Victoria Secret Faces Challenges in Chinese Lingerie Market Expansion

If you’ve been following the global lingerie game, you’ve probably noticed one name that’s had a tough time cracking the code in China: Victoria's Secret. Once the queen of sexy marketing and runway glam, the brand is now struggling to stay relevant in one of the world’s fastest-growing markets. But why? Let’s break it down with real data, cultural insights, and a little behind-the-scenes truth.

The Fall of the Angels: A Cultural Mismatch

V.S. built its empire on supermodels, push-up bras, and a very specific Western ideal of beauty. But in China, that ‘ideal’ doesn’t resonate. Chinese consumers lean toward modesty, comfort, and natural shapes — think soft cup bras and cotton fabrics over padded push-ups.

In fact, a 2023 Euromonitor report showed that only 12% of Chinese women prefer heavily structured bras, compared to 48% in the U.S. That’s a massive gap Victoria’s Secret ignored for too long.

Enter the Local Giants

While V.S. was busy with runway shows, local brands like NEIWAI (内外) and Ubras were winning hearts — and market share. These brands focused on inclusivity, body positivity, and digital-first strategies tailored to Chinese social media platforms like Xiaohongshu and WeChat.

Take NEIWAI, for example. In 2022, they hit ¥1.5 billion in annual sales — all without a single billboard or Angel model. Their secret? Real women, real bodies, and real messaging.

Market Share Speaks Louder Than Ads

Check out this snapshot of the Chinese intimate apparel market in 2023:

See the pattern? The top players are digital-native, culturally fluent, and hyper-responsive to consumer feedback. Victoria's Secret? Still relying on legacy branding and underperforming physical stores.

What Can V.S. Do to Turn It Around?

First, go local — not just in product, but in voice. They’ve started with their 2023 'Love My Body' campaign featuring diverse Chinese models, which got 3.7M likes on Weibo. That’s a step forward.

Second, shift focus from sex appeal to self-expression. Chinese Gen Z isn’t buying 'sexy' — they’re buying confidence, sustainability, and authenticity.

And finally, embrace live commerce. In 2023, 65% of lingerie purchases in China happened via livestreams. V.S. needs KOLs, not runways.

The Bottom Line

V.S. isn’t doomed — but they need to stop thinking like an American icon and start acting like a Chinese brand. Adapt or exit. The market won’t wait.