Robert (Bob) Vitale, vice president of sales for Wacoal, said the company succeeds in the shapewear market as “the major distinction between Wacoal and other brands is the technological superiority of our products. We are able to work with the lightest fabrics that blend in with the body, are ultra-comfortable and still provide the necessary shaping and support. Our current anti-cellulite iPant launch is a great example of staying ahead. It has the cosmetic benefits in a shaper that women will feel comfortable wearing on a daily basis. Initial selling has been incredible!”
He described the market as trending toward light fabrics with built-in shaping through heat-sealed technology, and fabrics where the control is knit directly into the garment. Camisoles are also popular, particularly those that allow a woman to wear her own bra. “The constant improvement in fabrics will allow us to offer products that are as light as possible but still provide the necessary support,” he said.
Wacoal has put extra emphasis on the shapewear category in recent times. According to Vitale, this has resulted in “incredible growth: over 30 percent in 2009 and over 40 percent in 2010.”
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written by Amanda Torres Price published 2011-03-03 19:35:22
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