It is generally said
that about two decades ago, Japanese women did not know what
lingerie
was
until the French companies started to market to them. A country in
which even a low-paid woman is likely to have some fine lingerie under her
work clothes - looks as if these marketers have taught a lot to the Japanese women. As is often the
case, the Japanese companies took it several steps farther and now
Japanese use lingerie of as good quality as the French (Related:
How to be like the French women?), if not
better. Like cars and electronics, the Japanese have modified the
designs that Japanese lingerie
now is far more colorful, attractive, and feminine.
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 This is not a secret any
more. Dozens of women write to us every week asking where they can
purchase Japanese lingerie. Since the Japanese sizes do not suit a
typical western woman, the questions appear to come mainly from petite
American women or Asian
women who are enchanted by the design but are bored with the ugly designs
available in their countries. While the Japanese companies have done
a terrific job of marketing electronic
appliances and automobiles,
they have not taken the initiative to market Japanese clothing or
pop-culture. |
 Merlyn Mittins, who
recently returned from a trip to Japan, purchased some really great,
colorful underwear. She writes, "It was so exciting to find something
different. Unfortunately I have not been able to locate the shop or
similar underwear on the web to import. A lot of the
online shopping websites don't want to
import or are in Japanese. If Japan wants to get its fashion "out
there" it has to be accessible." Here is a message to all
Japanese lingerie companies that could capitalize by serving this
niche. However, to do that they have to make sure that the site is
at least translated into English and they accept credit cards issued
outside Japan (a problem foreigners face when ordering from Japan).
Merlyn bought two sets
of bras and
panties at Poesie (a chain of lingerie boutiques in Japan) in
Tokyo. She comments, "I could have bought at least twenty! I
found all the colors and the combinations of textiles interesting and
charming. Compared to the boring designs and colors that we have to choose
from, Poesie seemed to have fantastic choices. This is one of the reasons
I wanted to import the designs so that I could show other women what they are missing. I liked the
structured style and the quality of the stitching and general assembly
were excellent. The removable
bra straps were an added bonus. The combinations
of materials were well suited and added to the overall decadence of the
style. The attention to detail, bows,
embroidered flowers and all the
little extras showed that somebody enjoyed designing them."
Most foreign women
in Japan actually shop for underwear for themselves when they visit their home
countries because they find that the Japanese sizes are just too small for
them. Merlyn faced the same problem. However, she was very
pleased with the design and the overall experience of shopping for
lingerie in Tokyo. She shares her insight, "Although I wouldn't
describe this particular shop's underwear as feminine, I would describe it
as the prettiest underwear I have seen, I found that it was too decadent to
be feminine. But I feel that a lot of women who feel attractive, feel feminine.
I would like to take this kind of fun underwear to another continent."
Recommended links:
Japanese
lingerie designs Going
out in Tokyo Adventures
of a French girl in Japan Disney
lingerie
Japanese
lingerie Tips
for men to shop for lingerie
How to look good in
underwear
Lane Bryant Cacique bras
How to sell lingerie in Japan |
