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In This
Issue

NandoVision

Risque Wigs

Gozooko

Studio Time

Tia Lyn 
Lingerie

International Lingerie Shows

McPete Sales

The Underfashion Club

Styles Fashion

Articles Of Interest

McPete Sez Celebrates 300th Issue
Page 1

Giveaway Winner Announced
Page 1

Sneak Peek Video of The 
International Lingerie Show
Page 1

Trade Pacts Extended
Page 1

CurveNV 
Page 2

So Curve So Swim Fashion 
Show
Page 2

Intimate Graphics-
Vibratex Debuts Violet at ILS
Page 2

Business and Technology
Page 2

Create Lingerie: Videos - Soak Jesus Fernandez, The Little Bra Company
Page 2

McPete Sez
Mailbag
Page 2

Fab Foundations
Page 3

Three Easy Ways To Make 
Your Press Release Stand Out
From The Pack
Page 3

The Lingerie Journal 
Goes Print
Page 3

So Curve So Swim Fashion 
Show Continued
Page 3

Ask the Gozooko Guys
Page 3

Ask Andy
Page 3

So Curve So Swim Fashion 
Show Continued 
Page 4

Sportsheets Implements QR
Technology
Page 4

The Addict Expose
Page 4

High Tech Garments Meet Fashion with INTIMACY 2.0
Page 4

In The Toybox with Alexandra Cage
Page 5

So Curve So Swim Fashion 
Show Continued 
Page 5

MCPETE SEZ CLASSIFIEDS
Page 5

The Buzz
Page 5

Reps Corner
Page 5

Shows & Events
Page 5




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                                      Page 3      
Fab Foundations
                           by Ali Cudby
               Feeling Like A Boob: 
The Emotional Side Of Bra Shopping
Anita, a 45-year-old mother of two, knew she needed to go bra shopping, but after gaining a few pounds, she didn’t want to spend money on herself until she had dropped the unwanted weight. Feeling embarrassed about her body and her H-cup breasts, she let her too-small bras fall into tatters, which made it difficult for her to feel professional in the clothes she wore to work each day.
Christina, a 24-year-old schoolteacher, had been hearing the same refrain for years from the sales ladies at the shops. Whenever they spotted her petite frame, they told her to look for training bras in the children’s department, or worse, they suggested that she didn’t need a bra at all. Christina was too small for most lingerie, which ultimately made her feel less like a woman.
Tess, a 36-year-old lawyer, looked at her chest and felt utterly deflated, much like her breasts after nursing two babies. Without knowing any better, she continued wearing her 34D bras and assumed the sagging was a reality she would just have to accept.
What do these three women have in common? Their self-esteem is a major factor in their thinking about bra purchases. When women walk into the fitting room, they are followed by an emotional shadow, oftentimes having to do with negative feelings about their bodies. As Sarah Wiener, owner of Trousseau in Vienna, Virginia, observes, “You're not really fitting just the bra, you’re fitting a woman's self-image, her body image, and the societal perspective, and that comes with a lot of baggage.” 
Some women feel a sense of breast shame and that’s reinforced by messages projected on a daily basis in the media. All too often, women who are confident and successful in other realms of their lives walk into a lingerie store carrying anger and anxiety. Stepping into the fitting room can ratchet up insecurities that may already exist and while many saleswomen are mindful and supportive, unfortunately, too often even casual comments made in shops can result in women feeling worse about themselves. 
Small-busted women have heard it all. Being told to shop in the children’s department for training bras, get implants, or even go without wearing a bra can make the less-endowed feel like they don’t even count. 
Amanda Sage Barnum, blogger for 32aabra.com reports that, “when you can’t even fill an A cup, it’s like you don't exist as a woman.” 
Full-cupped ladies may end up feeling like they are too much woman, as if an overabundance is somehow unseemly. One shopper even reported that she walked into a high street store, only to have the salesperson tell her she needed to have breast reduction surgery.
With comments like that, it’s no wonder women feel heightened apprehension about their bodies when bra shopping.
“No matter how old, inexpensive, or ill-fitting your customer's bra is, it is not your job to make her feel uncomfortable,” says leading lingerie blogger The Lingerie Addict. In fact, the opposite is true. 
Whatever unfortunate experiences a woman may have had in the past, retailers have the opportunity to care for each customer’s self-image when she walks through the door. Some shops manage this interaction seamlessly, and ultimately forge powerful relationships with their customers. 
Keeping the conversation focused on the positive ways in which excellent bra fit enhances a woman’s posture, physique and overall health enables customers to enjoy a shopping experience in which each person feels like a respected human being, and not a commission. Paying attention to each individual’s needs and unique fit solutions may take a little more time and effort, but when women feel heard and valued, the result is happy, loyal customers. 

