01WITNESS THE POWER OF GROWTH
FashionA mainland China-based girls' lingerie brand | Expanding into the Asia-Pacific region
- Challenge — Challenge
- An Asian lingerie manufacturing giant, the brand started as an OEM for European labels. Initially focused on lingerie for women aged 28–38, its narrow category and audience limited market expansion and competitive differentiation.
- Approach — Strategy
- Transformed the brand by targeting the growth potential in China's youth lingerie market. Created an iconic pink visual identity for a young audience, focusing on affordable, vibrant, and versatile styles. Launched lingerie-as-outerwear products across a network of offline and online stores.
- Result — Outcome
- 200+ stores. Key brand repositioning from lingerie to young women's apparel. Expanded to over 200 stores across Greater China, Singapore, and Malaysia, becoming one of Asia's fastest-growing fast-fashion lingerie brands.
