Above: Elle
Macpherson Intimates Straight Laced bra and tanga in daiquiri, available
September.
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 HE ENDURING
power of the Elle Macpherson Intimates Brand is felt strongly at Lucire,
where our 10th anniversary tribute last
December still ranks as one of the most widely read articles on the site.
As covered during the holiday season in
2000, when intimate apparel manufacturers vie for market share, there
is a necessity for brands to appeal to both men and women.
While the jewellery sector indicates that there are
women coveting their self-bought pieces as much as those given to them
by their significant others, the marketing of lingerie continues to appeal
to both sexes. It’s no surprise to find that our 10th anniversary
special is linked from women’s and men’s interest sites.
Bendon has not been ignorant of the shifts in buyer
behaviour. With “girl power” an emerging theme—manifested
in the song but it had been surfacing before that—the company’s
Elle Macpherson Intimates brand, which has significant input from the
supermodel from which it takes its name, is targeting the summer 2001
range as one about “what women want”.
continued
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