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  Bra Company Augments Wimbledon Purse 
WIMBLEDON, England - A bra company is padding the Wimbledon prize money.    Bra manufacturer Berlei chipped in $66,800 Thursday to make the women's purse at Wimbledon equal to the men's. 
Of the four Grand Slams, Wimbledon and the French Open pay the women less, while the U.S. Open and Australian Open pay equal prize money.    "It means a lot to me and a lot to the players," five-time Wimbledon champion Billie Jean King said Thursday. "We want to get closer and closer to equality across the board, in every area of life, so that we can walk side-by-side with men. 
"The All England Club was the first to push for open tennis the first time we had prize money. What is it about the extra amount that is so bothersome to them?" 
One of Wimbledon's arguments for paying men more is that they play five sets and women play only three. 
"You don't pay entertainers by the hour," King replied. 
The men's champion receives $960,250 this year and the women's winner gets $893,450.    Shaeron McKenzie, marketing director for the Shock Absorber bra, said the money will be donated because the company felt "passionately" about equal pay. 

      
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        Sao Paulo Fashion Week
The most anticipated show of the week took the first slot on day three of Sao Paulo Fashion Week. Alexandre Herchcovitch, a local star who generally combines the vibrancy and vitality of his homeland with precise European tailoring, showed clothes that were cut to perfection with a bounty of Brazilian bravado.
For summer 2004, the models leisurely strolled a flagged boulevard to some rousing piano music. The trumpet skirts clung to every curve, and the pants -- also slim fit and beautifully cut -- hung from the hip and tapered to the ankle.
Herchcovitch combined two of the week's hottest trends, layering and corsets, and placed boned bustier bras over simple T-shirts. The result was not the most practical or comfortable of looks and perhaps something best left for the catwalk.
Marcelo Sommer kicked off day two of Sao Paulo Fashion Week with his line Sommer, launched in 1995.
A fan of mixing modern and vintage, with a pop edge, Sommer's shows are regarded by the Brazilian fashion pack as one of the week's treats. For summer 2004, he leaves responsibility and recourse behind and heads to the down and dirty excesses of Acapulco. 
He opened with a teeny metallic, cut-out swimsuit, donning accessories to make any nouveau riche proud. Wearing exotic flower headpieces, shades and bowling ball earrings, the models completed their catwalk turn with a slither down the slide at the end of the runway.
A series of skirts and dresses in a mauve/silver floral print were some of the more wearable pieces. Others -- gray leggings with a derriere gap cut paired with a bandeau top, sparkle spandex leggings with candy stripe tops and quilted knee-length shorts -- would only work for the more flamboyant of the teen crowd, which goes wild for Sommer's humor. At least the Brazilians have the bodies for Lycra. Similarly, it would take a brave man to sport fitted pants with a threaded sparkle or floral silk PJ's for a party. Shorts were cut right under the buttock, tops bared flat, tan bellies and wedge heels and a globe handbag retained the level of tacky taste.
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 11/13 

   Chico's June Sales Surge 42% To $66m 
Leading women's clothing chain Chico's FAS Inc on Tuesday posted a 16.5 per cent jump in June same-store sales.
The Florida-based operator of 412 stores under the Chico's and Pazo banners said total sales for the five weeks to July 5 surged 41.7 per cent to $65.9 million from $46.5m in the year-ago period

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                   11/13
 
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4/8

  Demure Lingerie Line Launched in India 
NEW DELHI, India - A top French lingerie firm has a sure bet for expansion: selling its product in a nation where millions of women don't wear underwear. 
The French-designed Enamor line of bras and panties are mostly in white, with little lace and no see-throughs — and with an emphasis on comfortable cotton for India's hot climate. But they represent a radical change for India: female customers can actually try on a brassiere before buying it. 
The new lingerie, unveiled Thursday, was worn by models who tastefully displayed the demure line of panties and bras — themselves a major change from the way underwear is usually marketed in India. 
Tens of millions of Indian women who live in rural areas wear no panties because they are swathed in layers of petticoats and saris and use outdoor toilets. Bras are either not worn, or are home-sewn wraparound cloths, tied at the front. 
Even in cities, buying underwear is considered an embarrassing act. Men usually go into a shop, estimate their wife's or daughter's size and buy the product in an opaque box from a male clerk. 
Thus, even educated, professional Indian women go around in ill-fitting underwear. 
By contrast, the Enamor lingerie is to be sold in stores with female clerks advising women on the best fit and — almost unheard of in India — the customer can actually try on a brassiere before buying it. 
The Indian lingerie market, now valued at $347 million, has been growing at an average 12 percent per year, according to Gokaldas Intimatewear Ltd., the new French-Indian lingerie joint-venture that produces the Enamor line. Barbara Group, a French retail brand, is making the underwear in association with Indian garment maker Gokaldas Images. 
The target clientele is middle-class women, aged 18-40, who can afford to spend $3 to $6 on a bra. Enamor comes in 19 sizes, and in styles ranging from a denim stretch sport bra to a strapless peach satin bustier style for evening wear. 
Product demonstrations are planned at colleges and beauty salons. And in retail stores, "our consultants will be there to help the woman pick the right style and educate them on the importance of wearing right-fitting underwear," said brand manager Priya Puri. 
Still, it may be a hard sell. 
"Maybe in Delhi, the rich go for that — French things — but I already know what I want, what size, and I just buy them in bulk at the bazaar when I go home," said Kalpana Chittaranjan, a research analyst from Madras in southern India. 
Still, the new line may find a niche among those who have turned to expensive foreign imports that have been arriving in high-end malls in cities such as Bombay and New Delhi. 
"Just the other day, I went with my daughter and bought half a dozen" imported bras, said Carmel Gupte, who runs a clothing design and tailoring business. When they came home, her daughter said, "What would we do without these?" 
Gupte values the quality and fit, as well as the choice of fancy styles with lace and satin. "Everyone looks forward to that. We used to go abroad for it," she said.

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2/7

Lingerie maker Caely expects 30% rise in domestic sales
LINGERIE manufacturer Caely Holdings Bhd, which is scheduled to be listed on the KLSE second board on July 29, expects its ongoing exercise to give its distribution channels a facelift to help boost domestic sales of its products by 30% next year. 
Caely executive chairperson Theresa Fong Nyok Yoon said the company planned to upgrade 100 or so of its stockist outlets into contemporary boutiques highlighting in-house brands like Caelygirl, Slim Line and Nini. 
“We started the upgrading exercise recently and have already completed the conversion of 15 outlets in Kuala Lumpur and Johor Baru so far,” she told reporters after the balloting of Caely shares in Kuala Lumpur yesterday. 
Fong said the company should complete the upgrading exercise, aimed at attracting more walk-in customers, by 2005. 
From its plant in Teluk Intan, Perak, Caely produces about 10.8 million pieces of inner-garments annually, ranging from bras, briefs/panties and camisoles to bikinis, nighties, girdles, bodysuits and bustiers. About 80% of the output is exported mainly to North America, Europe as well as China. 
Caely, which sells its products through a multi-level marketing scheme, currently has 50,000 distributors and more than 150 stockists nationwide
                                                                                 
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