“Our product is mid-range rather than high end so we are not usually the first people hit by a downturn, but if we are affected then it could be there are deeper troubles. This is the first time in five years we have not had double-digit growth.”
“Our big question for Taiwan is whether to do discount promotions, maybe twice a year. We never used to do this,” Argain said.
Asked why France is still the world’s center for fashion and lingerie, Argain said there were “sound historical reasons.”
“We have a long tradition of success in this. Originally we produced all kinds of fabrics, such as Calais lace. Then we developed great creativity, with patterns and colors. Now, we have factories and fabrics from around the world so we emphasize marketing.”
Claire Camdessus, a commercial attache at the French Institute in Taipei, added that the government also supports the fashion industry, starting from school. “It’s a tradition and we look after it,” she said.
Commenting on the local market, Camdessus said many locals are addicted to fashion labels.
“The rich customers are brand-driven, but actually I like the Taiwanese style, which is always colorful, clever and quite elaborate. Women here have a nice touch,” she said.
“After the show, on the fifth floor at Sogo, a clerk named Zhang (張) said she had been working in the store’s underwear department for 10 years.”
“There have been changes in that time,” she said. “For work, of course, comfort and a nice feeling against the skin is most important. But in different situations women now are more experimental. Men are also more likely to buy lingerie. They never did before.”
There’s a lot to say about a piece of lingerie, Argain said, even if there isn’t much to it.
“For instance, did you know that a French bra is built from 30 different pieces, has, on average, 15 sizes and five cup sizes. This means it’s incredibly difficult to make.”
It also partially explains why French brands charge around NT$3,000 for a set of bra and knickers and over NT$1,000 for a thong, which is essentially a glorified piece of string.
Even so, a woman surnamed Lin (林) said paying for decent intimate apparel was worth it. “There’s a huge difference between a good thong and a bad thong, especially if you have to wear it all day.”
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