Recently, Interfiliere SHANGHAI interviewed Mr. Ishiguro, Vice General Manager of Wacoal (China) Fashion Co., Ltd., Shanghai Branch. They discussed various topics such as brand development, fabric research, and future growth.
Founded in 1949, Wacoal is a renowned global lingerie brand. For over 70 years, it has pursued the goal of "making women worldwide feel more beautiful." Wacoal designs products based on women's diverse personalities, lifestyles, and values, creating high-quality items that harmonize body and mind. This commitment to women's well-being has been central to Wacoal's global success. The brand is sold in 66 countries and regions. Since entering the Chinese market in 1986, Wacoal has supported the beauty of Chinese women. Their Human Science Research Center develops new products and technologies tailored to Chinese women, holding over 160 patents across various fields, including foundational, sports, sleepwear, and body-shaping lines. Wacoal is dedicated to enhancing the beauty, comfort, and health of all women, crafting a unique beauty for Chinese women.
Topic 1: What lingerie brands does Wacoal China have, and what are their positions？
Wacoal China currently has two main brands: Wacoal and Salute. To meet diverse consumer needs, the Wacoal brand is divided into Standard, Gold, PowerShape, and Blue Label series:
**Standard**: Focuses on high quality and comfort, catering to almost all body types.
**Gold and PowerShape**: Offer stronger design elements and ideal shaping effects.
**Blue Label**: Emphasizes "new self-aesthetic," targeting younger online consumers with high-quality, cost-effective lingerie.
Salute aims to be Wacoal's top luxury lingerie brand, offering a high-end experience for Chinese consumers seeking premium products.
Regardless of the brand or series, Wacoal focuses on unique functionality and design to satisfy the diverse needs of modern women. The goal is for Chinese women to find all their lingerie needs met by Wacoal, enhancing their quality of life and personal enjoyment.
Topic 2: How is Wacoal handling its online and offline business amid a complex retail environment？
The situation is challenging. Wacoal is confident in its product functionality, design, and quality, based on extensive research into body shapes. However, in today's Chinese market, making good products is not enough. There is a need to improve brand communication to convey product value effectively. Consumers now only buy necessary items that match price and value, making it crucial to communicate the value of products.
Topic 3: What type of fabric suppliers does Wacoal collaborate with?
Lingerie directly contacts the skin, requiring higher quality than regular clothing. As consumer demands for quality increase, Wacoal continuously seeks materials that enhance comfort and protect the skin. Most materials are sent to Japan for testing, aiming for standards higher than the domestic norm. The Wacoal Material Physical Properties Laboratory in Japan conducts rigorous tests on materials, including tensile strength, gloss, yellowing, abrasion, bursting, and washing. For example, bra back mesh must withstand 7,500 stretches to be considered for use.
In addition to material testing, Wacoal conducts wear trials with testers to ensure products meet daily wear needs.
Topic 4: Will Wacoal China plan more innovative products in the future?
Absolutely. Wacoal's mission is to contribute to women's life by producing beloved and timely products. The company continuously considers how to provide up-to-date products for customers.
Additionally, Wacoal Group has several brands not yet launched in China, like CW-X and Yue. The company is exploring how to introduce these brands to satisfy more Chinese consumers.
Topic 5: What are your expectations for the 20th Interfiliere SHANGHAI?
Interfiliere is a significant event in the lingerie industry. We hope the organizers will bring more trends to Shanghai and facilitate interaction and deep industry development. We wish the 20th Interfiliere SHANGHAI a successful event!
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INTERFILIÈRE SHANGHAI is an international leading body fashion show that has been serving the China's market for 20 years. INTERFILIÈRE SHANGHAI 2024 offers you the cutting-edge perspective and resources for the global intimate apparel body fashion industry, helps all exhibitors enhance brand influence in both domestic and overseas markets, and accelerates all attendees’ business development as well as the intimate apparel body fashion industry continuously breaking through aesthetic accomplishments from garments, accessories to apparels, and gaining insight into the latest fashion lifestyle trends.
INTERFILIERE Shanghai 2024
October 15-16
Shanghai Exhibition Centre
Visitor Pre-registration
