A premier manufacturer of women’s intimate apparel, Wacoal America decided to create their first direct-to-consumer website to sell direct and educate women about their claim to fame, namely, “fitting comfort to women”.
Wacoal America, headquartered in Lyndhurst, NJ, also has show rooms and offices in New York City’s apparel district, manufacturing plants in the Dominican Republic, and a sales office in London. The company ships approximately 3,500 cartons per day with most, up until now, going to department stores.
Why create a direct-to-consumer website? According to Cathryn Hondros, vice president/IS of Wacoal America, the driving forces were threefold:
Stores that carry their products may not carry their entire line of products so customers have a limited choice of their products.
Their unique message about fit and comfort and how their products satisfy that message and satisfy their customers, may not be being addressed or addressed the way they want it to be in the department stores.
Direct sales improve profit margins and the bottom line.
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