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Wacoal-Eveden owns several lingerie brands including Freya, fantasie, and Elomi. It has exclusive stores in York, Bluewater, and Cardiff that showcase lingerie through hidden cupboards and merchandising. The company offers a wide range of sizes and products, from bras to swimwear. It aims to attract younger consumers through fashion trends while also meeting demand for larger bra sizes. Market research shows top lingerie retailers are Marks & Spencer, Primark, Asda, Tesco, and women's fashion stores.
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In an industry known for its constant churn, it’s easy to mistake trends for passing moments — a pattern here, a silhouette there. But the most impactful trends don’t just change wardrobes; they reflect shifts in culture, identity, technology, and the way we live. These are macro trends — deep-rooted, slow-burning movements that shape not just what we wear, but why we wear it.
This distinction is precisely what makes the latest special edition of Exclusive Fashion Magazine (EFM) so vital. Curated under the visionary leadership of Jason Weldon, the 600+ page issue is more than a visual feast. It’s a cultural artifact — capturing the undercurrents that are pushing fashion into new, uncharted territory. From global artistry to sustainability redefined, EFM positions itself not only as a chronicler of trend cycles but a shaper of them.
So, what exactly are the macro trends shaping the next wave of fashion? Here’s what’s rising — and what EFM is boldly amplifying.
1. Cultural Hybridity as Creative Engine
Gone are the days when fashion was dominated by a Eurocentric lens. Today’s most exciting designers are blending cultural references into wholly new design languages — not as token gestures, but as authentic expressions of identity. From South Asian silhouettes rendered in modern mesh to Indigenous beadwork layered over techwear, fashion is becoming a site of cultural reclamation and hybridity.
EFM’s special issue puts this front and center, featuring emerging designers from regions often overlooked in the global conversation. Each collection isn’t just wearable art — it’s a dialogue between ancestry and aspiration. Jason Weldon’s editorial direction ensures these voices aren’t diluted but celebrated, showing how cultural fluidity is now a key driver of creative innovation.
2. The Rise of Purpose-Led Fashion
Consumers are no longer satisfied with style for style’s sake. They want to know what their clothes stand for — who made them, how they were sourced, and what values they represent. As a result, fashion is becoming increasingly aligned with social and environmental purpose.
Whether it’s a designer using biodegradable materials or a brand supporting community-led supply chains, purpose is now inseparable from product. EFM doesn’t just cover these efforts as trends — it treats them as industry imperatives. In this edition, readers are introduced to changemakers who see fashion as a platform for climate justice, ethical labor, and cultural preservation. This is fashion with a mission, and EFM is giving it the spotlight it deserves.I?NCI? EVI?NER RETROSPEKTI?FI?, RETROSPECTIVE (2).ppsx
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Market sector
- 2. I have been asked to work as part of the marketing team of Wacoal-Eveden. I am going to research the underwear reports of Mintel and gain a clear knowledge of what the current underwear market has to offer. Owned by Wacoal Eveden with head office in Desbrough with an London office, trademark brands- Freya, fauve, fantasie and newly joint ownership of Wacoal. Also sells Elomi(fuller bust range) and Huit (French brand for a petite frame). Brands sold worldwide. Expert bra fitting on over a 1000 lines. Wide selection of sizes 28”-46” a-k (nightwear, control lingerie, swimwear, wedding and high impact sports wear) each lingerie range comes with 3 selections- matching brief, thong or short. Price range between ?26- ?74 for fullprice bras, ?8-?37 for full price knickers. Promo-Sportwear worn by the British ladies volleyball team, magazine branding, 02 PRIORTY, she loves York events, instore incentives such as ‘managers special’ ,limited ’20% of student discount’ and price matching, goodie bags, online reductions. Exclusive 3 stores in the uk- York, bluewater in kent and Cardiff. Each store Is Sophicatly presented with lingerie hidden behind smartly layout of cupboard fronts with merchandised items on the cupboard fronts, with fast fashion trends compared to other lingerie stores.
- 3. ? Fashion and modern culture create new meaning to innovate something in to society. This creates want for something fresh, helps a lot with under 35’s as they are involved in young culture. ? Wider range of sizes- the rise in obesity has given more of a market for the larger bra sizes which means there is more in demand in prettier, more feminine designs- this could be both a strength and weakness. ? Purchasing of safety/support has become a lot more common. sports underwear has had more research from knowing the damage of not wearing a sports bra. Meanwhile between 2014 and 2015 there has been a decline in buying maturnity bras, this is suggested to be from cuts in child tax credits. ? In 2012, Debehams launched size 18 model to an average sized model, I personally think this is good to show there is a variety of shapes and sizes and there is not just one shape. ? Females under 25 make the main underwear purchases. ? Aged 45-54, there is a positive growth in gift buying for couples.
- 4. Researching marketing sector Top 5 lingerie companies 1. Mark and spencers 43% 2. Primark 32% 3. Asda 20% 4.Tesco 18% 5. Womens fashion store 14% At the top of the lead, Marks and Spencer's stand at a good 43% of the market. this could be from the Rosie Huntington Whitley 2012 Autograph campaign. The campaign adspend by 170%. Even though 60% of women disagree that celebrity endorsements would not change there opinion. Interesting, men are more likely to buy from this.