Wacoal Creates New Brand for Chinese Young Women

On July 3, Japanese brand Wacoal announced that it had created specialty brand for Chinese young women between 20~30 years old and it would develop the products based on Chinese women's body shapes and preferences but the price is lower than those of Wacoal brand at about 60 percent.

Wacoal hopes to expand its customer groups from the high-income group to the middle-income class aiming to reach 10 billion yen sales in 2014 contrast to 60 billion yen in 2011.

The new brand is called "LA ROSABELLE". In addition to bras and panties, there are more than 150 categories including indoor casual wear and daily necessities. Based on the research data about Chinese women combined with the adapted design essence of Wacoal brand, the new brand reflects the female's body shape in products, and enhances inward squeeze function of bra. The centre price of per piece is about 150RMB.

The No.1 store locates in Zhongguancun, the western part of Beijing, where is home to a large number of young women. It will set up stores in big cities like Shanghai, etc, aiming to expand 130 flagship stores in the end of 2014. The market sales of Chinese women lingerie is about 1 trillion yen, growing at a speed of two-digit recently. Wacoal holds 20 percent market share in the middle-high level products area which only accounts for 10 percent of the whole lingerie market, therefore the company hopes to expand its business through a new brand.