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Chinese Brands Can Teach Victoria’s Secret How to Sell Lingerie Today

China’s $61 billion underwear market has been disrupted by digital-first domestic brands signalling subtle feminism and sensuality. International lingerie giants need to catch up.
A campaign image from leading Chinese lingerie brand, Neiwai.
A campaign image from leading Chinese lingerie brand, Neiwai.

Neiwai, Ubras, Bananain, Toffee and Livary Mio are all names that probably mean very little to people outside of China, but within the world’s largest fashion market, they are doing a roaring trade.

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