THE BEST OF INTIMA – 01/2011 - (Page 146)

Interview Maidenform A Century of Innovation The 88 year old pioneer brand Maidenform, a shapewear leader in mass-channel distribution and department stores, has been honoured with the Underfashion Club’s HUG Award for its commitment to product innovation and active fundraising for colon cancer research. The Best of Intima Magazine has had the chance to interview Maidenform Chief Executive Officer Maurice S. Reznik to discuss the brand’s current position in an ever-growing industry. Mr. Reznik, you have been honored this year with a H.U.G. Achievement Award from the Intimate Apparel Square Club, what does this mean for Maidenform as a household American name? for growth, led by our bra and shapewear products and our licensed Donna Karan and DKNY brands. How many brands does the Maidenform group currently license? The H.U.G Awards are very important to us and we were pleased to have raised over $300,000 for pediatrics at the Rusk Institute in NYC. We are always excited to leverage our brands and involve our employees in efforts like these that give back to those in need. Maidenform is an 88 year old brand that has now stood the test of time. What has set this bra manufacturing brand apart throughout the years? Maidenform currently holds the exclusive license to manufacture and distribute intimate apparel under the iconic Donna Karan and DKNY brands and they are an important part of our long range growth trajectory. We also license the Maidenform brand selectively to expand our reach in areas such as girl’s bras, accessories and swimwear. Can we say that, today, as we are approaching 2011, the fiWe are and have been at the forefront nancial crisis is behind us? of product innovation, particularly in Given the economy and the rate of bras and shapewear and with iconic continued unemployment across the marketing. In the 1930’s we were MAURICE S. REZNIK country, I don’t think anyone can the first brand to advertise outdoors, safely say that the crisis is behind including on buses and billboards. Maidenform’s heritage, culture and commitment to “consumer us. That said, women need underwear, and now more friendly” innovation continues to set our brand apart than ever they seek high quality products at a great value, which is our sweet spot. We were fortunate to from others. deliver a 13% sales increase in 2009, and our products, What is the brand’s position in the American brands and multi-channel strategy is driving even higher market today? And abroad? growth here again in 2010. We have one of the highest levels of brand awareness in the intimate apparel industry in the United States How important are independent retailers in and we are the best-selling shapewear brand in the your business? mass channels and department stores. While our in- Independent retailers tend to be high-end in the United ternational business is still under penetrated, it is ex- States, and so it is not our main distribution channel. In panding rapidly, with a presence in 62 countries. The Europe however, independent retailers are more important international market is one of our biggest opportunities to us, our business in this channel is growing. 146

Table of Contents for the Digital Edition of THE BEST OF INTIMA – 01/2011

Cover
Contents
SHOP SCOUTING WORLDWIDE
- Boi’s choice from around the world
NEWER NOTABLES
- Misnono
- Forty Winks
- Lingerie S
- Le Boudoir de Marie
- Bechic
THE BEST SHOP AWARDS
FASHION
- Photoshoot
- FW 2011-2012 Lingerie Trends
TALENT
- Anna Paola Papaconstantinou
- Diane Houston
BRAND NEW
- Valery, Zimmerli, Simone Pérèle
- Pierre Mantoux, Empreinte, LJT
- Freya, Huit, Naila, Okumaiko
- Christine Chantilly, Odile de Changy, Gabriela Marrero
- Zoo Uniform, Christine Quartier, La Tente, Cake, Cosabella
BOI'S PICKS
- La Tente, Cake, Cosabella
- Hanro
- Parah Online
SUMMER 2012 FABRIC TRENDS
MAGAZINE
TETE A TETE
- Antonio Marras
SPECIAL REPORT
- Three hundred and Ten Store Interviews
- The Brands Speak Out
- Brand New Products
THE GUEST
- Bergdorf Goodman
INTERVIEW
- Maidenform CEO Maurice Reznick
- Invista Apparel Global Director Michelle Rice
PORTRAIT
- Claudia Ochoa
EVENTS
- HUG Awards
EXPERT
- Mintel
- Selling to a Life Cycle, Mercedes Gonzalez
IN STOCK
- Brands’ in stock items ready for order
CAREER CORNER
- Classified section for professional announcements
BUSINESS NEWS
- Hotmilk, Underfashion Club, Stylesight
EXHIBITION UPDATE
- Curvexpo
- Miami Swimshow
CALENDAR
- Major events around the world
NETWORK NEWS EXPRESS
- News from the Network Dessous’ Magazines around the world
FABRIC NEWS
- Chanty, Liebaert

THE BEST OF INTIMA – 01/2011