Avon Products Inc. plans to begin a United States lingerie sales business through its direct selling channels. James E. Preston, the company's chief executive, said yesterday that Avon hoped to reduce its reliance on its $300 million gift business and emphasize lingerie instead. Test marketing of lingerie sales in the United States with the Warnaco Group Inc. and an existing lingerie sales business in Canada have both been successful. Avon's gift sales declined in the third quarter and executives expected that full-year gift sales would be 15 percent below 1992 levels. The United States lingerie business will begin by the second quarter of 1994.
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