California Apparel News

Lingerie buyers have new ground to cover during the Oct. 26–30 run of the Los Angeles Fashion Market. Sales representatives specializing in the sleepwear, loungewear and lingerie categories launched new showrooms and migrated to new locations to offer buyers the best selection in a comfortable environment.

Sandra Duchesne’s showroom, Mode Studio, located in suite 609 of The New Mart, has represented Los Angeles– based loungewear line Wendy Glez and swimwear line Vitamin A since she opened her showroom in 2002. For the past five years, Duchesne’s showroom also represented a revolving door of apparel lines that came and went, and she sold to ready-to-wear buyers that came and went with them.

As for the swimwear and lingerie lines she represented and their respective specialty stores, there was loyalty from the beginning.

Duchesne said two of her best accounts have been Lulu’s in Manhattan Beach, Calif., and Fred Segal Fun in Santa Monica, Calif.

“They were my first accounts, and they have been ordering since then,” she said.

It was that loyalty and closer relationship with niche buyers that persuaded Duchesne to shift the focus of her showroom to the lingerie and swimwear categories exclusively.

For this market, Duchesne added the intimate-apparel lines Pfiff, Belabumbum and Clo and the swimwear lines Salinas and Anika to her showroom roster.

“I’m narrowing down my buyers but getting more [dollars] from each buyer,” Duchesne said.

At the California Market Center, friends Noah Walsh and Adnan Jinnah’s male opinion made them surprising experts in selling women’s intimates. Many sales representatives sell apparel that they wear themselves, but Walsh and Jinnah’s new FFWD lingerie and swimwear showroom sells brands that the two would like to see women wear.

“When I see a piece, I go, ’That would be really hot on,’ rather than, ’That’s a cute piece,” Walsh said. Jinnah elaborates that women buyers purchase with a women’s point of view, but, “When men tell women what they like, it’s another option.”

The pair of friends worked together on a men’s activewear line from 1999 to 2004.

They were introduced to the women’s underwear and loungewear market while working at the Los Angeles–based line Underglam before it folded earlier this year. Walsh was director of sales and marketing, and Jinnah was production manager.

While working at Underglam, Walsh observed that “lingerie is the fastestgrowing business in apparel other than accessories,” and he joined forces again with Jinnah to open the FFWD showroom.

The FFWD showroom represents the Italian company IntimaModa, which owns the brands Verde Veronica, Verdissima, Margherita Mazzei Cult and Papete. Los Angeles– based Fleur’t; Argentina-based Nina V loungewear; Long Beach, Calif.–based Booty Parlor lingerie and bedroom accessories; and the new cami and undie line Little Hill from New York complete the eclectic roster.

Showroom owner Lois Evans moved from her 5-year-old post in the Gerry Building to a modern loft space at 8314 W. Beverly Blvd., suite 202, in West Hollywood, Calif. Evans added that the move west made it more convenient to meet with her high-end stores located on Los Angeles’ West Side, including Fred Segal Silk in Santa Monica, Calif., and Madison stores, located in Los Angeles and in Houston. Out-of-town buyers enjoy the ample retail and restaurant offerings available in the area.

Evans represents German luxury knits and hosiery company Falke, British lingerie companies Fleur T England and Myla London, San Francisco–based Karen Luu Home Couture, New York–based Glam Cashmere, Caron Joy Los Angeles cashmere robes, New York–based Polkadot USA, and The Pink Room fragrance and beauty collection.

“My customer is really a high-end customer,” she said. “She’s someone who is looking for luxury and knows fine quality. They’re someone who wants fashion but something that’s classy as well. They want it to be timeless.” Wholesale price points on lines such as Myla, Fleur T England and Karen Luu Home Couture range from $80 to $200.—Rhea Cortado