Wacoal America wants to fill your drawers with its drawers and bras, camisoles, slips, and shapewear. It makes and distributes intimate apparel for its Japanese parent Wacoal under namesake brands Wacoal and Wacoal LUXE, and b. tempt'd by wacoal (designed for younger women). Its bras range in size from petite to ample, and in style from push-up to minimizer. Its panties provide coverage with control briefs or hanky panky with thongs. A Dominican Republic-based subsidiary also makes foundation garments and lingerie for sale in the US. Wacoal lines are sold in upscale US retail department stores, including Bloomingdales (owned by Macy's), Dillard's, Lord & Taylor, Neiman Marcus, Nordstrom, and Saks Fifth Avenue.
As part of its parent's strategy, Wacoal America is extending its reach beyond traditional lingerie offerings in order to win a bigger share of the global apparel market. The US, long Wacoal's largest international opportunity, accounts for more than 50% of overseas business. The company first entered the lifestyle marketplace by introducing b.tempt'd, a line of intimates that goes head-to-head with rivals like Victoria's Secret. Wacoal America has since launched a new shapewear collection, ControlFreak, designed to comfortably hide yet support certain areas of a woman's body according to her shape -- apple or pear.
During 2011 the company's value-priced bras and support underwear continued to win over consumers, as Internet sales gained momentum. Wacoal America's move from selling solely through retail partners to adding e-commerce is part of its strategy to raise brand awareness, better target its market, and enhance the in-store space. Each of its three sites provides a fit guide, glossary, and tips to help match the garment's style with an individual's body type and personal preference.
While some of Wacoal America's competitors are scaling back on fabrications such as laces and embroideries to cut costs, the company spends months in product development to maintain its reputation as having a noteworthy fit and finish. Citing that eight out of every 10 women are wearing the wrong size bra, Wacoal America hosts more than 800 fitting events across the US. It has developed the Silhouette Analyzer, a built-in computer that draws an outline of a woman's shape that appears on a private monitor screen. A fitting specialist then suggests a bra and panty based on the customer's shaping needs. The analyzer then draws another silhouette for comparison.
Wacoal America is also serious about its social responsibility. It has partnered with Susan G. Komen for the Cure for the past decade. Wacoal's support includes encouraging breast cancer screening and introducing bra lines designed for breast cancer patients.
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