Wacoal America Inc. will be launching an aggressive multimillion-dollar advertising campaign called “Wacoal Woman” in May.
The campaign was developed and produced in-house and will feature a new tag line: “The Art and Science of Intimates,” which speaks to a combination of beauty and technology. The marketing message is one of affordable luxury and seeks to portray Wacoal’s bras as beauty products that make women feel and look beautiful — just like the best beauty products.
Susan B. Malinowski, vice president of marketing at Wacoal America, said the campaign “recognizes our place in our consumer’s fashion life.”
“We are actually in the beauty business,” said Malinowski. “More to the point, we are one of consumers’ go-to beauty products. She chooses Wacoal daily over all the other bras she may have in the drawer. In fact, among the 1,300 Wacoal wearers we polled, 75 percent of those who buy Wacoal bras wear them every day. So just like her favorite mascara, concealer or lip gloss, we are the one she relies on, because we work and we are her most comfortable bra.”
The advertising and marketing initiative will break initially in May in upscale fashion magazines, and will be expanded this fall and in early 2015 across a wider range of print placements. The campaign will also have digital and social media components and in-store promotions. Point-of-sale materials will include a modern, glossy black-and-white video that Malinowski described as “very woman-friendly.”
“The campaign continues in September, through spring 2015 and beyond,” Malinowski said. “We are making a big investment in media. Our media plan is a significant increase and reflects nearly a tripling of pages versus the same period in 2013. Many insertions will be spreads. Look for us in Elle, Vogue, Harpers Bazaar, Marie Claire, Town & Country and InStyle. You won’t miss our message.”
Regarding Wacoal’s consumer profile, Malinowski said, “Our consumer is decidedly upscale and well educated. Almost 70 percent went to college, and almost 30 percent have advanced degrees. She is a dedicated better and prestige department store shopper, not a mall specialty shopper or a Target-TJ Maxx cross-shopper at all.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast