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Vietnam's Ex-Minister
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Global Counterfeiting Page 1

Canada Pressured
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Lingerie Thief Arrested
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Undercover Report
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Buyers' Best Sellers
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Ask Andy
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McPete Sez
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Lingerie Americas
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Electra's Lingerie Fetish
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Ask Kevin
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 Bra-Stuffing Lawsuit
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Lingerie Clad Runners
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Smarty Pants Page 4

February Retailers' Sales Review
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                     W O R D S
A husband read an article to his wife about how many words women use a day...30,000 to a man's 15,000.
The wife replied, "The reason has to be because we have to repeat everything to men...
The husband then turned to his wife and asked, "What?"

                    
10/12 
       Lingerie Americas – 
        The Beginning
  of a Seductive Journey
                           by Russell Van Brocklen
Lingerie Americas Inc. has intuited back in 2001 the stringent necessity for a particular environment for the lingerie manufacturers to connect and present their products to retailers. This leads to their future goals: they have developed a world-class trade show for the retailers all over North America. 
They have created the perfect opportunity for lingerie retailers to display their products, increase the levels of their sales, and to make connections with representatives of the international industry as well. Starting in August 2002, Lingerie Americas has proved its remarkable influence and contribution to the lingerie industry all over the world, and this is confirmed by the lingerie experts and the exhibitors who attended their trade shows. 
Today, the trade shows organized by the Lingerie Americas have become the main point of attraction for the national and international lingerie manufacturers, who exhibit their brands in a high quality environment that attracts each season an ever growing audience and buyers from many different countries. The man who accomplished this is Patrice Argain, C.E.O of Lingerie Americas. He managed with his strong sense of responsibility, creativity and organizational skills to bring the field of lingerie at a whole new level of couture standards, with trade shows such as the ones from the New York Market Week, which brought his company an international reputation. 

Meeting the needs of their clients
Recently, the C.E.O of Lingerie Americas announced that in August 2007 they will launch a brand new location, at the Venetian Hotel Resort, Las Vegas. The thought process behind this decision was to attract more visitors from the West Coast, after the huge success obtained with the New York shows. The first important location for their trade shows was New York, and it is easy to understand why they have chosen this location: the large number of specialty and department stores, as well as the high number of prospect buyers and visitors. 
Patrice Argain was satisfied with the results and the impact of the New York show, but the issue was that only twelve percent of the visitors were actually coming from the West Coast. Lingerie Americas decided to focus once again on the needs and the interest of the buyers and exhibitors by researching the market and coming up with an optimized solution to this problem. They found that the solution was to hold a trade show on the West Coast. 
The survey conducted by the company’s experts has come to the result that for majority of the exhibitors and the retailers consider Las Vegas as the best location on the West Coast for a lingerie trade show, due to the numerous events and shows that take place there weekly. Regarding the impact of such a decision, the president of Lingerie Americas said:
“We expect to be successful in Las Vegas for sure”
The impact of the Las Vegas trade show is predictable, but it also depends on the number of brands brought in the show. “If we are able to bring to Las Vegas the same number of brands for sure we will have the same number of attendees. Maybe we will lose those 12 or 15 percent of our visitors, but we think that we will have more buyers”, considers Mr. Argain.

Exquisite achievements for the Lingerie industry
It seems that the actions of the Lingerie Americas are oriented on a good track and focus on the needs of the lingerie retailers and the customers all over the world. The same thing happened in August 2006, when the runway show was shifted from one night to three days, bringing both the exhibitors and the visitor’s unexpected benefits. The fashion show highlighted the high quality of the products by assuring the visibility of the products, which was the most effective way to present the lingerie products for the interested audience. 
The issue of space was solved by choosing the Puck Building in Soho where an exquisite fashion show took place in the evening after the trade show, enchanting the eyes of the visitors and several journalists and TV channels. It was an excellent choice for Lingerie Americas and for all the participants, “a very direct and commercial link”, as Patrice Argain declared. 
The difference between the New York show in August was that the fashion show brought Lingerie Americas nearly 600 attendants, unlike the shows in smaller areas, where only 100 people were attending the show. Mr. Argain said that “We had three shows a day but it doesn’t give the same impact and the same image.”
The last reason behind choosing the location and the timing of the Las Vegas trade show was that in February it is the beginning of the season and the Paris International Lingerie Show takes place in the last Friday of February, and it is difficult for the exhibitors to bring all their products before the fashion show. Therefore, the objective of the show was a commercial one, to attract the customers in this ever changing environment of the lingerie market.
As far as the Las Vegas show concerns, the Lingerie Americas decided not to include a runway show at this point, in order to get a feeling of the West Coast market first, make some market surveys, check the retailers and then decide if this is an option. 

