McPete Sez Newsletter


In This


Intimate Payments


Risque Wigs


Studio Time

Tia Lyn 

International Lingerie Shows

McPete Sales

The Underfashion Club

Styles Fashion

Articles Of Interest

Page 1

Priscilla Jade Lingerie Fashion Show
Page 1

Limited Brands Challenges Child Labor Claims
Page 1

Limited Brands Challenges Child Labor Claims
Page 1

The International Lingerie Fashion Show
Page 2

Shirley of Hollywood Releases 2012 Big Book, Upgrades Website
Page 2

CupCase: A Way to Travel
With Bras in Style 
Page 2

Business and Technology:BLOG, Blog, Blog
Page 2

Intimate Graphics: BodyRock Sport's Love For All Bra
Page 2

McPete Sez
Page 2

Fab Foundations:
Paris Salon International de la Lingerie Coverage
Page 3

How to Sell In An Over-saturated Market
Page 3

The International Lingerie Fashion Show Continued
Page 3

Ask the Gozooko Guys
Page 3

Ask Andy
Page 3

The International 
Lingerie Fashion Show Continued
Page 4

Lipgloss & Lace: Video Interview with Bernie Fatla of Le Dame Footwear
Page 4

The Addict Expose -
Video Blog Post:  5 of My Favorite Pieces of Lingerie
Page 4

Coquette Heads to the Studio to Shoot Kissable Collection
Page 4

The International Lingerie
Fashion Show Continued
Page 5

Crystal Minx Tail Wins AVN 2012 Best Fetish Toy Award
 Page 5

Page 5

The Buzz
Page 5

Reps Corner
Page 5

Shows & Events
Page 5

McPete Sez Print Page

Have a Press Release? email it to 

We Accept all
Major Credit Cards for Advertising

International Size Charts

Put my Banner
on your Web-site,
Click here and Link it to


                                     Page 3
Fab Foundations
                           by Ali Cudby
January’s Paris Salon International de la Lingerie is a three-day mad dash of energy, noise and excitement. The convention space is divided between two simultaneous shows. On one side is Interfiliere, which showcases fabrics, embellishments and everything else that is used to produce intimates products, and the Salon, which showcases the products themselves.

Each side has its own trend forecasts and fashion shows. The Salon is further broken down into areas – Essentials, Loungewear, Men, and Chic/Spicy. These last two are the newer and upcoming companies. It’s where you see innovative thinking and get a better sense of the minds of young designers.

The floor of the show is constantly thrumming with competing fashion shows. Sadly, after three days of hearing Rihanna’s “We Found Love” and Maroon 5’s “Moves Like Jagger” over and over again those two songs are forever ruined for me. If only I could get them out of my head!

Despite the mash up of sound and color, a few key trends emerged clearly from the show:

1) The retro trend that hit hard in the past year is not going anywhere yet. Most collections featured at least some high-waisted briefs.
2) Corsets and bustiers – with a splash of fetishwear – also continue to be popular, with a lot of younger designers focusing on that side of the spectrum.
3) Shapewear has gone from girdle to gorgeous, with numerous brands launching shaping pieces that are gorgeous on their own and/or match their essential lingerie collections.

              Retro glam from Kiss me Deadly

La Maison Close shows bottom-baring bottoms,
    as well as many styles with cuffs and collars.

      The relaunch of Scandale, a French brand 
     epitomizing the trend in beautiful shapewear

 Aubade entertained with ballerinas as moving 

                           New from Empreinte

Queen of corsetry Cadolle, with an inspiration 
                              piece on display

      Leg Avenue’s bustiers and saucy styles

                The colors and styles of Gerbe

Mannequins that can be customized for bra size, 
                           as well as color

                         Body art by Marbella

From Velda Lauder, a jacket tailored to be worn 
                                with a corset…

    …and the same model, without the jacket.

Valisere showed a line with “layers of seduction” 

Marlies Dekkers’ younger sibling, Undressed, 
                  based on best selling styles

                                  More body art

Bestselling shapewear brands by country. In the 
                      USA, Spanx is the winner.

Ali Cudby is the author of the book Busted! The Fab Foundations™ Guide to Bras That Fit, Flatter and Feel Fantastic (December 2011), and CEO of Fab Foundations™, an intimate apparel consulting company. 
Ali can be found on Twitter @alicudby, and you can be a fan of the Ali Cudby’s page on Facebook. To learn more about bras that fit, download a free chapter of Busted! 

