New fashion perspectives exploring evolutionary trajectories of Chinese high end underwear

The rise of China's underwear industry is only about 20 years, but annual turnover have already reached 100 billion yuan, and still increase with the annual rate of 20%. After the underwear industry went through the development of three modes (daily necessities mode, health care products mode and fashion mode), the industry environment became increasingly rational. There is no brand occupies a significant market share in Chinese underwear industry. For present, the brands are in the initial stage of market competition. There is a high profit margin and great market opportunity. This project aims to perfectly combine underwear industry and high-end consumers, and create a collection of underwear for the luxury market of China, providing female consumers with new and diverse options. We set our target age from 30-45 years old, not only because there are more middle-class and wealthy class people in this age range, but also because they have higher brand loyalty and a fixed taste compared to young consumers.