2024.11.20

Winter's "Sweat Cold Problem" Resolved: Newly Launched Functional Innerwear "Fire ASEDORON" from Gunze

#Gunze

#innerwear

#underwear

#functional innerwear

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While summer sweat is among the most uncomfortable experiences, did you know that "sweat cold" ranks high among winter sweat worries?

In light of this, we want to highlight the "Fire ASEDORON" developed by Gunze. This product focuses specifically on winter sweat cold and has been developed with in-depth market research, aiming to tackle the challenges faced by users.

In this article, we invite Takashi Hiwa, the manager, and Shiori Mizuno, the planning associate, from the company to share comprehensive insights into the development background of "Fire ASEDORON" and its specifications.

Be sure to check related articles!

What Makes "HOTMAGIC Kiwami" the Warmest in GUNZE's History Different from Other Winter Innerwear?

PROFILE

Left: Takashi Hiwa, Right: Shiori Mizuno

Takashi Hiwa
Apparel Company, Sales MD Headquarters, Product Planning Department, Marketing Group Manager
Hiwa joined Gunze Limited as a new graduate in 2008, engaging for seven years in new business development and ODM-focused sales. He then handled legwear promotions and product planning before assuming his current role in April 2023. He is in charge of marketing strategy for the large new brand "ASEDORON" set to debut in spring 2024.

Shiori Mizuno
Apparel Company, Sales MD Headquarters, Product Planning Department, Innerwear Group
Mizuno joined Gunze Limited as a new graduate in 2021, working in the innerwear development division. After that, she became part of her current role in September 2023, primarily responsible for seasonal product planning for HOTMAGIC, COOLMAGIC, etc. She oversees the development of the main innerwear products under "ASEDORON."

People Sweat All Year Round

First, could you tell us about the development background of "ASEDORON" which started sales in summer?

HiwaWe regularly conduct customer needs surveys. During our research for 24SS, we found that around 70% of people wear summer innerwear.

However, when we asked about their actual wearing experience, the satisfaction rate was less than half. Further investigation revealed that discomfort was caused by sweat not evaporating sufficiently, leading to stickiness.