       How to Sell In An Over-saturated Market      
                     by Holly Jackson
Earlier this month, Crain's New York published this article about how the lingerie market is both over saturated and struggling with rising costs. Many lingerie companies didn't make very much money last year, and even the ones that made a profit are raising their prices. 

All of this means that if you're a lingerie designer or company, you need to make a commitment to getting your marketing in order in 2012. 
With more companies and designers competing for the same buyers, a fabulous product is expected rather than appreciated. To create loyal buyers, you'll need more than a great product - you'll want a dash or two of stylish marketing as well. 

1. Create a culture, and become an icon. 

Clothing designers have been doing this for ages, and high end lingerie designers have been borrowing from their playbook for years now. Brands like Agent Provocateur have this down to a science, but you don't have to be a giant luxury brand to apply this strategy. 

Are you fun and funky or all about serious elegance? Look beyond your products and explore your marketing materials, your website, and your social media presence. Study how your purchasing process makes people feel. Is it fun? Does it build anticipation? 

If you feel like your marketing isn't quite lining up as well as you'd like it to, pick three adjectives that describe your brand and spend this year focusing on them. When you focus on becoming the destination for a small market instead of trying to dominate a large one, you gain the ability to focus on attracting loyal customers who will buy from you over and over again. 

2. Figure out what you're bad at, and then hire someone else to do it. 

You got into the lingerie business by doing something you were good at. 
You created groundbreaking lingerie designs, or figured out how to increase distribution by 362% for your company. 

Do you know how to develop content that fits on various social media platforms? Do you know how to build pathways to sales within a website? 
Do you know how to write an educational and promotional newsletter? 

All of these are areas where you may be better off hiring an expert if you have the budget to do so. An expert can come in and develop your marketing content and teach you some tricks along the way. By picking the right person, you can ensure that your marketing efforts make have a greater impact and spend your valuable time doing the things that made you successful in the first place.

3. Embrace social media, and get to know some bloggers. 

Social media is the way of the future, and brands that continue to ignore it will be doing so at their own peril. Brands that refuse to work with bloggers will also feel the sting financially. Bloggers already wield huge amounts of power over buyers, and will only grow in influence. Having a few well placed bloggers on your side, and the social media know-how to make the most of their reviews will ensure that your company grows in any economy. 

I have lots of clients who want to know how to get their products mentioned on best of lists, and I always tell them that bloggers are the way to go. Be willing to send out samples (even if it's very selectively), and make it easy for bloggers to introduce your lingerie to their audiences. Find some bloggers whose work you love and respect, and then develop close relationships with them. Everyone benefits in the long term, and you'll be able to get the word out about your products to a much larger audience

Holly Jackson owns The Full Figured Chest Copywriting, and specializes in lingerie writing and online content creation for lingerie companies. Her work can be found on lingerie boutique websites across the world as well as in national level campaigns. She currently writes six regular lingerie and marketing columns, and is a regular contributor to The Lingerie Addict and The Lingerie Journal as well as McPeteSez. In 2011, The Lingerie Journal named her their number one copywriter in the lingerie industry. 
Holly can be found tweeting @thefullfigurechest, here on Facebook, and reviewing the newest full-busted lingerie at her blog, Her list of copywriting services can be found here

The Gift that Keeps on

Treat Yourself to Lula Lu Lingerie this Valentine’s Day
When Cupid’s arrow hits this Valentine’s Day, you want to feel sexy and feminine as you become the gift he gets to unwrap. This February, treat yourself to Lula Lu Petite Lingerie’s Kallie Lace Bra and Boyshort set. Trust me, you will be the present he’ll never forget.
From Lula Lu Petites, flaunt your biggest (or smallest) assets in the feminine, bandeau-style Kallie Lace Bra. Designed with delicate floral lace, this non-underwire, light foam cup bra will easily win over those privy to your intimate wear. Pair with the Lace Boyshort whose sheerness will leave you feeling sexy indeed. Both available in light ivory, black or mulberry. The Kallie Lace Bra is available in 32AAA-36AAA, 30AA-36AA, 32A-36A and retails for $56. The Kallie Lace Boyshort is available in small, medium, large and retails for $32. 