Changing the trends of lingerie trade shows
The changes brought by Lingerie Americas are obvious for the lingerie designers and buyers, because the company focused on following the market in it’s surprisingly evolution. They have decided to invest more finances in promoting the lingerie shows, to adopt striking marketing strategies and raise the exhibitors’ sales high sky. The trade shows created by Lingerie Americas are customer oriented and follow the ever changing lingerie market. 

Main goal: the high quality of the lingerie products
Regarding the biggest trends on the lingerie market that could positively influence the evolution of independent shop owners is not related to the fashion trends as one might think, but “the level of the quality of the product”, as the C.E.O. of Lingerie Americas advises us. If the retailers could focus on the quality, creativity and comfort of all their products, the success will be a sure fire thing. This is the only way to change the women’s conception that a nice looking product doesn’t last at all. 
“When you have a high hand product, the product lasts, so you can match comfort and great creativity.”
The present tendency of female customers is to choose style over proper fitting. The high end lingerie brands are definitely a turnover for many women, who discover that the quality cannot be denied. The comfort is amazing, and it is hard to find another product that feels so well on their body.
Therefore, the retailers should concentrate on explaining their customers why the high end lingerie products are the best choice, why they fit so well and why they should purchase it. Advertising the most famous brands means showing the customers that choosing a product that doesn’t last and doesn’t feel comfortable can be changed only by learning more about the lingerie products.

Approaching the new segments of the lingerie market such as the young girls demographic segment 
A new segment on the lingerie market represents the young girls, who need lingerie products that satisfy their needs of style and proper fitting as well. Patrice Argain considers that the size is not an issue, but the style can raise issues in what concerns this demographic segment. “It’s a new market”, he says, and the retailers could successfully exploit it with great results if they will follow the needs of the young women customers.

      Future trends for the Lingerie industry
Patrice Argain also exposed his opinion about the trends of the lingerie industry for the following years. The abundance of lingerie products manufactured in Asia has given more power to the lower end segments of the market, creating a huge pressure on the prices. “The quality is going down as well”, Mr. Argain underlines, but “on the other side, the quality is increasing”.
The online stores have managed to develop great businesses in the lingerie field and their success seems to maintain also in the next years. The lingerie field is turning global and it is often associated with lots of things, like beauty products or jewelry, which is definitely a promising segment of this market. 

                We are here for our clients
The future of the lingerie market is promising, indeed, especially when true professionals like the Lingerie Americas Inc. are ready to support it and bring their creative solutions to retailers and buyers all over the world. 


14/24                    www.delicateillusions.com

Electra's Lingerie Fetish
Carmen Electra, the former 'Baywatch' star loves wearing racy underwear and recommends naughty knickers for any woman who wants to spice up their sex life.
Carmen said: "I have a lingerie fetish - I love it.
"Don't be afraid of kinky clothing or accessories in the bedroom, it's fun if you get into lingerie or boots.
"And get your girl in high heels - it doesn't get much sexier.
"Sex is all about communication. Don't be afraid to reveal your fantasies."
The 34-year-old model-and-actress also recommends taking a woman out to dinner on a first date.
Carmen, whose ex-husband is rock guitarist Dave Navarro, said: "Dinner is a great first date. Don't believe that stuff about girls not wanting to eat on a first date - sharing a romantic meal is so sexy. 


