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

New IRS Reporting
Page 1

Ellie Shoes Donates 1000 Shoes to Soles4Souls
Page 1

Cotton Stockpiles Expected
to Grow
Page 1

Eldorado Takes a Bite 
Out of Holiday Hunger
Page 1

David Beckham Underwear
Page 1

The International Lingerie
Show Videos - Xotic Eyes, Dynashape Intima, Shibue Couture, Honey B
Page 2

The International Lingerie Fashion Show
Page 2

Sexcies Intimacy Shapewear
Page 2

Business and Technology:Win Internet Traffic and Sales with a Social 
Media Trifecta 
Page 2

Intimate Graphics: SEVEN TIL MIDNIGHT 2012 VIDEO
Page 2

McPete Sez
Page 2

Fab Foundations:
Fully Supportive Swimwear – The New Elomi Swim 
Page 3

Three Simple Things You 
Can Add To Your Lingerie Website to Increase
Your Sales 
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
Page 4

The Addict Expose -
Lace Dreams & Crystal Fantasies:I.D. Sarrieri F/W 
Page 4

Sportsheets Takes Home
 XBIZ Awards
Page 4

The International Lingerie
Fashion Show Continued
Page 5

Fleshlight Releases Flight
 Page 5

Page 5

The Buzz
Page 5

Reps Corner
Page 5

Shows & Events
Page 5

McPete Sez Print Page

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                                     Page 3
Fab Foundations
                           by Ali Cudby
Fully Supportive Swimwear – 
The New Elomi Swim Collection 

For far too long, women busty women were challenged when shopping to hit the pool - particularly when it came to finding something that fit properly on both the top and bottom halves.

Seeing an opportunity in the market, lingerie manufacturers began making bra-sized swimwear in order to help women find garments that fit their curvaceous forms. Full-busted brands such as Panache, Freya and Anita have led the way in creating lines to meet the obvious demand from women who want bathing suits that are as supportive and stylish as the bras they love.

This spring, another familiar brand will make a splash in swim, Elomi. The new collection incorporates not only bra-sized tops, but also the shapewear elements that have become so popular in recent seasons – and all for the full-figured woman. Like many of the bra-sized swim lines, Elomi Swim is mix-and-match, with three pieces designed to work in concert. 

Every one of the looks begins with a swim bra. This underwire design has all of the elements Elomi generally builds into its lingerie for curvier women. The swim bra is made from firm materials in order to ensure proper fit. First, the outer fabric itself is strong. It is further enforced with a sheer, inner layer of non-stretch fabric. These two textiles work together. Proper fit demands that the band be anchored to the body in the narrowest part of the ribcage, which means a firm fit. A wide backband helps achieve the necessary support to keep a full-figured woman’s bust lifted. Extra width is also beneficial for maintaining smooth lines across a woman’s back, as a too-narrow design would likely dig into softer flesh. The swim bra comes in band sizes ranging from 36 to 46 and cups DD-HH.

The bottoms come in three patterns – classic, skirted and high-waisted briefs. All three incorporate aspects of shapewear in order to provide a slimmer silhouette and hide the trouble spots that thicker women traditionally want to minimize. The classic brief is cut up to the waistline, and is designed with “firm support heavyweight fabric for control and hold,” according to the promotional materials. The high-waisted brief is on-trend, mimicking the retro lines seen so extensively recently in both lingerie and swimwear. Another benefit of the high-waisted brief, 
particularly for fuller figures, is the ability to pull the bottom to the narrower part of the ribcage and allow customers to enjoy the control-effects over the entire torso. Sizes for the briefs all range from 16-26 (UK).

The third component in the swimwear outfit is the tankini, which is optional. When women choose to include a tankini in their look, it is designed to be worn over the swim bra, in a way that hides the bra layer. Two styles – ruched and flared – allow for aesthetic variety. While these pieces are essential to a full collection, the real draw is the promise of bra-like support and shaping elements for full-figured women.

It’s interesting to note that while Elomi lingerie focuses on women with larger bodies and goes up to a K-cup in some styles, the swimwear currently stops at HH. It’s the full-busted lines that actually provide the largest cup sizes, with Freya extending to JJ-cup and Panache up to K-cup for some designs. As this is Elomi’s maiden voyage in the water, perhaps the line will expand over time to accommodate a wider range of sizes.

Even without an expanded size range, the Elomi Swim collection marks a body- and style-positive entrant into the swimwear arena, and for a body shape that is often underserved.