Lula Lu Petite Lingerie, a line specifically designed for small-busted women, is the nation’s first specialist in flawless fit for the petite frame. Proving that bigger doesn’t have to be better, Lula Lu offers sizes 32A – 36A and 30AA – 38AA, and is the first retailer in the United States to develop the AAA cup, available in sizes 32AAA-36AAA. Collection ranges in price from $34-$90 for bras and corsets and $28-$42 for bottoms. 
For more information go to or visit them at CurveNY booth #549, February 21-23

The International Lingerie
Fashion Show Continued 
              Photos by Jerome Hamilton
                    Delicious Sexywear of New York
                  Delicious Sexywear of New York
                    Delicious Sexywear of New York
                    Delicious Sexywear of New York

                          Miss Smarty Pants
                           Miss Smarty Pants

                         Miss Smarty Pants
                             Ellie Shoes

                           Rude Industries
                           Rude Industries
                            Rude Industries                   
                             Definitions Inc
                            Definitions Inc

The International Lingerie Fashion
       Show Continued on page 4

Esty's Win Your Dream Corset
Esty Lingerie is thrilled to announce their brand new and very unique competition, Win Your Dream Corset.
They are giving away the chance for one lucky winner to receive the corset of their dreams, custom made as a unique, one-off piece just for them. 
Perhaps you want a classic black corset with lace trim and suspenders? Or perhaps you're more of a pink corset with bows and love-heart buttons type of girl? Dreaming of a sexy red number with a halterneck strap and lots of beads? 
Whatever your dream corset may be, they can make it for you! Enter this fantastic competition now and if you're the lucky winner they'll give you the choice of 7 customization steps, including details such as the type of closure, the color of the lacing and whether to add suspenders, giving you the freedom to build your dream corset piece by piece. 
Five runners up will also each win a £10 gift voucher to spend at Esty Lingerie.
To enter, simply subscribe to the Esty Lingerie newsletter on or before February 14th 2012. The winner and runners up will be announced on February 15th 2012. 
For more details visit the Esty Lingerie blog.

Eurovet Imprints Interfilière Hong Kong 2012 on Global “Interfilière” Calendar
March 29-30, at the Hong Kong Convention and Exhibition Center
Organized by Eurovet, supported by Hong Kong Intimate Apparel and Industries’ Association (HKIAIA), as well as a number of supporting partners, the sixth Interfilière Hong Kong will be held on March 29-30, 2012 at the Hong Kong Convention and Exhibition Centre.
For the past 20 years, Eurovet has been organizing interfilière fairs around the world with the biggest event in Paris. Since 2011, this leading sourcing platform for intimates and beachwear in Hong Kong has taken a new name, “Interfilière Hong Kong” to establish the synergy with the global interfilière events which is known worldwide. This year, all interfilière events around the world, including Interfilière Hong Kong 2012, are communicated through the official website so that all corporate messages are conveyed in a consistent way to all participants.
Interfilière Hong Kong has formed a strong strategic relationship with Hong Kong Intimate Apparel and Industries’ Association (HKIAIA) for six years. This alliance has proven that this trade event is truly authoritative platform in the whole region for the lingerie and beachwear industry. It is also a truly international event with the highest quality as only industry-related visitors are invited to the show. Last year, there were over 3,500 qualified and selected visitors from all over the world at the Interfilière Hong Kong including international brands, manufacturers, buyers, wholesalers and importers. Eurovet believes that Interfilière Hong Kong continues to provide unparalleled business opportunities and connect the largest industry experts worldwide. It is estimated to have over 190 exhibitors from the USA, Europe and Asia showcasing lingerie suppliers with the highest quality – from fibers to fabrics, laces, embroideries, latest innovations and technology to accessories for lingerie and beachwear, as well as companies offering OEM and ODM capacity. Besides the French Pavilion, there will be an increased presence of Thai companies gathered in a Thai Pavilion, supported by the Thai Department of International Trade Promotion, Ministry of Commerce.
With the phenomenal success of the past five consecutive years, Eurovet has proven that Hong Kong remains an important strategic location for intimate apparel. Not only is Hong Kong the hub for advanced manufacturing technology, but as Asia’s World City, it is also perfect meeting point for buyers and exhibitors from around the world. 
To echo with the Interfilière Paris and other interfilière events around the world, the slogan of Interfilière Hong Kong 2012 is “Trace the Origin” of which the essence of the fair is to bring the focus to the products and their materials. Not only does Eurovet believes that designs and cuttings are important for lingerie and beachwear production, but materials and fabrics are also the soul.
With its extensive experience in organizing professional and international lingerie trade show, Eurovet reunites the authorities in trend forecast of lingerie industry. Interfilière Hong Kong will decode the latest lingerie trends, designs, creations and innovations at the Trends Forum in co-operation with Concepts Paris. In addition, seminars and conferences will be organized during the Interfilière Hong Kong to provide participants in-depth market updates and business intelligence. 
Details of the Interfilière Hong Kong 2012:
Date: March 29-30, 2012 (Thursday – Friday)
Time: 09:30 – 18:00
Venue: Hall 5G, Hong Kong Convention and Exhibition Centre
1 Expo Drive, Wanchai, Hong Kong
For more information or to register online to go 

