It is common knowledge in the business world that "New Ideas" successfully
developed, will realize tremendous profit, particularly in the field of consumer
goods. The most important steps prior to the development of a "New Product"
or "Re-Modelling" of existing merchandise are; "RESEARCH" and exhaustive
"STUDIES" including psychological approaches, and extensive market surveys.
"SALES POINTS" must be "NEW", and clearly distinguished from currently
marketed similar merchandise, and outstanding differences and/or new factors
niether found, nor developed by existing manufacturers must be pointed out.
"NEW and UNIQUE" features should be strongly promoted. The"Advantages
and Value" of the newly developed product, and its "Positive Noticeable Effects"
must clearly be illustrated to the consumer.
Without acknowledging the real grievances and true needs of the consumers,
manufacturers are unconsciously apt to have preconceived ideas in regard to
the design and quality of the goods. For instance, it is obvious that they have
never become conscious of the necessity of making underwear with high-leg
contours yet wrapping both lower buttocks individually with a "Superb Fit".
As a result, consumers are naturally driven into a situation where they cannot
help buying what is available on the market, despite the common dissatisfaction
and discontentment as to the functional limitations of the designs and quality
of the existing products, and due to the nature of advertising thereof. Therefore,
a truly "NEW PRODUCT" or wisely"RE-MODELLED" product, from the
successful modern marketing approach, should be accompanied by any
"CREATIVE SALES POINTS", clearly showing that 'Anyone can make the
product, however, no one has ever become aware of the defects or errors
repeatedly made, nor taken the initiative to improve the basic functionality
of the product until now.'
Numerous types of Women's Underwear and Men's Briefs are now marketed by
various manufacturers. However, it has been observed that common defects and
mistakes are repeatedly being made in the pattern designs notwithstanding they
are rectifiable. Madison had seriously taken the consumers' "Complaints" and
"Grievances" and "Needs" into utmost consideration, and set out to correct and
rectify the common errors rested in the traditional pattern designs. Exhaustive
RESEARCH and STUDIES of existing underwear revealed; that in the pursuit
of gaining comfortable/attractive "High-Cut Front Leg Lines", manufacturers
find it impossible to make a product which will provide constant deep coverage
for the derriere, as far as they cling to the preconceived traditional patterning
concept. Conversely, they are well aware of the fact that if a PRODUCT is
intentionally designed to fully cover the hips and buttocks comfortablly, in usage
of the traditional patterning concept, "Front Leg-Lines" of the front pattern piece
cannot be cut high, as it will definitely cause slipping/loosening/folding at the
base line of the rear piece. Thus, leading to unwanted bulkiness and discomfort
at the crotch area due to the excess fabric which gathers around there during
various body movements. Therefore, these "Detrimental Effects" consequently
will cause damage and harmful factors to the Functionality/Fit/Appearance of
the undergarment. In order to avoid discomfort and any "Detrimental Effects"
from the hip-wrapping underwear, designers and manufacturers have had no
choice, but to cut the front leg-lines lower.
"Comfortability and Good Fit" have always been achieved at the "Sacrifice"
of the look and functionality of the products and vice versa. In addition, it is
now a tendency in affluent countries to concentrate on the elastic yarn used
"2-way" high quality knitted fabrics specifically developed for better fit and
comfortability, rather than to focus on the importance of fundamental and basic
approaches to the "Rectification" of traditional pattern designing concept.
The "2-way" knitted fabrics "On the Surface" seem to provide a good fit and
appearance, however, the fabric will in the meantime return to its original basic
pattern shape during body movements. In the true sense, therefore, the optimum
usage of the high quality"2-way" knitted fabric has not, as yet, been achieved. In
order to compliment each other, the 3-Dimentional Sherical Patterning Method
of the "KNOW-HOW" technology combined with the "Unique Properties" and
its ultimate high quality 2-way knitted fabrics will produce the highest quality
"Functional and Beautiful" undergarments. In this instance, in 1980 in Japan,
the top ranking high quality womens' undergarments company, Wacoal, adapted
the Madison "Know-How" technology for use as the fundamental need, and in
1981 followed by Mizuno and Gunze.
Consumers today are more educated and well aware of good fit in underwear,
however, they are not always completely satisfied with the undergarments
available on the market. MADISON places top priority to listen to the
"Expressed Needs" of the consumers, and to produce a product which will
provide optimum satisfaction in undergarment design. The main purpose of
RE-DESIGNING existing underwear has been to achieve the best possible fit
in accordance with daily body movements, while enhancing beautiful body
Madison has gone to great lengths to choose a relevant name, "SPONTANEOUS"
for its "KNOW-HOW" technology, as this unique design concept can produce
underwear that promotes natural wearing comfort, thereby encouraging free
and natural body movements. Undergarments produced utilizing MADISON
"KNOW-HOW" provides the wearer with Functionality/Superb Fit/Enhancement
of Beautiful Body Lines. These undergarments are comprised of a spherical
shape, fitting snugly to the body supporting the most delicate inguinal region
without irritation. Despite complex movements of the hips, groin and derriere,
the wearer is assured of comfortability.
The "KNOW-HOW" technology was created through the exhaustive studies of
human body engineering and existing undergarments from all corners of the
world, using "Geometric Principles", spherical "Trigonometry", and the creative
"Deflection Theory" in order to thoroughly utilize the precious merits of
knitted fabrics = the inherent properties; RE-Tensility, Tensile Strength
and Tensile Stress.
The unique shapes of the cut patterns and their multifold effects produced
when sewn together enable knitted fabrics to support the lower private region
attractively and to co-ordinate functionally with the natural movement of the
muscles and fat tissue. The shape of the undergarment adjusts and adapts to
the body, due to the deflection of the fabric's unique cut, in conformity to
the spherically designed patterns. Noteworthy is that the concept of the
"Deflection Theory" and the "Precision" of cutting the patterns relevant to
the theory is the most vital factor of the "KNOW-HOW" TECHNOLOGY.
An outstanding characteristic of the "KNOW-HOW" is visible and can be felt
at the gluteal cleft and crotch regions. In this area the fabric is beautifully
and functionally fitted into the hip-bottom valley, so that the buttocks are
respectively supported without pressure. High-cut front leg-lines of the
"KNOW-HOW" products are beautifully designed so as to remain stable in its
optimum position. Designs of front leg-lines and their contours made using
the "KNOW-HOW" technology are situated comparatively deeper than those
of the world wide competitors' designs.
Madison's innovative theories are also applicable to children's underwear,
men/women/children's swimwear, women's girdles/leotards/bodysuits/tennis
wear, dance wear, aerobic wear, sports bloomers, and any lingerie where a
covering piece of fabric is required for the delicate areas of the waist, groin, and
buttocks where fit and feel are considered indispensable. The aforementioned
"Deflection Theory" of the "KNOW-HOW" technology is also adaptable to the
delicate cutting patterns for free brassieres. "SPECIFIC" MADISON's
"KNOW-HOW" with regards to brassieres have, as yet, neither been disclosed,
nor entered into business negotiations.