Leg Lore

I have had a long and diverse career, but I have to say that the best job I ever had, because it was just so much fun, was when I was the Hosiery and Bodywear buyer for Macy’s New York .  It was before Macy’s was Federated, when it was a regional department store chain in which each branch had its own focus but was still part of a larger identity that defined the company image.  I knew each individual location’s specific customer preferences, visiting them monthly to insure a personal connection.  Today, the approach would be perceived as a specialty store venture, where understanding the differences in shopper’s needs are critical to the growth of the business.  In those days, no one ever told us what to buy.  Our only challenge was to increase the volume while defending the profile of the clientele for whom we were responsible.  When I was given the hosiery job, I was told simply that I was being charged with bringing this business from “boring beige” to the “go to” store for fashion legwear in the NY metropolitan area.  I was in the market constantly zoning in on percolating trends developing in a category dominated by established resources with extensive brand assortments.  My goal was to insure margin growth by enticing the consumer with nascent “must have” product.  Nothing was more exhilarating than to identify a new item or brand, test it, and watch the business increase.  I used to call it “the thrill of the kill”.

When I saw the GERBE Paris Hosiery brand at Curve NY in August, it brought back fond memories of this time in my life.   Besides my personal affinity for this classification, I believe that legwear is a perfect add-on for an Intimates business.  Sexy underwear and beautiful legwear are an alluring and sensual combination.  This is a brand that satisfies both the fashion and basic requirements of an upscale hosiery collection while maintaining a price point easy to absorb in a quality specialty store business.  And, there are no minimums necessary to initiate an order. GERBE, in business since 1904, is recognized as a force in the European legwear business, particularly for its unique pattern designs and its focus on nylon stockings and stayups, basic, seamed opaque and patterned.   This is lingerie for a woman’s legs.

“Darling, the legs aren’t so beautiful; I just know what to do with them”                                 …Marlene Dietrich

wholesale inquiries: a.ramage@gerbe.com

Available At:

Kiki De Montparnasse:  New York City, New York

Elegance:  New York City, New York

Migonette:  Providence, Rhode Island

Jenette Bras:  Los Angeles, California

Lille Boutique: Portland, Oregon

Le Chateau:  Montreal, Quebec

www.tangafinelingerie.com

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Please Note:  During October, for every purchase of a b.tempt’d bra, b.tempt’d byWacoal will donate $2 to support the efforts of Susan G. Komen for the Cure®.  In addition you’ll receive an exclusive music sampler from Esmee Denter’s album, “Outta Here” with a $50 b.tempt’d purchase while supplies last.