Ali Cudby is the author of the book Busted! The Fab Foundations™ Ultimate Guide to Finding Your Best Fitting Bra (Fall 2011), and owner 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, author page on Facebook. Contact Ali and download a free chapter of Busted! http://www.fabfoundations.com/books/
    

     Three Easy Ways To Make 
Your Press Release Stand Out
          From The Pack
                             by Holly Jackson
As the lingerie world becomes further entwined with the online and social media worlds, we're all getting more and more press releases. Press releases used to be limited to traditional media outlets, but now website owners, bloggers, reviewers, and PR companies are dealing with them on a daily basis as well. 
Press releases are one of those writing tasks that seem easy. After all, they're short and they've got a set format. The problem is that everyone sees so many of them that they're easy to tune out. And while writing a press release is easy, making yours stand out from the pack is much harder. 
Here are three quick tips to make your press releases stand out that I've gleaned from being on both sides of the process:

1. Do Your Research.
I'm a lingerie copywriter, but I'm also a blogger and reviewer for the full-busted bra market. Nothing bothers me more than getting pitches that don't apply to me. I can open up the best written press release in the world, but if the bras won't fit me I won't remember it. That sounds selfish, but it's hard to take a company seriously that can't even bother to do basic research about the person they're sending something to. 
Now, I'm not saying you have to do a background check on everyone you send a press release to, but there are some basic questions you should ask yourself. Is your product relevant to this person? Can they use it personally (or can their customers or readers use it)? Is there any way you can make your pitch more personal? Answering all of these questions will put you two steps ahead of many other companies out there. 

2. Use Relevant Statistics.
When you're writing the company profile section of your press release, it's easy to pull out all of the statistics about your company to sound impressive. You want to sound bigger and better than everyone else to capture the attention of the person reading it, right? 
Here's the problem: To many people, numbers in vacuum don't mean much. You can cite amazing growth numbers and tell people how many bras you've sold, and many people will just close it and keep reading their next email. 
Numbers in a press release really only work in comparison to other numbers. For instance, if you've sold 50,000 bras this quarter, that doesn't mean much. Is that large or small for your market? However, if you've sold 40% more bras than your closest competitor, that number means something to a reader. It gives them a basis for comparison that they didn't have before. 

3. Have Fun With It.
Your press release doesn't have to be staid and buttoned up. In fact, it might get more attention if it's not. If you're stuck on what to feature, think about the things that truly delight you about the product you're selling. Is it the heirloom lace details or the different candy-like colors your product comes in? Enthusiasm is contagious, and showing how excited you are about the product won't make you unprofessional. After all, if you didn't love it you wouldn't be selling it, right?

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,  www.thefullfiguredchest.com. Her list of copywriting services can be found here. 

The Lingerie Journal Goes Print
                           by Luis Paredes
Yes, it’s true! In 2012, we’re offering a print version of the Lingerie Journal to our readers! For over a year, we’ve received requests from buyers for a print version of the Lingerie Journal so we’ve been feverishly working behind the scenes on developing a unique print product.
The first 100 subscribers receive a free first-year subscription. Normal cover price for a year’s subscription will be $30 for U.S. subscribers and $80 for international subscriptions. Our new print publication will, initially, be published twice a year and mailed directly to subscribers.
How to Subscribe
Subscription is now open: http://thelingeriejournal.com/subscribe-to-the-lingerie-journal-in-print/ 
In the next few weeks we’ll unveil more details about The Lingerie Journal in Print including features and upcoming editorial. We promise that this will be something fresh, new, informative and exciting that leverages all of the Lingerie Journal’s resources. 
Brands interested in being featured and for advertising information, please contact me directly at luis [at] thelingeriejournal.com or use our contact form.
We’ve always worked at innovating and helping the lingerie industry move forward. Last summer, we gave emerging designers and brands the opportunity to reach buyers with a new trade show and in 2012 our Print publication will bring the best of Lingerie into everyone’s hands. 
Stick with us, subscribe, click and keep on reading! Things are getting exciting!

