Tel : 020 8216 3102 / fleur@promosalons.co.uk

www.chantelle.com

Das könnte Ihnen auch gefallen