Behind "The Eye Candy"

The power of seduction of the Montreal’s men strikes again: the GREGG HOMME’s fans recently discovered the new model Nick Gross and many comments were read all over the web: sexy, hot, romantic, “marry me”, just to name a few. 
GREGG HOMME is now raising the heat by releasing some “behind the scenes” pictures taken during the photo-shoot, unveiling to the fans a 360 degrees view of Nick’s anatomy .

GREGG HOMME definitively knows how to get their fans dazzled with this “Eye Candy” selection. But you haven’t seen anything yet: the next collection launching for Spring-Summer 2012 will mesmerize everyone: get your cooling devices ready because your body temperature will be on the rise! 
For more information go to or visit them at CurveNV February 11-13 Booth # 102

California Exotic Novelties Releases New First Time
New Balls and Rabbits Bounce into the Market
California Exotic Novelties, the world’s largest and most respected pleasure product manufacturer, releases several new First Time items. First Time Love Balls and the First Time Jack Rabbit are bouncing into the market.
“First Time is all about basic products that a sex toy novice can try. It is a pretty line that engages timid consumers,” says Susan Colvin, President and CEO of California Exotic Novelties.
The velvety soft, easy-to-use Love Balls are perfectly weighted for the beginner. There are two varieties, the Duo Lover which has two balls, and the Triple Lover with three. Each is available in the signature soft pink or purple First Time colors. 
In honor of California Exotic Novelties all-time best selling item, the Jack Rabbit, First Time now offers the Jack Rabbit for the beginner. 
“The Jack Rabbit is famous and everyone knows it is hands-down one of the best-selling sex toys of all time,” says Jackie White, Vice President of California Exotic Novelties. “The First Time Jack Rabbits are the perfect product to merchandise in several areas of a retail store. Put it on the First Time wall, on the rabbit wall, and in the beginner’s section of your store for maximum exposure and sales.”
The First Time Jack Rabbit is designed to be easy to use. The intuitively placed controls glow in the dark and the rotating beads are non-jamming. It is also waterproof for fun in the shower or tub.
“The packaging for the First Time Jack Rabbit is written with a first time user in mind. It is easy to understand and not intimidating,” explains Al Bloom, Marketing Director for California Exotic Novelties.
The First Time Love Balls and Jack Rabbits are all available now from California Exotic Novelties. 
About California Exotic Novelties
California Exotic Novelties is the nation's leading manufacturer of adult toys and novelties. Since 1994, the company has been at the forefront of research and development of products to enhance the sexual experiences of women, men and couples. From its 200,000 square foot operations center in Chino, California, CalExotics maintains a network of manufacturing and distribution facilities worldwide. Its products are available online and from retailers throughout the world.   

      Retirement Party 
The boss is finally old enough to retire from the company. On his last day of work, he ordered a farewell party for himself. The boss wanted everyone to express their good feeling about him by writing on the farewell card, so later he could remember how his staff "miss" him. Most people are writing standard phrases like, "Without you, the company will never be the same," "We will always remember you," etc. 
Obviously the boss was not satisfied. "I need something from the bottom of your heart, something really touching, you know. Okay, John, you have been working with me for the last 20 years. You are my best staff. I am retiring now. What do you have to say?" 
Slowly but firmly, John wrote, "The best news in 20 years." 

