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Articles Of Interest
China Negotiations to Avoid 2008 Trade Problems
Page
1
Hanesbrands
to Cut 5000 More Workers
Page
1
Repeat of the Bra Wars?
Page
1
Limited Cuts Corporate
Page
1
The International Lingerie Show
Page
2
Buyers' Best Sellers
Page
2
Ask Andy
Page
2
McPete Sez
Mailbag
Page
2
International Lingerie Show Continued
Page
3
2007 Moonwalk
Page
3
Ask Kevin
Page
3
International Lingerie Show Continued
Page 4
Freshpair Prepares for Underwear Day
Page 4
Agent Provocateur Drops Moss
Page 4
The International Lingerie Fashion Show
Page
5
The Buzz
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5
Reps Corner
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Shows & Events
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Page 2
Bra Fitting Events Help
Bra Sales
A few weeks ago, Margaret Byrd saw a Macy's advertisement promoting a bra-fitting event at a St. Louis store. She called her granddaughter, who never had been fitted, to suggest they take the plunge together.
"A lot of people are wearing the wrong size," said Byrd, 78. "As you get older, you're probably wearing the wrong bra. I thought it was time to check it out."
Obviously, a lot of other women felt the same way as they jammed Macy's intimate-apparel department at lunchtime. A team of fitters, measuring tapes around their necks, darted into dressing rooms clutching plastic mini-hangers draped with dangling bras.
"When my grandmother said, `Let's get fitted,' I thought it would be a good idea," said Robin Lloyd, 41. "I found out I was wearing the wrong size. I'm glad I came. It was definitely an education, and I'll be letting my friends know they should at least try it."
When a retailer holds a bra-fitting event, it typically partners with one or more manufacturers to provide a group of fitters at different store locations over several days. The fitters measure customers in dressing rooms and bring them styles that work with their body types.
While retailers won't make public specific figures, they do say these fitting events push intimate-apparel sales up dramatically, with women buying bras at higher price points, selecting a variety of styles and adding matching panties, camisoles and other items from the department.
Fran Musante, a fitting specialist with Maidenform Brands Inc. in New York, said her team fitted 253 women and sold 500 bras at a recent three-day event in the New York-Connecticut area. And those were just the sales of Maidenform and Lilyette brands.
"We have them lined up at these fitting events. You put someone in a department with a tape measure and the women flock in," Musante said. "At the corporate level, they must say, `Look at the influx of business.'"
Although intimate-apparel departments now are primarily self-service, this has not always been the case. Some years ago, sales clerks fitted customers, showed them styles that were kept in a drawer and retrieved the right sizes from a storage room.
Things started to change in the early 1960s with a huge influx of styles, fabrics and colors. Vendors and retailers felt women would be more likely to buy if garments were displayed on fixtures. Also, it no longer proved practical to keep so much merchandise in drawers.
While intimate apparel specialty stores have continued to offer fitters, the service has dwindled at many department stores over the years. Although today most department stores offer some level of fitting service, many women think they have to wait for a fitting event to be measured, Musante said.
However, the growing response to these fitting events has made retailers see the need to expand the service.
Even Kohl's, the value-oriented department store, started having bra-fitting events last year. As recently as this month, it partnered with Olga to fit women at stores across the country.
Then there is the Oprah factor.
"`I saw this on "Oprah." I've heard almost every woman here say it," said Margaret Latham, a Vanity Fair selling specialist who was helping to fit women at the recent event.
Oprah Winfrey gave bra fitting an immeasurable lift in 2005 when it was a topic on two of her eponymous shows, both of which were rebroadcast last year. Since then, interest in the subject has been strong.
"Every woman watching, this is going to change your life," Oprah said on her program on May 20, 2005. "I'm revealing a beauty secret that literally performs miracles. ... Listen to this ... 85 percent of all women are wearing the wrong one."
And if women didn't get the point in that show, they surely got it on Nov. 15, 2005, when about 40 fitters from Seattle-based Nordstrom Inc. were flown to Chicago for an Oprah taping at which they measured almost 250 audience members, 94 percent of whom Oprah said were wearing the wrong size bra.
A few days after the show aired, a spokeswoman for Nordstrom said bra sales at the retailer had risen 189% compared with the year-ago period.
"The buzz is still out there," said Sandra Saffle, Nordstrom's corporate fit and prosthesis manager. "It's a wonderful time to be in this business. Ladies who were fitted a year ago are coming back in to repeat that experience."
And the experience has had a domino effect as women who are fitted tell their friends and relatives. In fact, said
Saffle, there are plenty of women of different generations - such as Byrd and Lloyd - coming in for fittings at the same time.
"It's the experience of doing it together," Saffle said.
Intimate apparel experts say women should get fitted once a year, or at least every other year. Weight and lifestyle changes, along with aging, are among reasons why a woman's size can fluctuate.
A poorly fitting bra can affect a woman's appearance and make her uncomfortable. It also can lead to back and shoulder pain.
The demand for fitters is so great that about a year ago Macy's started a certification program in which anyone who works in the intimate-apparel area must learn how to fit customers. Now there are about 60 to 70 certified fitters in the chain's Midwest division, with 26 certified in the St. Louis area.
13/13
The International Lingerie
Show
Specialty Trade Shows debuted the Adult Halloween Show along with their International Lingerie and Lingerie Classique at the Rio All Suite Hotel & Casino in Las Vegas, April 16-18, 2007.
