The largest workwear company,
Workman, announced its entry into the ladies' innerwear market in 2023. Armed with the "Shin Breathing Inner (シン・呼吸するインナー)," they plunged into a red ocean teeming with powerful competitors, including the reigning champion, UNIQLO.
One year later, Workman announced the "Shin Heating Inner (シン・ホッとするインナー)" for autumn and winter to enhance their offensive.
This time, we spoke with Takeshi Kitamura, the director responsible for the development of Workman's innerwear, and Koji Yamada, the official ambassador of Workman, to hear about their winning strategy in the fiercely competitive ladies' innerwear market and future product releases.