Worthwhile ~ Wacoal

December 13, 2013

In the mid 1980’s when I was VP of Private Label Development at Macy’s charged with building quality brands that would define the corporations Intimate Apparel business, I took a trip up to Bloomingdales where a Japanese based brand had just launched into the market. The company, Wacoal, had been carefully curated for the North American consumer. I was curious because in those years, all our textile research and procurement was anchored in Japan. They were renowned for high standards of innovation and quality. Although I was on a research mission, I walked out of the store with two new bras that in those days were considered a bit expensive. They fit so well and fit was an elusive affair for me. I don’t spend a lot of money on myself, but when I find an item that is beautifully executed and lifts me up, physically and emotionally, I recognize its value. I became a fan of the Wacoal-America brand.

It’s amusing now, almost 30 years later, that Wacoal’s products, still a mainstay of my lingerie wardrobe, would have ever been considered pricey. As the market moves ever upward in design development and always downward pursuing volume at any price, this brand has stayed the course of their heritage in R&D. Finding channels of efficient production while maintaining the integrity of product design and construction, they continue to create styles that meet broad consumer approval. From my perspective, this company represents the foundation of a profitable intimates business. When they ask me to try a product, I always concede. The nature of the Wacoal culture requires honest assessment and so, I am willing to participate in their analysis. This time it was the new lightweight contour spacer that takes my tried and true Basic Beauty underwire bra to a whole new level of support. Sitting at the top of my underwear drawer for easy everyday access, this t-shirt style available from 32-40, C-G cups is the definition of value: quality engineering, technical expertise, comfort and support. No frills, just reliability at a great price; it has already become a worthy new friend.