November 23rd 2007
A Taiwanese lingerie company encouraged its entire female office staff to go to work in their lingerie for the day. Naming November 21st Camisole Day to celebrate record sales.The Sing Hwa group which manufactures lingerie also markets under the Audrey brand (for Attractive, Urbane, Delightful, Romantic, Elegant and Young) and owns a chain of over 250 high street retailers called Easy Shop which in keeping with the Easy Shop name are decorated bright orange. Come on Stellios, own up what is your involvement?
All 500 women working in the firm’s headquarters were encouraged to wear only camisoles and knickers - much to the excitement of their male colleagues. “We have been waiting for this day all month. Today, we are super high, and don’t know where to put our eyes,” salesman Cai Mingda told Straits News. More than 90% of female workers reportedly went along with the spirit of the day and worked in their underwear. Perhaps these young ladies pictured on the Easy Shop website were the 10 %.Liao Wenshen, 30, said; “The men were red-faced all day, and were becoming so polite to us. It’s so funny!” Zhang Yufeng, 32 and a mother of two added, “I have been on a strict diet to get ready for the day. When I was trying on my outfit at home, my husband told me I should dress like this every day.” We are not surprised; Audrey certainly makes an attractive range. Here are some of examples.
Huang Bihui, PR manager of the company, explained: "We introduced eight new camisoles into market and sold more than 20,000 in less than two months so we named the 21st as Camisole Day."
Employment lawyers said there was nothing illegal in the move so long as it was voluntary but it had its critics. Wu Juanyu complained: "Some women may feel forced to join in because of peer pressure and job competition. I don't know if the company is selling underwear or women's bodies."
The company has plenty to celebrate taking a US$100 million share of the domestic lingerie market since launching its first retail store in 2001. It was a bold move for a manufacturer to vertically integrate right through to the high street but with lingerie representing a full third of the Taiwan US$2.5 billion domestic market it was one worth pursuing.
You can visit their website at http://www.easyshop.com.tw/