Underwear, Loungewear & Swimwear

In October, PEACH JOHN opened pre-orders for its holiday collection, significantly boosting its visibility ahead of the seasonal peak sales period. The early move, aimed at year-end sales, drew attention across the industry.

In experience-driven promotions, HEAVEN Japan held a pop-up event on October 7, raising interest in its distinctive concept of appropriate underwear. aimerfeel released its autumn LOOKBOOK on October 6, effectively capturing seasonal demand. Unnanaku Cool, a Wacoal-affiliated brand, launched a new series on October 1, spreading buzz as a group brand. In the functional bra segment, glamore rolled out new colors and a campaign on October 2, while in the water-absorbing shorts category, momful opened pre-orders for a limited color on the same day, strengthening its presence in its respective specialties. MOIS ET JOUR, a femtech brand that offers fresh perspectives, continued to attract attention, while BODYWILD, a staple of men's innerwear, gained exposure with its autumn-winter functional materials. HOTMAGIC, a seasonal product, drew interest with its annual approach to managing temperature differences, and HAKUTORIKO, a compression underwear brand, was again mentioned in the functional innerwear market.

Starting from the early pre-order move, multiple themes, including functionality, femtech, and seasonal adaptation, surfaced simultaneously in a single day, and the innerwear market as a whole is showing the energy of a seasonal transition.