The Story of Aimer: How a Chinese Brand Became a Household Name

When you think of fashion in China, one name that keeps popping up is Aimer. But how did this homegrown brand go from a small workshop to a national sensation? Let’s dive into the fascinating journey of Aimer — a story of vision, adaptability, and smart branding.

The Humble Beginnings

Founded in 1994 in Hangzhou, Aimer started as a modest lingerie manufacturer. At the time, China’s apparel market was flooded with low-cost imports and generic local brands. But Aimer had a different dream: to create high-quality, stylish undergarments tailored for Chinese women. This focus on fit, comfort, and elegance quickly set them apart.

Rising With the Times

The early 2000s saw China’s middle class expand rapidly. Disposable income rose, and so did demand for premium fashion. Aimer seized the moment. By investing in R&D and collaborating with European designers, they elevated their craftsmanship. In 2008, they launched their flagship line Aimer Classic, which sold over 2 million units in its first year alone.

Data That Speaks Volumes

Check out these impressive growth metrics:

This table shows more than numbers — it reflects trust. Women across China weren’t just buying clothes; they were investing in confidence.

Mastering the Digital Shift

While many traditional brands struggled during the e-commerce boom, Aimer thrived. They partnered with Tmall early on and launched interactive fitting tools using AI. Their 2021 livestream campaign featuring real customers (not models) went viral, generating over 150 million views and boosting sales by 30% month-on-month.

But here’s the real secret: Aimer didn’t just sell products — they built a community. Through social media engagement and customer feedback loops, they made shoppers feel heard. That emotional connection turned casual buyers into loyal fans.

Style Meets Sustainability

In recent years, Aimer has doubled down on eco-friendly practices. From biodegradable packaging to organic cotton lines, they’ve aligned with global trends without losing their cultural identity. Their Green Whisper collection reduced carbon emissions by 25% per unit — proof that sustainability can be sexy.

What’s Next?

Rumors are swirling about an international launch. With a solid base in Asia and growing interest in the Middle East, Aimer might soon challenge Western giants like Victoria’s Secret. Could we see Aimer on New York runways? Only time will tell.

One thing’s for sure: Aimer’s rise isn’t just a business success — it’s a cultural milestone. It shows that with innovation, empathy, and a clear vision, a local brand can wear the crown of global relevance.