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Lingerie not focus of Victoria's Secret in China

By LIAN ZI in San Francisco ( China Daily USA ) Updated: 2015-01-14 15:17:29

Lingerie not focus of Victoria's Secret in China

A model presents a creation at the 2014 Victoria's Secret Fashion Show in London December 2, 2014. [Photo/Agencies]

Saleswomen at the Victoria's Secret stores in Shanghai and Shenzhen said that the stores sell panties but not bras, and declined to explain why. One of the salesclerks hinted it could be a training issue.

"I do not have inside information about Victoria's Secret's thinking, but I would guess that, if the Chinese government would allow the importation of apparel that is not produced in China, then brands would create retail space for lingerie as well," said Ilse Metchek, president of the California Fashion Association. "The issue is usually about trade policies."

It is not easy for US designer brands to enter the Chinese market, as the Chinese distribution systems differ from Western supply chains.

"Retailing in the US and Europe is mainly based on multibrand retailers like Macy's and Bloomingdale's," Metchek said. "In China, stores only show the brand names of the stores themselves, not the individual designer brands."

"The West must come to terms with China's method in order to be successful," said Metcheck, who sees a "big future" for Victoria's Secret in China.

Chinese consumers are increasingly aware of global fashion and the US companies that create these styles, she said.

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