Fashion brands and retailers with global aspirations must ensure they adapt their sizing to the different markets they enter, Wacoal Eveden chief executive Tracy Lewis told delegates at Drapers’ Fashion Forum this morning.
Speaking to Anastasia Charbin, worldwide fashion marketing director at retail technology firm Lectra, on stage, Lewis said quality and fit are key for the Japanese-owned lingerie firm, which produces brands such as Fantasie and Freya.
“For us it is a real point of difference,” she said. “It’s not easy to manage fit, but it is important. We spend a lot of time looking at different fabrics and innovations we can apply to them.”
She explained how body types vary greatly from one country to the next, with product needing to be altered accordingly. “I was astounded to find the Japanese and Chinese body type are very different [for example]”.
She also added that keeping the company’s UK design base for former Eveden brands – following its sale to Wacoal for £144m in 2012 - including Fantasie, Freya, Goddess, has helped to ensure consistency.