2010年10月20日星期三

Is it necessary for Lingerie brands pay much attention to lingerie package?

IExquisite lingerie package bring potential market share for Lingerie brands
Author Shella (Mao Feiqiong)            10/29/2010

Market specialists estimated that there will be large leap over lingerie sales statistics in the future 5 years, more and more Chinese and abroad female than ever start to spend their spare time in lingerie enjoying and buying. They even spend much more in buying high quality lingerie with unique functions to shape their body. The up-rising market demands ask lingerie manufactures for higher standards on lingerie package. We can predict that nice lingerie package will become a trendy. Considering the special characteristics of lingerie, the lingerie package not only need to pay much attention to its color, print, words and function but also give much concerning on its culture, which can bring inspiration to the consumers directly or indirectly.

A report published in Packaging world magazine on May, 2010, Written by Jim George shows that many global famous lingerie brands such as La Senza, a well-known lingerie retailer in Canada and 30 other countries,started to extend their branding into classic package to express its brand characteristics of sexy, feminine, sophisticated, and indulgent. Another report about Topshop from the same magazine by Jim George reported that Topshop, which is introducing a family of make-up products in package designs which are unusual packaging in its industry. Another report By Raptorfan from Newser User shows that Victoria’s secret bag makes women feel sexy---

We can infer from above reports that the nice design lingerie package will be a trend for global lingerie brands to seize their potential market share. The lingerie brands with exquisite packing will match with its popularity among the customers. Lingerie consumers will ask for unique package service with spending higher on lingerie to express their inner emotion.

Cite shopping mall as example, lingerie zones are attractive when we place first glance on, varieties of lingerie in different colors with different prices were hanging in each store, We approaching them, giving it a try and ask the shop assistant to package one for ourselves, they drag out one piece from the bottom drawer, we saw the drawer is in a mass with plastics, advertisement books even a bottle of water, at this moment, Do we feel a little depression to think that why we spend more than 100 dollars to buy one piece with latent virus under bad disposing environment? Maybe next time we will strictly with ourselves in lingerie purchasing. Actually, it is common attitude among consumers when they meet with the occasion as above, with the improvement of people’s living standard, consumers ask for better product service when they pay for it. As lingerie manufactures, we should take this seriously to think out resolution for lingerie’s package. R&D design success is not just for lingerie itself, attaching more attention to lingerie package will bring the whole products collection life to express lingerie’s design, function with brands concept. The package I refer to is not common export package, it is super package focus on sexy and classic lingerie which are mainly selling though retailing mode. For the brands, the package is not only mean of expressing your brands concept and design intention but also sometimes big and tank function package can play the role of cabinet for the consumers to change and wash their lingerie. The consumer range are widely in special occasions such as valentine’s day or other anniversaries, lingerie with exquisite package will be the first choice for different customers to buy for their intimates as gift.

Giving priority to the lingerie package, which aspects we should pay much attention to?

Firstly, the lingerie package should manifest products’ characterists.It is well know that lingerie was grouped into different categories such as bra, pant, lingerie, bikini, thermal, loungewear and shape-wear etc. We infer from its different characteristics that different designs have its own package requirements, currently the whole lingerie industry are lack of environment protection acknowledge on lingerie package sector except common advertisement hangtag with simple gift bags in plastic or paper etc, which is commonly used for pants, bikini, thermal, loungewear etc products, for sexy lingerie and shape-wear, I think the package should make further efforts to express the products function, lingerie usage, design concept and brands culture in innovation ways instead of usual way.

Secondly, considering lingerie package as a skin protector, it is widely acknowledged that ingerie is close to people’s skin, therefore the package should be made of healthy material, function as a supplementary products to support underwear’s shape especially for shape-wears etc. I personally recommend blister package, which is best choice to keep lingerie shape.

Thirdly, we can make best use of lingerie fabrics covering in the lingerie package to express feminine traits, such as lace, silk in butterfly or other unique shape.