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! 

Three Simple Things You 
     Can Add To Your 
Lingerie Website to Increase
         Your Sales      
                     by Holly Jackson
I spend at least four hours a day looking at lingerie. Sometimes it's research for a column or a client, and sometimes it's for my own personal collection. There are some lingerie boutique sites I could probably talk you through with my eyes shut. The copywriter part of my brain sees lots of lingerie boutiques and brands making the same sorts of mistakes, and the consumer part of me then rebels and doesn't want to buy from them. Since we're all preparing for Valentine's Day, I thought I'd spend today talking about the three most common mistakes that I see boutiques and brands make on their websites, and how to fix them. 

1. Unhelpful size charts.
Almost every boutique or brand website has a section on how to find your bra size, but that's only one element of buying lingerie that will fit. Size charts need to have at minimum hip, waist, and bust measurements for each brand or item. Ideally, these measurements will also be listed in the product description, along with any tips for buying specialized items such as shapewear. 

Remember that your audience has no reference point for items that are sized with generic sizes like small, medium, or large. These items always need to be accompanied by exact measurements. Some consumers will be willing to guess at sizes, but many more simply won't buy or return if they don't find enough information. 

2. Not indicating an item is made to measure. 
I'm a huge fan of made to measure designers, and I almost always buy from them when I can. I've also missed out on buying items from several because they didn't make a note of their made to measure services in the product description. Most made to measure designers offer standard sizing and custom sizing, but many forget to mention custom sizing prominently. If you're a made to measure designer (or a boutique who sells their amazing creations), make sure that you let people know what their options are. 

3. Not leaving a way to continue the conversation.
This tip is particularly aimed at high end boutiques, but is worth keeping in mind for everyone. If you're selling luxury items, potential customers will want to ask you questions about them. It's a rough economy, and even people with plenty of money want to know that they're spending it wisely. Make sure that you let people know how to contact you, and return their email in a timely matter. One email can be the difference between someone who never comes back to your website and a customer for life. 

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

SheMakes Holiday Festival
The Daily Muse, Saatchi & Saatchi, 85Broads, and News on Women partnered together to host the first annual SheMakes Holiday Festival on December 3, 2011 in New York City. 
The goal was to celebrate and encourage women who create. From food to clothing, accessories and everythig in between, holiday shoppers were able to discover emerging talent and find unique gifts for the holidays. 

Love & Dream was chosen to participate. M by Mary Margrill, FlowerDetails, Baking for Good and more were also present. To see a complete list of vendors go to 
About Love and Dream
Love and Dream is a New York based intimates brand that debuted Fall 2011.
The line includes mix and match separates in rich plum and sensual mercury. All products are manufactured in New York's garment district. 

For more information go to or email  

    Lingerie Trade Show 
Designer Showcase Returns
            to NYC
                           by Luis Paredes
The second edition of the Lingerie Designer Showcase returns this coming February as NY's premiere venue for independent lingerie designers and emerging brands. Show dates are February 21 - 23, 2012 at the AKA Hotel Residences (on 44th street between 6th and 7th avenues) in New York City. 
Newcomers to the Designer Showcase include Priscilla Jade Lingerie by Priscilla Codinach; Toad Lillie, a handcrafted lingerie collection by Laurie Shapiro; Dottie’s Delights by Stephanie Kuhr; Good Night Gilda by Whitney Galitz; the luxury Sleepwear brand Ann Vogue by NYC-based designer Asi Efros and Frances Smiley Lingerie.
Also, returning to the show is the eco-conscious lingerie line, Clare Bare Lingerie and Ombrato Sleepwear by Masako Shirokawa.   
“We’re incredibly thrilled to have all of our new and returning exhibitors,” said Luis Paredes, the show’s organizer. “Buyers will absolutely love the designers we have on board and they will have the chance to really get to know them and their collections through the Lingerie Journal in the next two months and finally at the show.” 
The Lingerie Designer Showcase is a new lingerie trade show designed to give independent designers and emerging brands the opportunity to meet and do business with buyers in an intimate setting. The show is free for buyers to attend.
“It’s rare in the tradeshow world to get the opportunity to really get to speak directly to designers in such an intimate setting. Some of our newest products are from two of the companies we met at the Showcase and it is absolutely at the top of our ‘must attend’ list for 2012,” said Nicole Cordova of the online boutique
It's a small, affordable and effective show for designers explained Paredes. "Our goal to is to help them succeed by putting the designers first." 
Participating brands are supported at the show by the Lingerie Journal through a mix of aggressive marketing, PR and buyer outreach. On twitter, the show has a dedicated account - @TLJ_Showcase
"Our first show was a huge success for our exhibitors Clare Bare Lingerie, Ombrato Sleepwear and Fun Factory" said Paredes. "We were able to promote and raise awareness of their brands and each of the exhibitors were able to do business with visiting buyers at or after the show." 
One of the reasons for the show’s success explained Paredes, is how affordable the show is to designers looking for a venue that will not eat up their entire yearly budget. Rooms can be shared and costs divided between designers as well. 
Luna Logo, owner of the online boutique, added, "I think this is wonderful. It's great that designers get a chance to meet with buyers in this intimate setting. At a lot of convention shows, you don't get a chance to do that and I think it's great they get one-on-one time."
Also on schedule for the show is a seminar for buyers and a networking social at the show to bring together designers and brands. More details will be announced soon said Paredes. 
Buyers interested in attending can stop in any day of the show or schedule an appointment on the show’s site:  
Interested Designers can also get and request more information:  
"We have limited spaces and are almost sold out so if you'd like to join us, please let us know soon," noted Paredes. "We're going to make this the best show yet." 
The Show is being sponsored by Eucalan Lingerie Wash; the online lingerie directory, and Love Me Sugar, a line of vintage inspired sleep masks and accessories.