Charming Shops Launches Sonsi
Plus-size women's wear retailer Charming Shoppes Inc is taking its brands global, launching online sales for its own Lane Bryant, Cacique, 
Catherines, Fashion Bug and Loop 18 brands, as well as more than 300 other labels on its Sonsi.com global shopping hub.
"We're excited to serve plus size women around the world, from Canada to the United Kingdom to Australia and beyond," says Brian Woolf, group president of Lane Bryant, Lane Bryant Outlet & Cacique. 
The move opens up the brands to shoppers in over 80 countries and territories worldwide. All international orders are inclusive of duty, VAT and customs clearance.

So Curve So Swim Fashion 
      Show Continued
          Photos by Jerome Hamilton







           






            
            

            
            

            
            



            
            
          


              
              
              
              
              
           
           
              


            

            
    
                 
           
           



             
             
             
So Curve So Swim Fashion Show Continued 
                          on page 4

Eldorado's Holiday Catalog 
      Hits The Streets
Distributor rolls out the naughty & nice for customers
Award-winning distribution powerhouse Eldorado is proud to release its 2011 Holiday catalog. The new catalog from the Colorado based company is jam packed with the latest holiday toys, fashions, and novelties from the adult industry.
"I'm extremely proud of our team for developing another powerful sales tool that will give our customers that extra edge during the holiday season," says Eldorado CEO and founder Larry Garland. "We're very excited about several new products that are sure to help retailers successfully close out the year." 
The 2011 Holiday catalog from Eldorado features new holiday items from Kama Sutra, Sex &Mischief, Leaf, Cal Exotics, Pipedream, Marc Dorcel, LELO, JOYA 4U, Liberator, Earthly Body, OhMiBod, Ozze, Intimate Organics, Vibratex, Doc Johnson, Toyfriend, Hott Products, and Topco, just to name a few. Plus sexy and festive lingerie from Dreamgirl, Rene Rofe, Elegant Moments, Seven 'til Midnight, Magic Silk, 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 sales@eldorado.net or visit www.Eldorado.net or www.EldoradoParty.com. 

                           45 or 82? 
Joe the lawyer died suddenly, at the age of 45. He got to the gates of Heaven, and the angel standing there said, "We've been waiting a long time for you." 
"What do you mean?" he replied. "I'm only 45, in the prime of my life. Why did I have to die now?" 
"45? You're not 45, you're 82," replied the angel. 
"Wait a minute. If you think I'm 82, then you have the wrong guy. I'm only 45. I can show you my birth certificate." 
"Hold on. Let me go check," said the angel, and disappeared inside. After a few minutes the angel returned. "Sorry, but by our records you are 82. I checked all the hours you have billed your clients, and you have to be 82..." 

Frederick's Narrows Losses
Lingerie and swimwear company Frederick’s of Hollywood narrowed its fourth quarter and full-year losses, despite suffering double-digit revenue declines.
Same-store sales fell 13.6% in the company’s fourth quarter to July 30. 
Full-year net loss is down 44%.
However, company chairman and CEO Thomas Lynch believes that Frederick’s is on the verge of a turnaround.
“We believe we have moved beyond many of the challenges that negatively impacted our financial results during fiscal 2011 and are now better positioned for growth,” he said.

                   'Ask the
Gozooko Guys'
Gozooko.com 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 gozookoguys@gozooko.com  

       ASK MARA
   ......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: askmara@shirleyofhollywood.com . I will promptly answer and gear my answer to you personally. 
Good selling, 
Mara
                         "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", "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