Elements work up lingerie market

30 Jun '06

2 min read

The lingerie business has not been at its peak in since 2004 when sales dropped rapidly. With decreasing attention to the underwear market, Japan's Body Fashion Association had made an effort in reviving this industry with the theme of “Something Blue” and turning 900 lingerie stores in Japan blue.

Still, in May, one of the large women's lingerie company Peach John had joined with big-time lingerie maker Wacoal for a tie-up in capital resources, and since then, the lingerie industry has been focused frequently by the press. Fortunately for the lingerie industry, room wear developed by lingerie brands are selling very well, uplifting the depressing sales.

They are abundant in color, prints and design variation and are attractive in a sexy way. These room wears are nothing like the pajamas and sweatpants that had only comfort and not so much aesthetics.

Ravijour was developed by Egoist in S/S 2004. This brand held 2,3 types of room wears in their first year but currently the amount has reached 20.

Designer brands are gradually starting to join in on this ride Tsumori Chisato has developed a room wear line under the name Tsumori Chisato Sleep and Anna Sui will be releasing their room wear line from this autumn.

Another uplifting element to the lingerie is the gradual trend for Japanese women's trend towards lingerie's that could be worn and shown as clothes. Collections with crochets had attributed to this trend largely and lingerie brands are coming up with their own crochets and other lingerie that could be worn just like a camisole.

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