Red Daisy at CurveNY
Created by New York-based entrepreneur and fitness buff Phylise Sands, Red Daisy™ provides impeccable support and style in contemporary designs crafted from the finest materials sourced throughout the world. Red Daisy combines the engineered support of a performance sports bra and coordinate bottoms with the high-fashion allure of European lingerie in unique designs setting a new standard in luxury sports bras and coordinates. Red Daisy celebrates inspirational women who pursue their personal best. Today’s woman lives her life to the fullest and Red Daisy active intimates and active wear are designed to support and flatter her every step of the way. The collection is designed to be active wear, with lingerie styling and can be worn as inner wear or outer wear

The Cups: Support Beyond Compare 
Red Daisy sports bras offer athletic women comfortable support through cups engineered with a three-layer fabric construction to provide superior bounce control. 
Their molded cups support the breast in bra designs available with or without under wires. For women who prefer a more body conforming fit, they offer a European-style pull-over bra that delivers maximum bounce control.
The Bottoms: Made to match 
To compliment the bras and allow for a fashionable coordinate look, the collection also has a low rise Capri pant, a long tight, a low rise brief and boy short all with light compression and body moisture system for breathability and freshness.
The Fabric: Luxurious to the Touch
Red Daisy sports bras; workout tights and intimates have an enviable luxe feel in patented Sensitive® Fabrics by EuroJersey SPA, one of the finest mills in Italy, combined with Lycra® spandex for enhanced comfort and freedom of movement during all types of fitness activities. Patented Sensitive® Fabrics have a thin construction that is light and soft against the skin, offering excellent resistance to abrasion and enhanced breathability to maximize comfort and performance.

To help with the initial launch of the product, Red Daisy has teamed up with George Hardy Sales and Marketing, a consulting firm with a long history in the lingerie and intimate apparel industry. Their President, George Hardy was quoted as saying, “I’m really excited to be working with a great brand and very talented team starting with the creator and owner, Phylise Sands. Right now there is nothing like Red Daisy in the marketplace and the initial “buzz” in the industry from Women’s Wear Daily and other media confirms this.”
See booth Red Daisy at CurveNY  BOOTH 105
Contact information- Website- George Hardy- 919.676.8190 Email- Website-  

The International Lingerie
Fashion Show Continued 
              Photos by Jerome Hamilton
                             Tia Lyn Lingerie 
               Intymen by Underwear Station 
               Intymen by Underwear Station 
                            Tia Lyn Lingerie 
                        Seven 'til Midnight

                        Seven 'til Midnight
                        Seven 'til Midnight
                        Seven 'til Midnight
                        Seven 'til Midnight
                        Seven 'til Midnight
                        Seven 'til Midnight
                        Seven 'til Midnight
                        Seven 'til Midnight
The International Lingerie Fashion
       Show Continued on page 4

