Expansion of International Lingerie Brands in China

In recent years, the Chinese intimate apparel market has become a gold mine for international lingerie brands. With rising disposable incomes, evolving fashion sensibilities, and growing body positivity movements, Chinese consumers—especially Gen Z and millennial women—are redefining what lingerie means: not just function, but self-expression.

Global players like Victoria's Secret, Triumph, and Intimissimi have aggressively expanded into China, adapting their strategies to fit local tastes. But it’s not just about opening stores—it’s about cultural resonance.

Take Victoria's Secret, for example. After a rocky start in 2017 (remember the Shanghai Fashion Show backlash?), they’ve rebooted with localized campaigns featuring Chinese models like Liu Wen and雎晓雯, and launched inclusive sizing and modest styles that appeal to Eastern aesthetics.

Meanwhile, French brand La Perla and Italian label Intimissimi are betting on e-commerce and social media influence. Douyin (TikTok) and Xiaohongshu (Little Red Book) have become critical platforms for storytelling, where soft glamor meets authenticity.

Here’s a snapshot of key international brands and their China footprint:

The data speaks volumes: Triumph’s early entry and extensive retail network give it an edge in tier-2 and tier-3 cities, while premium brands like La Perla focus on high-net-worth consumers in Beijing and Shanghai.

But it’s not all smooth sailing. Localization is key. A 2023 McKinsey report found that 68% of Chinese lingerie buyers prefer brands that promote body diversity and avoid overly sexualized imagery. That’s a sharp contrast to Western marketing norms.

Enter新兴players like NEIWAI (内外), a homegrown brand that’s giving international names a run for their money. NEIWAI’s ‘No Body is Nobody’ campaign struck a chord, pushing global brands to rethink their messaging.

So what’s the winning formula? Three things: digital-first engagement, cultural sensitivity, and product localization. For instance, breathable cotton sets in pastel hues outsell lace bodysuits in many regions—climate and comfort matter.

In conclusion, the expansion of international lingerie brands in China isn’t just about selling bras and panties. It’s about understanding a shifting cultural landscape, embracing inclusivity, and building trust through authentic storytelling. The brands that listen will not only survive—they’ll thrive.