THE BEST OF INTIMA – 02/2010 - 152

Interview

Spotlight on Felina
In 1982, the Zarabi family founded Felina Lingerie that flourished through the specialty store market throughout the 80’s. In 1993, Felina Lingerie was invigorated in the market under the new management of Robert Zarabi. With his youth, vision and fresh keen sense, the Felina product entered the department store arena with European inspired intimate apparel at competitive price points designed for the American consumer. Felina Lingerie CEO Robert Zarabi was honored with a Femmy Award this year and on that occasion, The Best of Intima discussed the past success and future ambitions of an everprogressing brand.
You are currently the CEO of the Felina brand in the United States, could you tell us what major evolution has characterized the brand throughout the years?

What has characterized the brand and helped make Felina the successful company it is today is the change in the American woman’s lingerie needs and tastes over the years. Years ago, the majority of the domestic lingerie product in the marketplace was You have been honored with more basic in look and design. a Femmy Award from the Although embellishments such Underfashion Club this year, as lace, embroideries and trims what does winning this award existed, it was used in a very represent for you and Felina limited way in the product and lingerie? it wasn’t very exciting and sexy. Winning the Femmy was truly an The European lingerie honor for me, my family, and all product was entering the marROBERT ZARABI Felina employees. To me, it repreket here and the customer reacsents that the company my father ted positively to the look which was very embellished, exciting and sexy. Bra war- started in this country almost 30 years ago has drobing became important; different looks for become a successful and admired company in our industry, respected by both our peers and our redifferent moods and occasions. The European product gave these looks to the tail partners. It was nice to be recognized for our american woman but the prices were much higher achievement and contribution to the US intimate than she was use to paying and the fit was a little apparel industry. different than what she was accustomed to. This is How has Felina survived the financial crisis what helped make Felina the successful brand it is of the last couple of years? today. We offered and continue to offer the same We reacted the same way that most companies quality as the European brands, bras and panties, had, which was to look at all costs throughout the daywear and sleepwear that has the embellishments company and eliminate or reduce what we felt were and trims that the European lingerie brands offer unnecessary costs and expenditures. We have but at price points that are the lowest for any worked hard to manage our assortments and designer brand, and fit that is right for the American inventory in both our branded and private label divi-

woman. In our Jezebel brand, we target customers that desire very sexy products with an ‘edge’ to it. This brand is more special occasion oriented and is designed and priced to sell as sets. Our bra to pant sales ratio is one to one so the customer always buys a pant with her bra. In addition, Jezebel, like Felina but even more so, is collection driven. In addition to the bras and co-pants, each group has specialty items such as skirts, bustiers and garters.

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THE BEST OF INTIMA – 02/2010

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