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Uniqlo Made a Bet on Comfortable Bras. Now It’s Paying Off
- Brand became top seller of women’s innerwear in Japan in 2020
- Sizing, marketing to post challenges in Uniqlo’s overseas push
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A years-long bet on comfy bras and underwear has paid off for Japanese fashion retailer Uniqlo, as shoppers gravitated toward functional basics during the pandemic in a trend that looks set to continue in women’s wear.
Uniqlo, part of Fast Retailing Co. and founded by Japan’s richest man Tadashi Yanai, edged out bra specialist Wacoal Holdings Corp. last year to become the top seller of women’s intimate wear in its home market after doubling its market share in recent years, according to Euromonitor.