Retail Disrupter ~ Wacoal® At The Helm

June 7, 2016

Living in Mexico, one gets used to an outside lifestyle. Whole rooms are set up al fresco. Being situated as we are in a desert terrain, it is not uncommon for certain friendly animal inhabitants to appear in our homes: geckos, birds, butterflies. But this past Friday, while having breakfast with my friend Kelley in her mountainside hacienda, we had a major disruption. A fox ran into the living room and decided to take a nap under her piano. This is not normal and we thought it was sick. With a soft yet careful approach, we attempted to give the fox some food and water, while we waited for help. I was convinced that its disorientation was a result of the extreme heat, an aberration at this time of year in Cabo. Why else would this wild animal cross a domestic barrier to seek refuge? The vet came to the rescue and in fact, despite our disbelief, diagnosed simple dehydration.

I have been reading about Disrupters, particularly in the retail marketplace, ever since I discovered The Robin Report and read the first of many articles on this phenomenon. Robin Lewis’ theory has infiltrated my thought process more and more as I witness the rise of entrepreneurial retailers and the fall of the old school behemoths who lacked the flexibility and foresight to understand the impact of both technology and free-thinking in the marketplace. Looking at the lingerie industry, it is blatant that it is the innovators that will survive and grow. It has always been my personal objective to recognize creative thought and try to separate potential from a flashy, yet shallow promise. At Lingerie Briefs, we are less interested in the lightning and more attuned to the storm.

I started this blog 7 years ago this month as my way, after 35 plus years in the Intimate Apparel business, of sustaining my well-tuned market instincts while providing valuable product insight for my fellow merchants. We targeted our audience to women (and men) who believe in the viability of product development and quality as an art form. That philosophy has seen a continued growth of readership. We, ourselves, chose a more literary path, and our follower’s profiles attest to our success. For me, after a 45 year merchandising career, the very process of blogging was a Disrupter. But it is not my style to travel in anyone else’s wake, and so I forged ahead to chart new waters.

My very first blog was a testament to Wacoal’s phenomenal underwire sports bra, 855170, which at the time, was a revolutionary new concept: an underwire on the outside of the cup to stabilize a large busted woman, sizes 32-42. C-H cups, without discomfort during intense motion. Extrapolating on the control needed during horseback riding, I compared it to a gorgeous horse whose power and support had brought me great personal satisfaction. Now, 7 years later, this workhorse bra remains one of Wacoal’s best-selling styles. It is a retailing winner even though this sports niche is now covered by a multitude of brands. True to this company’s pioneering posture, they will disrupt this category once again, when they deliver the first high impact zip front sports bra this month. Fitting 32-42, C-G cups, this bra, 853222 will be a life-saver for large breasted women who often struggle to put on a bra with ease. Because I ride 4-5 times a week, I have several go to brands, but I know, unequivocally that the science and art behind any Wacoal innovation is worth a try.