World / US and Canada

Lingerie not focus of Victoria's Secret in China

By LIAN ZI in San Francisco (China Daily USA) Updated: 2015-01-14 13:51

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

The stores in China will also have a black-and-white photo gallery of Victoria's Secret models, and a video wall that broadcasts footage of the Victoria's Secret Angels.

The stores will be operated by Valiram, one of Asia's leading retailers and brand managers. Valiram is the only authorized partner of Victoria's Secret on the Chinese mainland, according to a spokesperson for L Brands.

Victoria's Secret had registered a trading firm in the Shanghai Free Trade Zone (FTZ) in December to import products. The registered capital is about $1.05 million, reports

However, L Brands' announcement may confuse many Chinese customers, who had already seen Victoria's Secret stores in China last year.

The company said those stores were not authorized by Victoria's Secret.

In 2014, Victoria's Secret was involved in trademark infringement and unfair competition disputes with Shanghai Maisi Investment Management, which sold VS products at its stores in China's shopping centers.

In the filing, VS alleged that Maisi used the logo "VICTORIA'S SECRET" prominently on Maisi's store signboards and lingerie fashion shows without its authorization and announced itself as VS' Chinese headquarters for franchising and partnership.

VS won the lawsuit and was awarded $82,000 in damages.

Victoria's Secret, founded in 1977, is the largest US retailer of lingerie now. The company sells lingerie, women's wear and beauty products through its website and stores.

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