Cheap And Popular UNIQLO Steel Rim Underwear Has Become The First In The Japanese Market.

Fast fashion brand UNIQLO may soon become Japanese women's underwear.

The largest share of the brand.

According to market research firm Ou Rui International, the market share of UNIQLO's parent company in Japan's women's underwear market has reached 20.03%, while it was only about 15% five years ago, and it has been close to Japan.

The first brand is the market share of Wacoal 20.11%.

The reason why UNIQLO sells well is that it is cheap.

The price of a pair of shorts is less than 3000 yen (by contrast, the price of Wacoal's bra in Japan is around 4000 Yen Yen).

On the other hand, it is in line with the trend of consumers' pursuit of comfort. UNIQLO's underwear is no steel ring.

Of course, it also carried out large-scale publicity and marketing.

For example, look for Kojima Haruna to shoot an advertisement.

UNIQLO's market share has been the same since the launch of underwear with 2008 years ago.

In the last quarter, the main underwear product of breathable and light AIRism became the hero of UNIQLO in the Japanese market.

According to the Japan economic news, sales of UNIQLO stainless steel underwear in Japan increased by more than 200% over the same period last year.

The popularity of UNIQLO has challenged the famous product Wacoal, even though Wacoal does not regard UNIQLO as its rival.

The addition of UNIQLO brands has lowered the average price and market size of underwear in Japanese market: the underwear of 4000 yen plus yen from 1998.

35% fell to 18% in 2014.

In the 2017 fiscal year, Wacoal's sales volume was 195 billion 700 million yen, which was basically unchanged from the same period last year.

But sales in Japan dropped by 2%.

Because of the help of inbound tourism, its sales in Tokyo, Osaka and other tourist cities have increased, making up for the decline in sales in other regions.

Net profit was 9 billion 700 million yen, down 22% compared to the same period last year.

Wacoal also has its own problems: the department stores which account for 30% of sales in Japan are rather depressed.

Wacoal is also adjusting, it will launch underwear without steel ring, but will not close the product to UNIQLO.

Ito Chiyasu, President of Wacoal, said: "no steel ring bra is comfortable, but the body lines may be damaged in the future."

Similar trends have also appeared in the Chinese market. Some consumers are turning to comfortable underwear instead of traditional push-up.

The main brand without steel ring has become one of the most popular underwear brands on the electricity supplier.

On line, it maintained 500% growth rate for three years in a row, and sales reached 150 million yuan in 2017.

Now it's expanding the store.

Not only is UNIQLO, but other fast fashion brands are also adding underwear products, including Topshop, Mango, Forever 21 and so on.

Inditex, Zara's parent company, is also opening the store of lingerie brand Oysho.

These brands are more sensitive to the needs of young consumers. They all offer lightweight underwear with no steel rim or bralette.

In the US market, the secret performance of Vitoria has gone down for a long time.

And its positioning is quite different, the main brand of comfortable underwear Aerie store sales for 12 consecutive quarter growth.

Comfortable underwear gets welcome, and the trend of footwear.

Sales growth is similar to that of high shoe sales. Women consumers are increasingly focusing on their experience, not just good-looking, whether they are sexy in traditional sense.