Sales Heat Up When Models Show Undies

You’d think a name like Naughty Fanny’s would speak for itself. But when it comes to marketing, Gail Girard, proprietor of the lingerie shop, takes no chances.

Each year Girard has held an annual, in-house fashion show where svelte models show off the store’s most satiny, lacy, skimpy and sexy attire--for both men and women.

This year the fashion bash drew 120 curious guests--the majority of them male, Girard says. After the show, most stayed to shop.

“Men like to see the things on, it’s easier than imagining what a rack item looks like on their wives or girlfriends,” Girard says.

Indeed. Most of the trinkets at Naughty Fanny’s are meant to be worn--at least for a little while. They include silk chemises, teddies, Merry Widows, jungle-print bras and bikini underwear, seamed or fishnet stockings and men’s silk underwear.

Girard creates her list of party-goers from a guest book that customers sign throughout the year. Word of mouth brings in would-be customers and the merely curious.

“Girls tell their husbands about it. The men come in, see the show and buy nice things,” Girard says.

As the five models--four women and one man--parade the Naughty Fanny wares, Girard fetes customers with white wine served by two young women decked out in evening tails and fishnet stockings. “It’s a way to thank all my customers,” says Girard.