Word: gottex
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MOSCOW Russian women prefer their swimwear jeweled, like this Gottex suit...
...films like Neptune's Daughter. Using a bit of verbal camouflage, Body Glove Apparel, a California outfit, says its line is "cut for the Midwestern frame," and Sandcastle is doing well with a collection intended to "minimize common figure problems like heavy thighs, tummy bulge and wide hips." A Gottex suit that covers up lower-abdomen paunch with a strategically placed cummerbund has drawn more than 15,000 orders through the Spiegel catalog alone...
With headquarters in a five-story concrete-and-glass building in the industrial sector of Tel Aviv, Gottex controls some 65% of the Israeli swimwear market. Worldwide, it sells more than a million premium-priced pieces a year, from brightly colored suits ($48 to $240) to coordinated cover-ups such as shorts, oversize shirts and tunics ($16 to $250). Gottex's stylish products can be found on beaches in 63 countries, including Jordan and Lebanon where they appear without the "Made in Israel" label. They cover some celebrated bodies, from Diana, Princess of Wales, and Spain's Queen Sofia...
...swimwear business, manufacturers often survive about as long as a sand castle on the beach. Gottex, though, has made money for the past 15 years, and in 1984 it earned $4 million before taxes. It has prospered with a simple formula: sell sexy bathing suits and stake out the fashion end of the market...
...sexy Gottex style comes from the use of a high proportion (20%) of Lycra in the suits, which gives them a tighter fit. Says Leah Gottlieb: "I make clothes for people who are comfortable in their bodies." While the company sells its products in Israel in a wide range of outlets, in the U.S. it caters to the chic crowd in such stores as Neiman-Marcus, I Magnin and Saks Fifth Avenue. Says Kal Ruttenstein, Bloomingdale's vice president of fashion: "They're very innovative and take trends from ready-to-wear collections to their swimwear line...