Spreading the News about Alenver Sexy Underwear

The fashion industry is a moving target with complexities both unique to fashion, and common to any design business. Alenver is a contemporary company that has learned through careful observation, how to harness main street support to promote their new underwear collection. Knowledge of their unique product is only the first step. Reaching the targeted public after design and fabrication is the second - and this is the make or break point for any designer.

Historically, Paris has been the pinnacle of fashion setting standards for style through a collection of French designers who defined "fashion", promoting it to the elite. They focused on two aspects of the industry: design/technology of their collections, and promotion through shows and print. Fashion was outside the realm of main-street, clearly reserved for those with means. However, French haute couture began to lose ground in the 1990's. Was it attributed to the market crash of 1987 that highlighted inappropriate excessive designs, as Teri Agins suggests in: "The End of Fashion: How Marketing Changed the Clothing Business Forever"? OR, the rise of the celebrity overtaking the role of designer? OR, consumers driving the industry? It is hard to determine - yet the resulting competition from Italy and the United States was clear. Fashion marketing around the world took on a critical role to the extent that it is a sub-industry, now taught in design schools encompassing management/marketing and visual merchandising into traditional aspects of design/technology and promotion.

Alenver's designers observed and experienced the industry's changes. With over twenty successful years in Europe with entrepreneurial careers in photography, fashion, modeling and design, Patrice Hallot and Piret Johanson designed their collection and its promotion, with worldwide appeal. By designing underwear with secret messages and fabricating with superior materials, Alenver has the first piece of the fashion industry puzzle in place.

Alenver's design taps into the street fashion inspiration of the low-rise waist trend and uses its signature wide elastic waistband to display a provocative one word metallic message as it peeps out from under jeans. Each word's loaded imagery in money, bitch or die for 305 (and soon angel and desire) is designed to be displayed - but in a surprising way. The messages are reversed for only the wearer to see the true message in the mirror.

Alenver's fabrication utilizes 95% pure cotton, in purple, khaki, pink, fuscia, and dark brown, plus classic black and white, with 5% elastane. The boxers, bras, bikinis and thongs' ultra comfortable fit and shape retention allow for easy movement for everyday and active wear. The 1 _ inch wide elastic waistband and bra band stay put, even while they display their message.

Even with such a unique product, Alenver has taken the second piece of the puzzle, its product promotion, very seriously. Firstly, utilizing the internet as communication tool and transaction channel, Alenver benefits from global information distribution and immediacy of response. Most importantly however, is the accessibility of their collection. Where once haute couture was only for the rich, fashion is now accessible to all through www.alenver.com.

Secondly, Alenver's innovative collection has created interest among celebrity trend-setters, who are "the maximum advertising of any product" according to Louis Verdad, designer. Currently, Miami based hip-hop artist Ballgreezy, "Greezy", has joined in a unique business relationship with Alenver with a personalized line of underwear with "Mr. Shone" on the waistband, in reference to his single: "Shone". Upcoming contracts featuring pop musicians and TV personalities will widen the appeal of the collection without relying on one celebrity to be "the face of Alenver".

Thirdly, with endorsement from celebrities, Alenver's collection entered the final marketing arena: retail stores. Alenver's products sell in European, Asian, North American and Caribbean designer fashion stores, and soon to larger retail chains.

Another example of celebrity role in marketing is illustrated by Christian Audigier, whose equal parts design experience and business acumen has contributed to his "meteoric rise" in the fashion industry. Little can compare to the public impact when favorite celebrities are seen wearing his clothes. Audigier claims his success follows the maxim: "in gossip we trust". By creating "retail stores with a hip vibe, where celebrities can come and chill, and then be provided with free clothing items", Audigier then lets "the paparazzi do the work". It's a simple idea with an effective result.

Alenver, as the "new kid on the fashion block" has learned its lessons well. With a unique quality product plus the ways and means to reach the public, Alenver is set to be the next sensation in underwear fashion.