Hiển thị các bài đăng có nhãn Stockings. Hiển thị tất cả bài đăng
Hiển thị các bài đăng có nhãn Stockings. Hiển thị tất cả bài đăng

Thứ Sáu, 15 tháng 6, 2012

Namyeung to capture bigger share of global lingerie market



High standards and innovative ideas are certainly not limited to Western companies – that has been proven by South Korean Namyeung Group, which specializes in the production of lingerie, underwear and shapewear, ever since the year 1954. In 1957 the company became increasingly important in the domestic market for lingeries and stockings. It was at this point that Vivien began – today it is still the leading lingerie brand in Korea.



Vivien's target group is women aged from 20 to their late 50s, who show special taste within their age group. With this in mind, at the end of 2000 Namyeung introduced new brands such as "Blue vivi", for women aged 20-30 and "Noblelinge" for women aged 50-60. With its own brand of "Gentoff" the company even managed to establish itself in the mens underwear market. The brand "Barbara of France" is still owned by Namyeung today.

For a long time underwear was seen merely as an everyday necessity. Consumers had no problem with it as long as the fit was good. Very early on, however, Namyeung emphasized far more demanding criteria. According to the company, underwear can be – and should be – just as multifunctional and attractive as outerwear! The product range – which for several decades now has played a major role in the expansion of the Korean underwear market – features several outstanding designs.

Read More about Namyeung to capture bigger share of global lingerie market @ Fibre2fashion

Thứ Hai, 4 tháng 5, 2009

Lingerie From Then Till Now

Let's begin with the word Lingerie itself. What does it mean? Where did it come from?

The word itself is of French derivation and originally meant "linen goods". The actual word can be traced back in history as coming from "linum", the word used for flax.

Now "linen goods" does not bring to mind any images of the scantily clad women we see today so it seems as if it went through some kind of transition. In 18th and 19th century England, it was considered improper for a woman to openly refer to her underwear in normal conversation and polite euphemisms were used instead.

The French of the time simply referred to "women's underwear" with the French word lingerie as a substitute for that which you did not openly discuss. Lingerie of the time had the sole purpose of absorbing sweat and other body fluids in an attempt to preserve the much more expensive outer wear. The clothes of the day were not mass produced in China; they were mostly handmade to order by a family member or a professional seamstress etc. The point being, outer wear was considered expensive, hard to come by, and therefore had to be looked after and kept clean. Underwear was therefore made of cheap linen which could be washed often and replaced much more easily and affordably.

So how did the French word lingerie find its way into the English language? Corsets were already in use by Victorian women during this time but they used the word 'corset' as is. The corset is therefore not responsible for popularizing the word lingerie. It comes from another French invention called the brassiere which became known to the English and Americans during the roaring twenties, spurred on by early Hollywood films which threw a spot light on beautiful women with desirable bodies in sexy dresses. Soon everybody was talking about the gorgeous movie stars and women wanted to shape their bodies and style their hair to resemble the screen icons of the day. The brassiere became the hot item and the French became seen as the "knowledgeable source" of desirable women's underwear.

The brassiere was originally designed only to support the breasts but its versatility was quickly recognized and over a relatively short time its use branched out to cover the many needs of the day. The question for women was; what did you want to do with your breasts? Just provide support, support and lift etc. The versatile brassiere could be designed to fit any need. Styles changed from flat to pointy to naturally rounded. Men took notice. Women noticed that men were interested which just fueled the fire.

Stockings, suspenders and brassiere became collectively referred to using the French word "lingerie" because it sounded more exotic and mysterious than any wording the English speaking marketing people could come up with. Thus the word lingerie became popular and ingrained as the term used to describe "special women underwear" as being something different to functional women underwear.

Shaping peoples' bodies to emphasize certain features is hardly a new idea. Paintings from Crete (ancient Greece) depict Minoan women wearing a type of corset to slim the waist and push out the breasts to make a feature of them.

This is typical of the changing and different viewpoints among various cultures and times. Most of today's men would love to bring back the Minoan dress code for women. Their culture did also have its advantages. Women were treated as equals and garnered as much respect from men as they did admiration.


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