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International
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Styles Fashion
Articles Of Interest
US Trade Lobbying Ban Hurts Textile Industry
Page 1
Re-Used
Box Option
Page 1
Asian Floor Wage Campaign
Page 1
Intimate Graphics
Page 2
CurveNY Fashion Show
Page 2
Buyers' Best Sellers
Page 2
McPete Sez
Mailbag
Page 2
CurveNY Fashion Show Continued
Page 3
Business & Technology
Page 3
Ask Kevin
Page 3
Ask Andy
Page 3
CurveNY Fashion Show Continued
Page 4
M&S Cuts Return Policy - Angers Customers
Page 4
Hanesbrands to Test Apparel on Mount Everest
Page 4
CurveNY Fashion Show Continued
Page 5
The Buzz
Page 5
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Page 5
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Page 2
Intimate Graphics
Time to talk Video
by Luis
Paredes
How do you prove that a bra cup stays in place without the aid of adhesives? How do you show that a device helps women prevent wrinkles in their
cleavage area and alleviate neck pain?
Niche Intimate Apparel products have a hard time showing exactly how their
products work and their manufacturers are often unsure how to educate consumers.
What to do?
Show your customers how your product works using a Video!
In this age of YouTube, videos convey how your product works more effectively than an overpriced print ad in a trade magazine.
David Blacklock of BustFree USA and Cathinka Chandler of Kush Support used the power of Video to effectively show what their products are about.
BustFree USA manufactures bra cups made of expanded polyurethane that adhere to virtually every fabric. Specifically, the bra cups stay in place on
women’s breasts thanks to the cups Velcro-like cling. There are no adhesives
on the inside of the cup as the fabric safely adheres to the outside of the cup
keeping everything in place.
Really? Yes, explained Blacklock. “Once women understand how our product works, they love it! The cups are hypoallergenic, soft on the inside,
don’t cause irritation, and can be worn with virtually every garment.”
Even though BustFree USA is winning over customers, Blacklock enlisted the
help of the Texas-based video production house digitalEdge to create a minute-long commercial about his product.
“They did a great job,” said Blacklock. “It was well worth the time, effort and
money.”
In terms of time, Blacklock explained that it took about four meetings over the course of a few weeks to discuss a script for the commercial with the team at digitalEdge, develop storyboards, and schedule out the shooting and logistics of the commercial such as securing a location and models.
Afterwards, the video shoot took only a day and another half day was used to shoot still shots for the commercial.
Editing took the bulk of the time with digitalEdge dedicating a week to postproduction.
See BustFree USA's video http://www.bustfreeusa.com/commercial.php
For Kush Support, Chandler used the talented team of Fluid Media, Inc. to create a video for her product.
“We realized that we have two markets – maternity and women with breast implants. This last commercial we did is targeted to women with breast implants,” explained Chandler. “These women wake up with neck pain that they didn’t have before the implants. Our product helps prevent this pain. Easy to explain, but we also needed to show it.”
Fluid Media created a video that not only showed how Kush Support helps prevent neck pain, but also enlisted the help of customers that gave
testimonials on camera.
The videos are now posted on Kush’s website and blog and YouTube.
“The results are amazing. It’s much easier to explain how the product works by showing customers the video,” noted Chandler.
See Kush's Video's http://www.kushsupport.com/
Both Chandler and Blacklock noted that creating a video for their products took a lot of work and effort.
And no two video projects will ever be the same. Some products require a complex set up and for others it might be more straightforward.
They advise meeting with as many Multi Media companies as possible, be clear about what you'd like your video to do, be clear about your timeline of when you need the project done and ask to see if they've done similar work for other clients.
Be prepared for several meetings to go over scripts, story boards, locations and maybe even meeting with models and actors.
Don't be shocked by the costs as some videos can costs several thousand to upwards of $20,000+. It all depends on how complex you want your video to be.
Blacklock explained, that it's a long process, but well worth it. He's now looking to dubbing his commercial in Spanish and broadcasting it on Television as a short infomercial in limited areas around the country.
"Get a good video team, learn a little bit about the video process and stay involved," suggested Blacklock. "It'll make a big difference in the process."
More info on Bust Free USA at bustfreeusa.com
and more info Kush Support at kushsupport.com.
**Intimate Graphics is a column by Luis Paredes on graphic design,  business
and marketing for the intimate apparel industry.
Paredes is a freelance journalist and graphic designer with extensive
trade experience in the intimate apparel industry. His work focuses on the
marketing and communication design efforts of intimate apparel companies.
His design studio, Seven
Hills Graphic Design, creates Catalogs, Ads, and Brochures with a
focus on attracting buyers.**
2/13
CurveNY Fashion Show
Curve New York 2009 defies recession blues with
blowout lingerie and swimwear show
What recession? Designer lingerie and luxury swimwear was on display and flying off the shelves at this year’s Curve New York 2009 event, which wrapped up on August 4th at the Galleria of the Jacob Javits Center in New York City after a whirlwind 3-day show. Importers, exporters and buyers of lingerie, sleepwear, daywear, hosiery, swimwear and men’s underwear found a lot to be excited about at this year’s show, with over 250 international brands represented under one roof. Even a violent rainstorm couldn’t keep retailers from lining up outside early on Sunday to see the newest range of intimate fashion.
Hopes were already running high for this year’s show long before it began, with pre-registration jumping 20% over last year’s event and the attendance of 3,221 visitors was 10% increase over the August 2008 CurvExpo New York show.