In general, a good lingerie package marketing with nice product design in elegant shape, colors, slogan etc will be lingerie brands’ image models to publicize the brands cultural and bridge for lingerie products and substantial customers, the sector of lingerie package is new and potential market for both Chinese lingerie industry and abroad lingerie brands.
 www.globalintimatewear.com

2010年10月12日星期二

How to bridge the market gap between Chinese lingerie and abroad lingerie?

How to bridge the market gap between Chinese lingerie and abroad lingerie?
Author: Shellamao   date:10/12/2010  from:Globalintimatewear

Chinese lingerie market’s reform and opening to the outside world will bring both local lingerie labels and abroad lingerie brands big profit. Before we seize the forthcoming benefit we should have clear idea about the market gap between both parties. How to bridge the market gap for better cooperation and development will be the focus of our preliminary work!

What are the gaps between both markets on earth? We can set about this confusion from below five aspects,

Firstly, it must be the market development.

It is known that Chinese lingerie market just get through no more than 50 years since the first modern bra concept comes from Russia, comparing to the European lingerie history, Chinese lingerie market is still a green hand. For mature abroad lingerie market, Chinese lingerie market is full of opportunities and challenges because its juvenility.

Secondly, we will talk about markets management mode.

For lingerie brands, both parties know that the development of brands better with its own characteristics to differentiate from thousands of hundreds same kinds. Western brands do better than Chinese brands in this aspect, they successfully characteristic themselves by its outstanding theme products design, subsidiary decorations, exceptional service & management culture not only in the retailing but also agent management, we can obviously tell them from others when we put the first glance on its shop or products. It is good that Chinese lingerie labels do their best to copy or learn their market management mode, but the sad point is that millions of Chinese lingerie brands do the same work. Chinese lingerie brands are in pressing need of brands markets management mode training, what’s the really meaning of brands? How to successfully establish popularity among consumers?

Thirdly, turn the point to the designers’ labels.
We must admit that big difference between Chinese lingerie market and European lingerie market for designers’ labels. I had ever written an article about this concerning Chinese lingerie market. In European market, It is widely acknowledged that designer’ labels own itself with special groups with unique taste, they enjoy designer’s label not only just searching for profit but a sense of inspiration encourage people to enjoy their own life without considering outside comment. Under this circumstance, lingerie masterpieces and innovations could be brought out without hesitation. Chinese lingerie brands should learn this kind open-minded management concept to encourage more designers express their passion and point of views freely, don’t put too much market benefit on designers’ shoulders.

Fourthly, it must be the technologies application process.

Although Chinese lingerie labels tried their best to import many advanced technologies skills from European market, but they are still green in its rightful application, sometimes we can hear the shop assistant recommend us their innovation in fabric, they talk a lot but the consumers are still innocent about its function, even sometimes as a consumer we doubt that if the shop assistant know well about its own products, it will be big waste for cost I think. There must be big problems in its application process, the application of new technology is not just for engineer department but sales department.


Fifth, it is the pursuit of details.

I have ever read a saying that the Chinese in pursuit of relationship but westerners focus on its textures. That’s difference between two countries’ market conception even we can see the strong foundations to prove it in our daily life. What we can do it not just compliant but accept its existence to find common place if we decide to benefit from others’ blank or proficiency. Most of Chinese lingerie enterprises focus on a general outline of project achievement, they are satisfied about its 70% accomplishment neglecting of detail perfecting, and actually success lies in details.


After lingering about the generally differences or gaps between Chinese lingerie market and European market, what we need to do is face it rationally and do our best to improve and get over it. How to bridge the market gap between Chinese lingerie and abroad lingerie?

I think we need to equip ourselves with modesty attitude, accepting our disadvantage and others’ advantages, learning others through professional training lectures or read the updated articles in the lingerie industrial web, concerning what happens beside us or in the far modern lingerie market, sharing your designers with publics to receiving constructive comment or suggestions from linger experts or colleges, importing famous lingerie designers conception or management mode through an experienced lingerie platform or by yourself diligent study and high efficient communication. Don’t be proud of temporary success in market statistic, blowing off is dangerous for further advancement and post threaten for clearly understanding of itself and others, bringing chance for your components to wipe out you easily.