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Jacaranda
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| Joined: | Friday Jan 12th, 2007 |
| Location: | Worcester, United Kingdom |
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Posted: Monday Feb 5th, 2007 16:48 |
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What's in your drawers?
Mon Feb 5, 2007 12:10 AM GMT
By Nick Antonovics
PARIS (Reuters) - Underwear that helps women slim or men feel cool and fresh -- purveyors of cosmeto-textiles were out in force at Paris's annual lingerie trade fair on Sunday.
But opinion was divided on whether high-tech fabrics encapsulating slimming agents, perfumes and creams would be a lasting addition to wardrobes or a passing fad.
"There are a lot of brands that have worked on the idea but there has never been a paradigm shift. What interests consumers in the end are fairly traditional products," said Hubert Lafont, chief executive of Barbara, a leading French lingerie firm.
Several companies have proved the technology works and can be a commercial success. Others have since abandoned production.
Philippe Andrieu began his company Onixxa in 2003 with just one product -- a pair of tights with a slimming agent in them. Now he has over 30 garments, including slimming jeans, under the Lytess trade mark, and annual sales of 4.5 million euros ($5.9 million).
He expects turnover to quadruple by 2009, and said the total market could be worth up to 500 million euros.
"Adidas is coming. Nike will follow and L'Oreal is interested," he said. "We have proved it works."
Koch Industries eh??
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JP
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