Intimate Apparel Business
The intimate apparel business has changed as much as the nature of lingerie itself. From crude, practical items made at home to elaborate feats of technical wonder designed by sewing wizards, to basic machine-manufactured pieces, a lot goes into that which spends most of its time unseen.
Brief History of Intimate Apparel Business
For centuries, seamstresses and tailors used to provide all the clothes needed for a family, including underwear. The "business" of intimate apparel did not begin until around the 19th century. Shops selling corsets, which for a long time were the only items most women bought (everything else could be made at home) were discreet and very much a woman's only domain. However, men tended to be the designers - which often explained why the look was important but comfort and function rated a very distant second.
Mass production still required that items be hand-sewn. The detail work was just too fussy for a machine to manage, although the basic cutting and some fitting could be done this way.
The best fit was still going to be achieved by hand, and for women who could afford it, seamstresses connected with a business would come to their home and fit them, then go back to the shop, make the item in question, and bring it back to the woman's house when it was completed. Proper women definitely did not go to a shop to buy underwear, and they most certainly did not try anything on.
European and French Lingerie
The intimate apparel business in Europe, especially France, is very serious. It still adheres to the old idea that trying on a bra someone has already tried on is inappropriate. Although there are no real dangers to trying on a bra someone else tried on - that would be death to most lingerie sellers - in France it's just not done. French women already know their measurements and buy their lingerie accordingly. If you go to a lingerie shop in Europe, particularly in Paris, be prepared for what will seem an odd experience, like something out of an old movie. They will allow you to look, but not touch, unless you are serious about buying. It may seem a strange way to do business, but it works for them. And chances are, you will come away with some of the best lingerie you've ever owned.
The Modern Business
Far from discreet, the intimate apparel business is now very visible and even men can shop for spouses or girlfriends without discomfort. It used to be that even advertising was done with some caution and care. A woman could only be represented in a drawing, for example, because an actual photograph was far too shocking. That change is a fairly recent phenomenon.
Even in economic downturns, the business continues to do well, mostly because women always need good practical, and even sexy, lingerie. Lingerie has also become much less expensive, thanks to streamlined manufacturing done in China and other Asian countries.
Women can still get custom lingerie, although this is now a specialty item. However, corsets, girdles and other retro styles can sometimes be made at comparable prices to a ready-made item, and be of far better quality. If you're looking for a corset to wear under a wedding dress, for example, it's worth it to spend a little more money and get something made just for you.
It's not often discussed, but one unfortunate aspect of the modern lingerie business is the chemical treatment that goes into bras and panties. Things can be gotten cheaply, but it is at an unknown price, as dyes are often harsh and can cause reactions. Increasingly, eco-friendly underwear is becoming a real player in the lingerie world, and it's worth spending a bit more money here as well to get something of higher quality to sit next to your most sensitive skin.
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