Consortium Wins Lejaby
        Takeover Bid
The commercial court in Lyon on January 18, chose the takeover bid for insolvent French lingerie maker Lejaby submitted by a consortium led by Alain Prost, the former CEO of Italy's La Perla and previously managing director of French lingerie brand Chantelle.
His associates in the consortium are Lejaby's Tunisian sub-contractor Isalys, Christian Bugnon (the son of Lejaby's former owner) and Italian investment fund Fiduciaria San Babila. The consortium plans to retain 195 of Lejaby's 450 staff in France.
The other bid before the court had been submitted by French nightwear specialist Canat, which planned to keep on 170 workers.
Lejaby went into administration at the end of October, putting its difficulties down to a significant shrinking in the multi-brand retailer channel, the main outlet for its products.
Over 90% of Lejaby's production now takes place outside France, notably in North Africa.
Just before Christmas the court ordered the liquidation of the company but allowed it to continue trading until January 20.

             UN Backs NICE
The United Nations has joined forces with NICE (the Nordic Initiative Clean and Ethical) to develop the first fashion sector-specific sustainability initiative under the UN’s Global Compact.
The collaboration, it is hoped, will help the fashion industry to move towards a more sustainable future and will be launched on May 3, at the Copenhagen Fashion Summit.
“As an industry facing serious and widely publicized social and environmental challenges, the fashion and textile industry is uniquely positioned to launch a sectoral initiative under the umbrella of the UN Global Compact,” said Georg Kell, executive director of the UN Global Compact.
“Fashion has historically had the capacity to affect the society as a whole, and therefore fashion is a great place to start building a new creative future aligned with the ecosystem we are all a part of,” added Eva Kruse, chairman of the Nordic Fashion Association and CEO of the Danish Fashion Institute.
“We look very much forward to engaging leading experts and leaders of international fashion companies in the work of creating a meaningful and ambitious tool for the global fashion industry.”
NICE is a joint venture by the fashion industry in the Nordic countries, led by the Nordic Fashion Association.

                'Ask the 
Gozooko Guys' is a business technology and web hosting company. With over 20 years experience working with Fortune 500 companies the Gozooko Guy’s design, develop, deploy, and manage business technology solutions. Gozooko’s core focus is to provide affordable and efficient hosted ecommerce solutions to small and medium businesses. The past 3 years they have been working with manufacturers, wholesalers, and retailers in the apparel industry. Gozooko has data centers in the western and central US, and services customers around the globe. The Gozooko Guy’s goal is to provide our customers with easy and affordable ecommerce solutions that allow them to spend time focusing on their core business and sales, instead of working on their ecommerce solution.”Please send your questions about business and technology to  

......The Lingerie Maven 
I have been in the Intimate Apparel business for 47 years. From shipping, office work and customer service, fit model, showroom and road sales, to national sales manager, upper management, and design....I have done it all! And now, I hope to pass it on to you.
Though close to celebrating 50 years in the same business, of which 25 have been at Shirley of Hollywood, I still feel on the top of my game. I am as excited as ever about the merchandise and the possibility of aiding new and old customers with my wealth of expertise. Owning a retail store should be a wonderful and lucrative experience. In these tough economical times, a few choice pieces of knowledge can maximize your potential sales. After all, we all have to compete with the Macy's and Victoria's Secret Stores that have lured away customers with their sharp merchandising and low prices. There has to be a reason to shop at your store. 
Let me share some of my ideas and experience with you. And, it is all free from Shirley of Hollywood...our gift to you. So email me at my new address: I will promptly answer and gear my answer to you personally. 
Good selling, 
     "Ask Andy"
Andy Weinstock has been in the fabric and textile business all his life, but professionally since 1969. 
"I love what I do, selling fabrics around the globe. I've met lots of interesting, creative, dynamic folks; some have become dear friends. I love to help new businesses find the things they need to become successful. It works for everyone." 
You can ask Andy questions about Fabrics at  

The "Ask Andy", "Ask Mara" & 'Ask Goozoko Guys' Columns are opinion Columns and may not necessarily reflect the views of McPete Sez  

   The McPete Sez Lingerie Newsletter & Women's Wear Journal                                  


                                      End of Page 3