Tracking the activities of lingerie industry from across the globe, the year 2015 declared China to be the most affluent and growing hub for national and international lingerie brands. The entire lingerie industry is shifting its attention to China as a hub for increasing brand presence and sales. It comes post realization of the fact that women in China are just as conscious and choosy about their lingerie as related to other apparel. Majorly, it is the changed perspective on luxury beyond outer appearance that deserves credit.
Using the situation to their advantage, leading Lingerie brands race ahead to claim their presence in the market this year. In October, 2015, London luxury lingerie brand Agent Provocateur opened its first standalone store in Hong Kong to join seven stores in mainland China, not long after Italian competitor La Perla opened its 14th China store in Hong Kong’s Causeway Bay. The high-end brands moving in on the market are joined by more mid-range labels like Etam, a French label that recently opened its first China store at Shanghai’s Super Brand Mall, and Victoria’s Secret, which opened its first nine mainland China stores in January.
Currently, the China’s self sufficient luxury market is growing slowly and lingerie sales in the country have been projected to rise by 18%. Luxury lingerie specifically greets a good audience in China as it contributed about one-third to the $20 billion made in lingerie sales last year, according to Angelito Tan, the cofounder of RTG Consulting. According to reports, Agent Provocateur sales are up 30 percent in the brand’s Beijing store, while La Perla’s Asian sales are up 40 percent thanks to the large part to Chinese shoppers. Another national lingerie brand Aimer is doing fabulously in the market with stylish and cost efficient lingerie. We perceive this as positive ambiance for the lingerie industry to step into.
