2. I have been asked to work as part of the marketing team of Wacoal-Eveden. I am going to research the
underwear reports of Mintel and gain a clear knowledge of what the current underwear market has to offer.
Owned by Wacoal Eveden with head office in Desbrough with an London office, trademark brands- Freya,
fauve, fantasie and newly joint ownership of Wacoal. Also sells Elomi(fuller bust range) and Huit (French
brand for a petite frame). Brands sold worldwide. Expert bra fitting on over a 1000 lines.
Wide selection of sizes 28”-46” a-k (nightwear, control lingerie, swimwear, wedding and high impact sports
wear) each lingerie range comes with 3 selections- matching brief, thong or short. Price range between £26-
£74 for fullprice bras, £8-£37 for full price knickers.
Promo-Sportwear worn by the British ladies volleyball team, magazine branding, 02 PRIORTY, she loves York
events, instore incentives such as ‘managers special’ ,limited ’20% of student discount’ and price matching,
goodie bags, online reductions.
Exclusive 3 stores in the uk- York, bluewater in kent and Cardiff. Each store Is Sophicatly presented with
lingerie hidden behind smartly layout of cupboard fronts with merchandised items on the cupboard fronts,
with fast fashion trends compared to other lingerie stores.
3. • Fashion and modern culture create new meaning to innovate something in to
society. This creates want for something fresh, helps a lot with under 35’s as they
are involved in young culture.
• Wider range of sizes- the rise in obesity has given more of a market for the larger
bra sizes which means there is more in demand in prettier, more feminine
designs- this could be both a strength and weakness.
• Purchasing of safety/support has become a lot more common. sports underwear
has had more research from knowing the damage of not wearing a sports bra.
Meanwhile between 2014 and 2015 there has been a decline in buying maturnity
bras, this is suggested to be from cuts in child tax credits.
• In 2012, Debehams launched size 18 model to an average sized model, I
personally think this is good to show there is a variety of shapes and sizes and
there is not just one shape.
• Females under 25 make the main underwear purchases.
• Aged 45-54, there is a positive growth in gift buying for couples.
4. Researching marketing sector
Top 5 lingerie companies
1. Mark and spencers 43%
2. Primark 32%
3. Asda 20%
4.Tesco 18%
5. Womens fashion store 14%
At the top of the lead, Marks and Spencer's stand at a good 43% of the market. this could be from the Rosie
Huntington Whitley 2012 Autograph campaign. The campaign adspend by 170%. Even though 60% of women
disagree that celebrity endorsements would not change there opinion. Interesting, men are more likely to buy
from this.
