ETAM GROWS: As part of a European expansion plan, Etam, the French lingerie firm, opened a new flagship store in central Brussels on July 21.
The Belgian unit is the first of a string of shops Etam plans to open across Europe by early next year, including a 45,000-square-foot flagship in Paris on the Rue de Rivoli.
The opening of the Brussels shop marked the introduction of Etam’s junior lingerie line, Tammy, in Continental Europe. Etam plans to sell Tammy in most of its new European shops and to open another 12 units that will exclusively sell the line targeting girls aged 8 to 16.

VF’S NEW ADS: VF Corp. has shaped a new ad campaign for fall introducing the new BodySculpting by Vanity Fair collection of seamless bras.
Ads will be tagged, “The genius of an underwire without the underwire.” Vanity Fair will continue using the brand’s overall tag line, “Celebrate confidence.” The ads were created by the Martin Agency of Richmond, Va.
Print ads will break in October magazines including InStyle, People and Vogue. Other efforts will include a segment in the cable TV shopping guide “Main Floor,” in-store displays, shopping mall events, and a “buy one, get one free” introductory offer.
The corporation spent $4 million in U.S. media to back Vanity Fair intimate apparel in 1998, but put no spending behind the brands in 1999, according to Competitive Media Reporting. Industry estimates place media spending for the BodySculpting launch to be around $2 million.
The bra line will be available in average-size and full-figure sizes. The company’s research and development team designed a foam frame between two layers of fabric that replaces the underwire as a means of support, said Beverly Guyer, director of marketing for Vanity Fair Intimates.
The Vassarette line of bras aimed at the mass market will get its own facelift with the debut of Technoshine. A print campaign, also from the Martin Agency, breaks today in the July 31 edition of People and the September issue of Mode Magazine.

HUGO BOSS EXPANDS: Scheisser Lifestyle GmbH, the licensor of Hugo Boss Bodywear worldwide, will be expanding its men’s underwear line in the U.S. market in 2001. Tel Aviv-based Delta Galil Industries Ltd., a global provider of private label intimate apparel, men’s underwear, socks, babywear and leisurewear, will be a key supplier.
Dov Lautman, Delta’s chairman, said, “The expansion of production for the U.S. market will undoubtedly increase revenues for both Hugo Boss and Delta Galil, the key manufacturer of Scheisser Lifestyle for Hugo Boss Bodywear products in the rest of the world. This is a grand opportunity to increase sales of men’s underwear in the U.S.”
Delta Galil is an established leading supplier of men’s underwear for DKNY, Gap, Banana Republic, Structure, Polo Ralph Lauren and Abercrombie & Fitch. The company also produces women’s intimate apparel and related apparel for Victoria’s Secret, J.C. Penny, Gap, Banana Republic, Donna Karan and DKNY. The company cites other “major designer clients” are Calvin Klein Underwear and Nike.
Also, Delta Galil supplies its products in the U.K. to Marks & Spencer, French retail chain Carrefour, and Hema, a retail operation in The Netherlands.

LIZ’S PAJAMA PARTY: The line of Liz Claiborne Sleepwear will be showcased at a “Pajama-Rama” cocktail party and fashion show Aug. 9, 6:30 to 9:30 p.m., at the Boathouse in Central Park.
The sleepwear collection is being produced under license by Charles Komar & Sons. It will be the newest megabrand collection of sleepwear for major stores for spring 2001.

PHAT SHOW: A fashion show featuring the licensed Baby Phat Intimates collection will be staged Aug. 3 at the Sony Atrium at 550 Madison Avenue in Manhattan. The licensed lingerie is manufactured by International Intimates.
The evening’s festivities will be hosted by Russell Simmons, hip-hop music mogul and creator of the men’s sportswear and junior sportswear brands Phat Farm and Baby Phat, his wife Kimora Lee Simmons, a well-known model, and two executives from International Intimates — Rene Rofe, president and owner, and his fiancee, Laurie Wynn, vice president of merchandising.

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