California Apparel News

NEW YORK—The air gets just a bit sexier when the largest lingerie trade show in North America, Lingerie Americas, rolls into town with the latest trends in fine, intimate apparel.

The show took place Feb. 7–9 in midtown Manhattan in the Altman Building and the Metropolitan Pavilion. Initially, speculation loomed over the show’s turnout due to the Intimate Apparel Council’s decision to hold the Lingerie Americas show during the middle of the week, while canceling January Market Week.

Patrice Argain, president of Lingerie Americas, said the changes have only helped the show’s popularity. “The size of this show has doubled since 2002, and foot traffic is definitely up this year. We put on the best shows that tell a story, and the change in market weeks is allowing specialty stores to stock for the holiday.”

This positive sentiment was echoed in the attitude of the 270 exhibitors. Walter Osband, the sales director for Nicole Miller Signature, said this is the company’s second time showing at Lingerie Americas, and the traffic is significantly better this year. The Nicole Miller Signature brand is “for the discerning customer who wants her undergarments to be comfortable and beautiful. We are launching a sophisticated line. We have the little black bra to go with the little black dress,” he said.

Osband noted that Lingerie Americas attracted upscale boutiques that cater to the elite customer this brand is trying to reach. Similarly, Susan DeMusis from Betsey Johnson Intimates agreed that “foot traffic has been phenomenal. We are seeing national and international customers.” DeMusis further explained that the “beautiful venue” is a fantastic environment for attracting buyers from boutiques and department stores. “Our customer likes to look as good under her clothes as she does with her clothes on, and Lingerie Americas gives us the opportunity to present our more sophisticated pieces along with our core line, which is vintage meets rock ’n’ roll,” she said.

Stacey Blume is the owner of Blume, a Jersey City, N.J., company that creates personalized name thongs. Growing up, her family was involved in the uniform business, so the patches on her “Personalized” collection are authentic. This is Blume’s debut at the Lingerie Americas show, and she said that buyers are definitely interested in her unique product.

“This show has been beneficial because I am writing business while making important connections,” she said.

Another innovative company that debuted at this show was MMK, and its hot item, Passport Panties, was definitely causing a stir among buyers. Mary Kay Howard is the vice president and director for Houston-based MMK, which celebrated its one-year anniversary in July. “Women really love the packaging of the Passport Panties. Initially, we thought that women would want disposable undergarments discreetly packaged in a passport folder. But we quickly realized that the demand is for high-quality panties that you can discreetly keep in a chic passport cover in your purse. Our products are for the gal on the go, and we even include a cleansing towelette,” Howard said. MMK is also introducing the new bandeau collection. Howard says that response has been positive.

Mark Peress, a buyer from the family-owned Lingerie & Co. store on the Upper East Side in Manhattan, said he was particularly pleased with the selection of high-end brands at this year’s show. “My customers want high-quality garments, and I was looking to stock up for the Fall and Winter. Cocoon was showing superior silk pieces. They truly were amazing, and I was duly impressed with the selection at Le Mystere.” Peress said he found “young and fresh” items at Echo Design.

Kristine Hardig from Los Angeles–based Tra La La commented that she found this venue to be extremely accommodating. “We are showing our Fall collection, which is good because there are a lot of transitional pieces, which gives the buyers some freedom in terms of displaying our line. Our collection is very French and burlesque-inspired, and the buyers love how our pieces experiment with fringe,” she said. Harding added that some of Tra La La’s success can be attributed to its versatile pieces. “Our line easily transitions from day to night—so, it’s not strictly underwear.

There is definitely crossover, and I think this is appealing to consumers and buyers.”

Lingerie Americas’ most recent show was clearly successful with buyers and exhibitors. The show added 55 brands this year to its roster of companies.

Argain said there will be even more space for exhibitors going forward. “Our goal is to create a charming environment in this complex market,” he explained. “Women have so many choices, and we want to continue to put on the best shows possible.”