Michael Moreira said, "I never thought that we would be in the Sexy Halloween Costume business but it was a “smashing” success. Most of the new Halloween exhibitors were very pleased with the show. We are seeing a new market mature in front of us. The Sexy costume is here to stay. New costume lines are being developed by many of the larger lingerie and dancewear companies as a significant revenue source. Both Rubie’s and Shirley of Hollywood (Who also exhibited in the new Halloween Room) had great sales from the new Halloween section. As far as we can see, we will continue the Adult Halloween Show on an Annual basis during the Spring International Lingerie Show. By having the top costume manufacturers and the retail stores trying to find new sources of revenue, the timing couldn’t be better. By having the show at the same time as the International Lingerie Show and Lingerie Classique, it becomes easier to produce a first rate trade show."
The International Lingerie Show continues to grow and develop into the best Sexy Lingerie Show in the United States. Each show brings new products and designs to the market place.
Specialty Trade Shows has also made some changes to help the Lingerie Classique buyer as well. The Lingerie Classique Exhibitors are now in the Miranda room. The Miranda room is now apparel only. This helped bridge the gap between the sexy lingerie and the intimate apparel (more mainstream) companies. All of the Lingerie Classique exhibitors had record shows.
The show's goal is to have a venue were the retailers could find all their intimate apparel needs at one show.
The Adult Novelty Exhibitors had some changes as well. As this is an ever-growing market,
Specialty Trade Shows has begun to consolidate both the manufacturers and distributors in one area. Many are now in the Brasilia room
to help the buyer find what they are looking for in one area and will also
enable the trade show to expand.
The show had a 20% increase in buyer attendance compared to last April and
had 275 exhibitors. Due to timing, the Adult Halloween section will not be part of the October Show. However, there will be many exhibitors with costume lines for the last minute buyer of adult costumes for this year.
Hope to see you all there October 1-3, 2007 at the Rio All Suite Hotel and Casino. Come and see all the great things that are going on. Find those styles and products that sell. If you are interested in exhibiting and joining the fastest growing intimate apparel trade show, please go to
the website at www.lingerieshow.cc
or contact Michael at 305-598-7019.
Fax: 305-598-7054.
Note: by clicking on the
photo's below, it will bring you to
their web-site. or to their e-mail if no web-site exists.
Photos by Heather Briggs
Remember to tell them you saw
them here.
Kaia Conzemius,
Richard Case and Elaine Blake smile
for the camera in the Body Zone Apparel booth.
info@bodyzoneapparel.com
Greg Avakian holds up a sexy shoe by Tony Shoes.
info@tonyshoesinc.com
Lisa and Kortney model Marie Antoinette by Charades
Costumes. charlie@charadescostumes.com
Bud Dunbar and Deb Gibson are surrounded by beautiful
non piercing jewelry by Arabesque Body Creations.
arabesqu@interbaun.com
In the Brass Head booth, Cindy Michell, Michael Micheals
and Franz Pass smile for the camera. brassheadinc@aol.com
Jurgita and Gemma model sexy garments by Hustler Lingerie.
info@hustlerlingerie.com
Karen Saegusa is busy helping customers in the Music Legs
booth. sales@musiclegs.com
In the Sharron Leslie booth, Leslie Aisenman is working
with customers. sales@sharronleslie.com
The International Lingerie Show Continued
on Page 3
3/12
Buyers' Best Sellers
Attention
All Buyers, Boutique
and Online Store Owners
McPete Sez wants to know what is your hottest selling garment. What is selling out
because McPete Sez readers want to know. Please send an email to info@mcpetesez.com
and include your name, your store's name, city and state along with a phone number
and email, stating your best seller, and who the manufacturer is.
If you would rather keep your best selling item a secret..... please
just tell us who the manufacturer is.
If your email is chosen, you will be contacted and
your email will be posted in McPete Sez, along with your store
information.
14/24
Tonto and The Lone Ranger
The Lone Ranger and Tonto were camping in the desert. After they got
their tent all set up, both men fell sound asleep.
Some hours later, Tonto wakes the Lone Ranger and says, "Kemo Sabe, look towards sky; what you see?"
The Lone Ranger replies, "I see millions of stars."
"What that tell you?" asked Tonto.
The Lone Ranger ponders for a minute then says, "Astronomically speaking, it tells me there are millions of galaxies. Time wise, it
appears to be approximately a quarter past three in the morning.
Theologically, the Lord is all powerful and we are small and insignificant. Meteorologically, it seems we will have a beautiful day
tomorrow. What's it tell you, Tonto?"
"You dumber than buffalo shit. Someone stole tent."
Sensual Mystique is looking for sales reps. Please
contact us
5/24
"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
Andy@mcpetesez.com
The "Ask Andy" Column is an opinion Column and may
not necessarily reflect the views of
McPete Sez
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The McPete
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From our Readers
To our Readers
For our Readers
Inquiries:
Some of our readers will have the answer.
Remember, our readers are in the same
Industry.
Retailers, Manufacturers and Sales Representatives
If
you have the answer.....Give
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If
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"Say it".
If you have a question......"Ask
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Do you have any show dates for
2002
Do you have any show dates or events that you would like posted for
2007? If so please e-mail them to me for posting
in our show section. Thank
You
End of Page 2
 
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