Asian countries, including Singapore, Japan, China, Hong Kong, South Korea and India, are becoming the potential market movers of luxury lingerie brands worldwide. Several global players, such as Cosabella, La Perla, Andres Sarda, etc., have introduced their brands in the Asian region.
Mr. Guido Campello, vice-president of sales, branding & innovation at Cosabella, an Italian luxury lingerie brand, told fibre2fashion, “The specific Asian/Pacific rim countries have an extensive lingerie market with well established brands, production facilities and distribution companies.”
In a similar vein, Andres Sarda, owner of Spanish luxury lingerie brand of his own name, says, “We see a strong potential for luxury lingerie in Asian markets.”
“We have been working with Singapore, Japan and Hong Kong for many years. Those markets are really conscious of high quality fabrics and fit as well as special sensitivity in colors and decoration,” he mentions.
Ms. Anne-Sophie de Guerry, Asia Pacific Marketing Director of La Perla, an Italian clothing company specializing in luxurious and fashionable lingerie, says, “Our business has tremendously benefitted from the Asian region, both in terms of turnover growth as well as new openings.”
“China plays a key part in expansion strategy and Hong Kong, in particular, is a booming market,” she adds.
Echoing her, Mr. Campello says,” Although the luxury lingerie market is led by Russia, Japan and South Korea, we see tremendous potential in China were the luxury lingerie culture has to yet to grab hold.”
“In India, with the constant evolution of western fashion for women growing through the primary metros as well as into the second and third tier cities and then into the countryside, luxury lingerie has some years before it can truly develop into a leading market,” he informs.
However, Sascha Hertli, chief executive of Switzerland-based luxury lingerie brand Rococo Dessous, says, “In Asia, the taboo of buying lingerie is hindering market development although we see that changing slowly.”