Eldorado Releases 2012
    Valentine's Catalog 
Distributor's customers get in the mood… for sales
Award-winning adult distributor Eldorado is proud to release its 2012 Valentine's catalog. The latest catalog from the Colorado company hits the streets this week and is stocked with the latest couples toys, mood-enhancers, lingerie and novelties from the adult industry.
"Team Eldorado is proud to release another effective Valentine's catalog," says Eldorado CEO and founder Larry Garland. "We’re excited and ready to help our customers kick off 2012 with a profitable Valentine's season."
"Eldorado catalogs always make my job as a storeowner easier," says Sharon McElwee of Friends 4 Ever in Corpus Christi. "The new Valentine's catalog is an invaluable tool that makes ordering the best-sellers my customers want -- a snap," McElwee remarks.
The 2012 Valentine's catalog from Eldorado features a tremendous selection with items from Kama Sutra, Pipedream, Cal Exotics, Extase, Icon Brands, LELO, JOYA, Liberator, Earthly Body, Avelli, Sportsheets, OhMiBod, Classic Erotica, Kheper Games, Doc Johnson, and Hott Products, just to name a few. Plus sexy and seductive lingerie from Dreamgirl, Rene Rofe, Fetish Fantasy, Queen of Hearts, Pink Lipstick, Elegant Moments, Seven 'til Midnight, Coquette, Magic Silk, Fantasy Lingerie, and so much more. 
Contact your account manager today at 800-525-0848 to get your copy.
About Eldorado
An award-winning distributor of adult toys and novelties, Eldorado is committed to providing products that enhance special occasions for adults everywhere. Eldorado prides itself on sensational service, outstanding product selection, and unsurpassed delivery to and for its customers. For more information please contact Eldorado's sales department at 800-525-0848, or or visit or

         Electric Lingerie Inks Exclusive Deal With Starnet
 for European Distribution
Electric Lingerie has partnered with one of the most innovative lingerie distributors in the world, France-based Starnet, which has picked up Electric Lingerie for European distribution.
We’re excited to welcome the New Year with expanded distribution in Europe. With Starnet’s new structure and the fusion with its French partner company, they become the biggest European company for sexy lingerie.
Involved in the sexy fashion market since 1995, Starnet is specialized in the Import/ Export business of luxury lingerie items.
Parallel to its importer activity, Starnet, which is immersed in the new technologies since its creation, has always used innovative techniques of marketing and commercialization to allow its distributors to be several lengths ahead.

Since 2001, Starnet is one of the first European companies to invest massively in the “affiliation system” in a B2C market (sponsoring system allowing a partner company to get commissions on every sale made). In 2003, the membership system used to represent 40 % of the global turnover of the company. 
With Starnet’s global reach, Electric Lingerie furthers its position as a top label for sexy lingerie all over the world.
Electric Lingerie is currently in the running for a prestigious 2012 AVN Award in the Best Lingerie category.
Electric Lingerie is constantly debuting the newest, most exciting designs in lingerie. Offering everything from bras and panties, Electric Lingerie also offers beautiful body stockings that are perfect just in time for the winter.
Electric Lingerie is constantly debuting the newest, most exciting designs in lingerie. Offering everything from bras and panties, Electric Lingerie also offers beautiful body stockings that are perfect just in time for the winter.

Wisdom, from Seniors... 
-- The best way to forget all your troubles is to wear tight shoes. 
-- The nice part about living in a small town is that when you don't know what you're doing, someone else does. 
-- The older you get, the tougher it is to lose weight because by then your body and your fat are really good friends. 
-- Amazing! You hang something in your closet for awhile and it shrinks two sizes! 
-- I read this article that said the typical symptoms of stress are: eating too much, impulse buying, and driving too fast. Are they kidding? That is my idea of a perfect day! 

KKR May Acquire Pacific
Shares in Australian troubled underwear manufacturer Pacific Brands shot up as the company received an unsolicited approach from private-equity firm Kohlberg Kravis Roberts.
Shares in the retailer jumped 14% to A$0.64 a share after reports of the approach broke.
In an Australian Stock Exchange filing, Pacific Brands confirmed that it is engaged in preliminary discussions with KKR regarding a possible acquisition, but that there is "no certainty that these discussions will lead to any agreement being reached between the parties".
In August, Pacific Brands reported an A$131.5m loss for the financial year as it booked some $235.3m in impairment charges relating to non-cash write-downs, one-off transformational costs and divestments. 
Sales were down 7.3% to $1.6bn.
Pacific Brands is being advised by Flagstaff Partners and Minter 
                '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                                  


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