2024.11.01

All Items Are Under 980 Yen, So How Is Their Functionality Above Average!? Workman's Winning Strategy in the Fiercely Competitive Ladies' Innerwear Market

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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.

Aiming for "Half the Price, Better Functionality"

Koji Yamada (hereafter, Yamada)What was the catalyst for the planning of the "Shin Breathing Inner"?

Takeshi Kitamura (hereafter, Kitamura)It began when we decided to launch the new business model targeting women, "Workman Girls," but realized there was no core innerwear lineup.

YamadaIt was announced at the new product launch event held in August 2023 that Workman would enter the ladies' innerwear market. I remember it well since I attended that event. In entering such a highly competitive market filled with strong rivals, what points were emphasized in the planning?