As global consumer aesthetics and preferences shift toward individuality and diversity, the once-dominant Victoria’s Secret Fashion Show has struggled to regain its former glory. The brand’s narrative centered on “angelic figures” and “sexual allure,” no longer resonates, revealing the limitations of a singular positioning in an increasingly diversified market. The rise of smart sizing has brought comfort to the forefront of the industry’s evolution.
While Victoria’s Secret has pivoted toward a focus on “self-pleasure” and “comfort,” it faces intense competition from emerging Chinese brands like ubras and Bananain, leading to a diminished market presence.
In China, the lingerie market is evolving alongside consumer upgrades. According to iiMedia Research, the pursuit of higher living standards is driving market growth, with projections estimating the industry will reach 273.4 billion yuan ($37.6 billion) by 2027.
Ubras has been a trailblazer in this transformation, introducing the first smart sizing in 2018. By eliminating sizing constraints through yarn and fabric innovation, ubras disrupted traditional models and accelerated the industry’s shift toward asset-light operations. Smart sizing has quickly evolved from an isolated experiment to an industry-wide consensus, leading brands like Bananain, Maniform, and Aimer to follow suit.
During the Spring Festival season, the lingerie industry embraces diverse opportunities. With the rise of new lingerie categories, traditional Spring Festival marketing is no longer limited to snacks and festive goods. Lingerie brands are leveraging key events like the New Year Shopping Festival to enhance their brand image.
Photo: Courtesy of ubras
Ubras seized this opportunity to expand its “red product” portfolio by launching the next-generation “RED Limited Edition Gift Set” and amplifying its market impact through the integration of online and offline channels.
The brand meets young consumers’ diverse demands for New Year purchases by fully embracing the “Her Era,” combining the symbolic meaning of red culture with modern design. This approach strengthens brand differentiation and conveys the unique value of “comfort, style, and good fortune.”
Under the theme “Big Red, Big Success,” ubras launched a “wearing red” social movement that resonates with young consumers seeking emotional comfort and positivity. It introduced the brand message: “Not just red, but brilliantly red,” combining the comfort and wearability of its products to provide consumers with a sense of security.
The “RED Limited Edition Gift Set” series incorporates elements like “Lucky Carp” motifs, transforming each box set into a symbol of hope for the future. The product line, featuring lingerie, loungewear, and warm base layers made from cutting-edge fabrics, offers a comfortable wearing experience with ergonomic design.
Since introducing the “RED Limited Edition Gift Set” series in 2019, ubras has continuously expanded the concept of “wearing red,” promoting it to build consumer awareness for specific occasions. The brand has now become a representative of the New Year red products market.
In 2023, the series achieved a gross merchandise value of 326 million yuan, further solidifying ubras’ market dominance. The brand’s focus on both physical and emotional well-being aligns with its core mission of empowering women to achieve “body freedom.”
Under the brand’s mission, ubras has launched the ubras Lab to continuously lead category innovation. In the field of fabric and yarn innovation, ubras Lab has established the “Lingerie Materials Joint Research Center” in collaboration with Donghua University.
Additionally, ubras fosters innovation in supply chains, distribution channels, and digital transformation, while supporting high-quality local materials to ensure top-grade raw materials and promote a win-win industrial ecosystem.
By incorporating the “ubras philosophy and approach,” the brand always prioritizes consumers, delivering sincere expressions and long-term actions tailored to different customer groups.
For example, ubras focuses on breast cancer awareness and prevention campaigns and advocates for women’s breast health issues. Through its philanthropic sub-brand, ubras CARE, the company provides health-focused, comfortable, and well-designed intimate wear, along with heartfelt services for individuals recovering from breast cancer surgery, further strengthening its “women’s care” brand positioning.
Ubras is deeply committed to sustainability, striving to create eco-friendly products and maintain a responsible supply chain, with efforts focusing on making a meaningful difference in environmental conservation through innovative practices.
The brand has expanded the range of choices for users, successfully shaping its image and becoming a key player in the lingerie industry, driving the healthy development of the sector.
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