7/24 
Forplay™ Inc. Launches 
      Music Venture 
Forplay™ Inc., a leading designer and manufacturer of ultra-sexy women's lifestyle fashion and apparel (www.forplayonline.com); and Water Music Records™, a leading dance and chill-out record label distributed by the Universal Music Group™ (www.watermusicrecords.com), today announce a joint-venture to produce Forplay™ branded music for worldwide distribution. The announcement was made today by Houman Salem, the CEO of Forplay™ and Brad Pressman, the President of L.A.-based Water Music Records™.
Music adds a third dimension to Forplay™ by giving it a voice and personality that will allow consumers to align with our brand. In addition, we will now have the vehicle to exploit fast emerging digital technologies such as YouTube, iTunes, and MySpace to create awareness and further reinforce the Forplay™ brand 
Under the terms of this multi-year agreement, Forplay ™ and Water Music Records™ will produce, market, and distribute two separate collections of Forplay™ branded CDs simultaneously. The first collection titled "Club Forplay" will feature a compilation of all dance music, while the second collection titled "The Forplay Sessions" will feature tracks of down-tempo, lounge, and chill-out genres of music.
"Combining music with our particular style of fashion is an essential component of our global brand strategy," commented Salem. "Music adds a third dimension to Forplay™ by giving it a voice and personality that will allow consumers to align with our brand. In addition, we will now have the vehicle to exploit fast emerging digital technologies such as YouTube, iTunes, and MySpace to create awareness and further reinforce the Forplay™ brand," concluded Salem.
Forplay™ currently sells its products at over 3,000 boutique and specialty retail store chains worldwide, and sales of CDs at these establishments will not only be an attractive new product offering, but also a profitable opportunity. Combined with Universal Music Group's massive distribution prowess, this joint-venture can prove to be a win-win for all concerned. "Universal Music Group has given us the best pipeline available for distribution of our products in the mainstream markets and now we are able to plug in a great new product via our association with Forplay™. Universal's distribution is quite strong, reaching retail establishments from Boarders to Target, as well as large department stores such as Nordstrom. If the product fits, Universal can create great exposure for a new CD title at retail," commented Pressman.
Forplay™ and Water Music Records have tapped world-famous DJ Mark Lewis to compile and mix the first release of "Club Forplay", due out on April 3rd. The first release of "The Forplay Sessions" is due out later this year, with subsequent releases of each title slated for once per quarter.
About Forplay™:
Forplay™ Inc. is a leading designer and manufacturer of ultra-sexy women's lifestyle fashion and apparel including Lingerie, Clubwear, Dancewear, Swimwear and sexy adult Costumes. Recognized worldwide for its distinctive and ultra-sexy brand of fashion, Forplay has become a favorite among top celebrities including Carmen Elektra, Paris Hilton, Lindsay Lohan, Traci Bingham, Tori Spelling and many more. Forplay's flagship retail store was founded in 1986 on legendary Hollywood Blvd. Today, Forplay products can be found at over 3,000 boutique and specialty retail store chains worldwide including all Hustler Hollywood, Ricky's-NYC, Lovers Package, Touch of Romance, Cindies, and Love Boutique stores. 
About Water Music Records™:
Water Music Records is an L.A.-based recording company operating under the Universal Music Group family of companies. Founded in July of 2000 by record industry veteran Brad Pressman, Water Music Records releases, markets and distributes music in various sub-styles of Electronica including Chill Out, Lounge and Down-Tempo music. Its sister label Water Music Dance releases CDs, EPs and Singles in the Trance, Dance and Techno genres. Considered one of the leading Dance and Chill Out labels in the Unites States, Water Music Records has achieved over 15 Top 50 albums and 2 Top 25 singles. Since its inception, Water Music Records has released over 110 projects, both artist albums and various compilations. 
About DJ Mark Lewis:
Mark Lewis has been a leading figure in the dance music industry and has earned an unchallenged reputation for producing successful DJ music sets worldwide for over 17 years. Mark Lewis' unique style of cutting-edge tribal house infused with progressive riffs has kept him in demand around the globe performing live to audiences in excess of 20,000 people per night. Mark Lewis regularly tours with other legendary DJs including Carl Cox and Paul Oakenfold.    www.marklewisglobal.com

 

10/12  
"Ask Kevin"
      For all of your website questions...
Kevin and his wife have been retailing lingerie and adult products since 1988. They believe that a large portion of their business success came from the  addition of their websites to their retail store and that in today's fast paced market, internet marketing goes hand in hand with any business.
Kevin's personal site design experiences include all levels of internet marketing and design including secure server ordering processes, merchant account integration, HTML editing, photo editing, graphic design and banner advertisements. All of which are needed on a business style website.
Kevin also designs websites and consults clients who want to do more business online.
Kevin welcomes your questions and comments regarding website design, internet marketing, photo editing, domain registrations hosting and more. For serious website entrepreneurs, he recommends this course for complete Internet marketing training. Internet Marketing & Site Optimization Tips: http://www.marketingtips.com/t.cgi/848190
You can ask Kevin your questions at Kevin@mcpetesez.com

The "Ask Kevin" Column is an opinion Column and may not necessarily  reflect the views of  McPete Sez.   


      
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