+++ Promotion Strategy

Wacoal has focused on a direct sale to the customer using activities or premiums and adjustment of advertising strategy in the first half-year into more public relation in the last half, so as benefit directly the customers and maintain credibility in product quality. The company has advertising and sales promotion strategy that is

Advertising: To boost product image and to create confidence in product, focus is on the mass media such as television, bus stop, magazine and internet.

Sale Promotion: To boost sales volume at the outlet, focus is on setting appealing store ambience that will prompt consumers’ purchase decision.


Joint activity with the store: To foster good relationship with the outlet and to create product image for example organizing “IN STYLE 2001” as a display of lingerie fashion trends and development in material and design.

Special event activity: This is to help build up consumer’s awareness and recognition of the company. Advertising aside, public relations on marketing activities and social activities should go in the same direction for example organization of “Wacoal’s Pink Ribbon Fights Breast Cancer,” so that women would be alert in keeping themselves from breast cancer.


Promotion strategy is one important thing for sale product because consumers will absorb many detail of product from this strategy especially advertising pass media such as television, bus stop, magazine and internet. Moreover consumers still consume presenter that mean the presenter can attract people in society to be interested in product especially ladies’ lingerie.