Philippine Wacoal Corporation has been making Filipino women feel beautiful for 30 years now. President Ann Christine Palisoc shares, “It’s been a true honor taking part in positively impacting the Filipinas’ mindset by teaching them to confidently love their bodies, whatever their shape, size, or age.” She adds, “When you feel confident on the inside, this manifests through a beautiful glow on the outside. Confidence is beauty.”
It was in 1989 when Wacoal took the Philippine market by storm, offering the now legendary T-shirt Bra. Since then, this no-nonsense classic has been a staple in every Filipina’s wardrobe. Already a brand that is synonymous with quality and excellence in women’s undergarment fashion, it is trusted by Filipinas and women all over the world. This is because Wacoal not only offers durable and top-notch products but also superior customer service.
The steady climb to success
The company has had its share of challenges brought about by the various financial crises that rocked the local and global economy. But due to its stable finances and prudent practices, Philippine Wacoal Corporation has not just survived, but also flourished, with steady year on year growth.
Palisoc shares, “When we started, it was a real struggle with the department stores who expected us to offer discounts. But through constant communication, they began to understand our brand values. The superior quality of the products spoke for themselves and today, the department stores have become valuable business partners with relationships based on trust.”
Asked what Philippine Wacoal Corporation’s key to success has been, Palisoc has this to share: “Understanding the woman’s body backed by scientific study is the key to the company’s success.” She emphasizes, “This success has been the result of the brand’s core value of creating innovative and highly functional and comfortable products that enhance and beautify all individual body types.”
Aging exquisitely with Wacoal
For the last 40 years Wacoal Human Science Research Center in Japan has been studying an estimated 40,000 women worldwide, ranging in age from nine to 60 years old, closely monitoring how their bodies change during these various stages. Wacoal believes that it is crucial to select a bra that not only fits in terms of size but also corresponds to changes in shape and softness of the breasts as brought about by aging. Through this constant study of the woman’s changing body, Wacoal has become the woman’s partner in aging exquisitely.
To ensure that each woman purchases the bra that perfectly fits, Wacoal has designated beauty advisers who have become key in expertly measuring each customer and offering personalized advice based on their unique body type. During these private consultations, even the most tedious detail is considered, such as the bust point distance, not just the breast size or body shape.
Such extraordinary and sincere customer service has enhanced Wacoal’s brand image known for its premium price justified by consistent value, quality, durability, and utmost comfort.
From these in-depth scientific studies, Wacoal has likewise expanded their product lines to ensure that each woman’s unique needs are addressed. These include Sorci-age by Wacoal, Gococi, and Mood, its contemporary travel line. These innovative new products apply research-based technology, which are revolutionizing the customer’s experience in terms of comfort, design, and fashion. No wonder, every body loves Wacoal.
Giving back
As a progressive company, Philippine Wacoal Corporation contributes to society through their breast cancer and environmental awareness advocacies as well as by providing business and employment opportunities—all while teaching women to be confident and comfortable with their individual personalities and body types.
Through their Keep Abreast program in partnership with Gift2Life, Inc. and Soroptimist Internaitonal of Ortigas & Environs they hope to raise breast cancer awareness and educate communities by advocating early detection. To further support women, Wacoal boutiques (stand-alone stores) provide Remamma, a line of bras for breast cancer warriors who have undergone a mastectomy. These boutiques offer the privacy and personalized service for all women looking to find the perfect fit unique to their individual body shape. Wacoal proudly advocates inclusivity as well, offering plus sizes catering to all size ranges.
On top of this, the company spearheads socially relevant programs such as their bra recycling campaign. Doing their part to raise environmental awareness, Wacoal collects pre-loved bras and delivers these to a recycling facility in Cebu which turns them into fluff fuel which is a more eco-friendly type of fuel.
Through the years, the company has been a staunch supporter of all women as they continue to affirm their place in today’s society.
Since its beginnings three decades ago, Wacoal is now distributed nationwide in 61 department store counters (throughout the SM Group, Landmark, Rustan’s, Metro Gaisano, Sta. Lucia, and Island City Mall in Bohol), eight direct sales offices (three in Metro Manila, and one in Pampanga, Iloilo, Cebu, Davao, and Cagayan de Oro), six boutiques (Robinson’s Place, Manila; Grand Canal, McKinley Hill; Makati Circuit; U.P. Town Quezon City, Vertis North and SM Seaside City in Cebu) and three online stores.
The next 30 years
What lies ahead for Philippine Wacoal Corporation?
Palisoc enthusiastically shares, “Our focus is to grow the boutique business and further elevate the brand image by providing more exciting premium product lines and even better customer service.” She adds, “Better customer service means improving one’s total experience, from better facilities offering more comfort and privacy to better communication with our beauty advisers.”
According to Palisoc, beauty advisers receive regular training through workshops, seminars and sales rallies as well as incentives such as local and foreign trips to keep them excited about the business.
“As front liners, our beauty advisers arm us with invaluable feedback about our customers’ experience and such feedback is given much weight and relevance as we continue to innovate and design new products,” Palisoc says.
In the next years to come, you can expect Philippine Wacoal Corporation to continue to offer high quality functional and comfortable products but in addition to this, even more premium products featuring elegance and comfort while consistently enhancing the beauty of the woman’s body. You can also watch out for more exciting new product lines including lingerie, men’s underwear, and more activewear for women.
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