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Namyeung to capture bigger share of global lingerie market

15
Jun '12
High standards and innovative ideas are certainly not limited to Western companies – that has been proven by South Korean Namyeung Group, which specializes in the production of lingerie, underwear and shapewear, ever since the year 1954. In 1957 the company became increasingly important in the domestic market for lingerie and stockings. It was at this point that Vivien began – today it is still the leading lingerie brand in Korea.

Vivien's target group is women aged from 20 to their late 50s, who show special taste within their age group. With this in mind, at the end of 2000 Namyeung introduced new brands such as "Blue vivi", for women aged 20-30 and "Noblelinge" for women aged 50-60. With its own brand of "Gentoff" the company even managed to establish itself in the men's underwear market. The brand "Barbara of France" is still owned by Namyeung today.

For a long time underwear was seen merely as an everyday necessity. Consumers had no problem with it as long as the fit was good. Very early on, however, Namyeung emphasized far more demanding criteria. According to the company, underwear can be – and should be – just as multifunctional and attractive as outerwear! The product range – which for several decades now has played a major role in the expansion of the Korean underwear market – features several outstanding designs.

To guarantee a competitive pricing level and smooth delivery the Namyeung Group built several international production plants, which today employ a total of 4,000 local workers. The first of these plants was established in 1989 in Bandung, Indonesia under the name of "PT Namnam Fashion Industries", and currently has 2,700 employees, a maximum production capacity of 14 million items and turnover of 43 million USD, making it one of the largest production plants in Indonesia.

The second local production site, Qingdao Nannan Co., Ltd., was set up in China in 1992 and has since specialized in the production of stockings and core-spun yarn.

The third production site was established only recently in 2011, in Quindao, China, and bears the name "Qingdao Namchen Body Fashion Co., Ltd."


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