Curve, founded in 2007 with a mission to bring intimate apparel, swimwear and beachwear out into the spotlight as a major player in fashion, is in its third year, and already is the undisputed leader the fashion world as the only major trade show of its kind in North America, with a thumbs-up from all the industry professionals stateside and internationally.
A showcase for the best and most exclusive brands from all over the world, Curve NY 2009 debuted the Spring/Summer designer collections for 2010 from brands like Betsey Johnson, Chantelle, Natori and Wacoal in an atmosphere of grace and optimism, despite the gloomy weather and economic climate outside its walls. On Monday, August 4th specialty boutiques were joined by the heavy hitters, as mega-department stores and fashion purveyors Neiman-Marcus, Bloomingdales, Lord & Taylor, Nordstrom and others got into the act. Many stores made the trip from outside the US, including 50 from Canada alone. The Middle East and countries all across Europe were also represented, for a total international attendance of 11%. The show proved that luxury underwear is coming out of hiding not only as beautiful designs but as one of the fashion world’s most robust resisters of the global recession, even though luxury items is normally an area where shoppers cut back.
In another indication that this fashion segment is bucking the current economic downturn, this year 55 new brands were represented at CurvExpo NY, including Gigo Underwear, LaBella Intimates,
Between the Sheets Lingerie, Kenzo and Zielo sleepwear. Sell-out crowds jammed the Trends Seminars presented on Monday and Tuesday by Concepts Paris Design Director Jennifer Kell as she gave the standing-room-only throng of eager buyers and industry bigwigs a sneak preview of coming attractions for Fall/Winter 2010.
The French expertise in lingerie was celebrated at another exciting sold-out show during the event, the first-ever “So French” Mode de France Fashion Show produced by A Suivre and funded by DEFI la mode de France. In all, 80 looks came down the runway, complete with accessories, music and choreography, to the delight of the crowds.
A West Coast show is planned at the Venetian hotel August 31st through September 2nd.
About Curve: Curve was founded in 2007 to be the premier trade show showcasing intimate apparel, swimwear and accessories as forces in fashion and the fashion industry. Now in its third year, it has become the largest and only event of its kind in North America
Photos by Russell VanBrocklen
Empreinte
Chantelle
Lejaby
Millesia
Nina Ricci
Huit
Huit
Huit
Rosy
Rosy
Rosy
CurveNY Fashion Show continued
on page 3
21/24
Lola Haze Introduces Confections
New York based lingerie and loungewear brand Lola Haze
TM introduces its Spring/Summer 2010 collection. This collection, Confections, is the brand’s fourth.
“The delight of taking the first bite of cotton candy—I want to capture that
moment of sweetness and light in this collection,” says designer Laura Mehlinger. “There’s such simplicity in our love—or at least my love—of candy.”
With confections as a starting point, Mehlinger created a collection that explores desire and consumption in its many forms, finding a locus where desire to consume overlaps with desire for a woman to present herself as beautiful—to be consumed.
Confections focuses on silhouettes like camis, panties, and chemises in silk and mesh, including updates to favorite past looks as well as a new silhouette, the maxi chemise. Color and fabric mixing are a hallmark of the collection, with the Swirl group embracing a candy-cane-like twist of
 color-blocking that swirls up the body.
Fabrics include combinations of silk charmeuse, chiffon, and mesh, which, together, create a play of opacity mixed with transparency. The looks are both wearable and comfortable to a modern woman, but also give moments of sensual reveal. Colors are reminiscent of fruits and sherbets: peach, crème, mint, lavender, grape.
Mehlinger’s collaboration with New York artist Charlotte Pinson continues with a series of quirky, elegant, painted silk tops. Lola Haze’s TM bestselling Signature Collection continues to be available year-round.
www.lolahaze.com
Back in Bed
His aching back made it impossible for my friend’s husband to get a decent night’s rest on their lumpy mattress. “Until I feel better, I’m going to sleep on the couch,” he announced.
Ordinarily, a spouse moving out of the bedroom isn’t a good sign for the marriage. So his wife couldn’t resist: “Okay, but as soon as we have an argument you’re back in our bed.”
Sears Marketplace
Sears Holdings Corp is to sell products from other retailers on its website as part of a new online
mall called Sears Marketplace - in a move that mirrors one taken by Wal-Mart Stores Inc earlier
this month.
The Sears Marketplace website says the new online store will help merchants expand their company's
online visibility.
For customers, it means a wider selection of products is available to them in one convenient
location.
Sears is now seeking business partners for the site.
Merchants can either choose to drive traffic to their own websites through a Cost-Per-Click
business model, which ranges from $0.60 for shoes to $0.30 for workwear and uniforms. Fitness &
Sports categories will be charged at $0.70 - $0.90 per click.
Alternatively, the Fulfilled-by-Merchant model lets items show up on Sears.com and be purchased through
its checkout process.
The merchant will pay Sears a monthly fee and commission for the service, and will manage and
support the order, including shipping and handling,
customer service, exchanges and return.
The move is thought to have been prompted by weak sales at Sears, which operates its namesake and
Kmart stores.
Last month the retailer swung to a second quarter loss of $94m, as revenues fell 10.2% to $10.6bn.
Buyers' Best Sellers
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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
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End of Page 2
The McPete Sez
Lingerie Newsletter & Women's Wear Journal
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