A premier manufacturer of women’s intimate apparel, Wacoal America decided to create their first direct-to-consumer website to sell direct and educate women about their claim to fame, namely, “fitting comfort to women”.
Wacoal America, headquartered in Lyndhurst, NJ, also has show rooms and offices in New York City’s apparel district, manufacturing plants in the Dominican Republic, and a sales office in London. The company ships approximately 3,500 cartons per day with most, up until now, going to department stores.
Why create a direct-to-consumer website? According to Cathryn Hondros, vice president/IS of Wacoal America, the driving forces were threefold:
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