The Newest Trend in Lingerie:
the “Bralette” Replaces the Traditional Bra
According to a report by the Korean Association of Clothing Industry, 97.7% of women wear brassieres. Recent introductions of a wide range of functional products make a variety of bra choices available to suit individual preferences.
The underwire bra is the most popular product in women’s underwear. This is because wires are thought to support chest shape and suppleness. However, wires can disrupt proper blood circulation and may also cause indigestion and esophagitis.
As a result, bralettes are gaining popularity as a huge new trend in women’s lingerie and replacing the traditional brassiere. Bralettes minimize pressure by removing the burdensome pads and wires of traditional bras. Most of the popular products sold in Korea are either imported or copies of other designs.
Awarded the “Highest-Quality Innovation Brand in Seoul” prize in 2017 by the Seoul Metropolitan Government and Small and Medium Business Support Agency (SBA) director Joo Hyeong-cheol, COMFORT LAB is gaining attention as the only company specializing in in-house production of its own brand.
COMFORT LAB started by asking, “Why can’t bras be fashionable and comfortable?” and removed the uncomfortable elements of the traditional bra—wire, the band, and the hook—while combining the chest support and fashion sense of bras in its bralette, which is well suited to Korean body types. After research on the bralette, the company was able to launch its first product after obtaining a patent for its model.
Considering that affordability is essential for everyday necessities such as underwear, the company maintains low prices through dedicated production factories. Since its release in social commerce and the open market, consumers have returned again and again to COMFORT LAB’s products, and the company has seen significant growth in sales.
“We are not surprised at the results of our internal analysis,” said a COMFORT LAB official. “The company purchases from a warehouse and sells to a demographic of women 20-60 years old. Consumers then review the products
“We are surprised to see that our consumers range from 20 to 60 years old,” said a COMFORT LAB official, “A number of customer reviews has shown that the market has failed to respond to the high demand for stylish but comfortable underwear.” He also said, “Through new attempts, I will try to think outside the traditional lingerie industry’s perspective to make a product that will win customers over.”
Meanwhile, COMFORT LAB’s representative product, the Goddess Bra(Lacy Comfort Bralette), was selected the “High Innovative Product Brand” prize in Seoul in 2017. The company is also a branch of SBA’s Sales Program at “WeMap High Seoul Shop,” and sales are on the rise due to enthusiastic responses from consumers. It plans to diversify its shopping mall and make inroads into offline markets by joining SBA’s marketing support project in February.