In Tough Times, Lingerie Shops Boom

One shimmering, lace-trimmed beacon of hope in this dingy economy: The lingerie business. At the underwear trade show CurveNY last month, WWD found a surprising number of people planning to open boutiques with names like Bra Savvy and Guilty Pleasures. Entrepreneurs hope that the low cost of lingerie ($5.47 on average, if you can believe it) makes it recession-proof, an idea bolstered by the success of online shops like Victoria's Secret website and

Take, for example, the tale of April Burch, scientist and virus researcher, who told WWD, "I've been affected by the economic crisis and have been trying to obtain grants, so I prepared for a life beyond science and research." Yes! Good on her for fighting the padded supremacy of Victoria's Secret and following her dreams and—wait, she's quitting virus research? Well, if we're all wiped out by a killer wave of influenza, at least we'll have cute underwear on.

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