Jo West has worked at Wacoal Europe for 25 years. Starting out as brand designer, she has applied her knowledge and experience to various other roles before being promoted to design and development director in 2015.
Jo is responsible for the design of all brands under the Wacoal Europe umbrella – Freya, Fantasie, Wacoal, Elomi, b.tempt’d and Goddess – creating market-leading fuller-bust garments that are fashionable and on trend.
Speaking to Lingerie Insight as part of a debate on fuller-bust trends, she said: “Not only have the styles and shapes in our collections advanced, we’ve also pushed our fabric innovation further to make our collections feel even more comfortable.
“We’ve introduced softer-handle fabrics, which are lighter on the skin yet still give the great support that our customers require. You can see from our collections that Wacoal has evolved with new development and innovation being key.”
Jo also worked with the Wacoal Europe team of designers to introduce more premium product across the Fantasie brand, as part of the label’s luxury makeover in 2016.
“The Allegra collection from Fantasie is a key example of a fabulous premium range, which gives the perfect fit and continues to be in demand,” she said.
Jo is currently working alongside sales and marketing teams to refresh and realign all lingerie and swimwear brands under the Wacoal Europe umbrella, as part of a rebranding strategy.
With Freya, for example, Wacoal Europe’s main goal is to attract a younger customer whilst retaining its existing customers. And with Wacoal Europe’s most premium brand, Wacoal, the group hopes to make the label more accessible to international markets, whilst retaining its chic, timeless style.
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Company: Wacoal Europe
Address: Rothwell Rd, Desborough, Kettering NN14 2PG
Tel: 01536 760282
Focus: Fuller-bust lingerie and swimwear manufacturing