lingerie China

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Details

Date & time Apr 24 '19
Location
China
Creator steve che

Who's attending

steve che

Description

“Our goal is to make Amazon the lingerie China best place to buy fashion online," said a spokesperson from Amazon in a statement. "It’s important that our customers can find exactly what they're looking for so we're constantly exploring and testing ways to do just that. Creating products for specific categories enables us to increase the overall assortment available to Amazon customers.”


The question becomes: will Amazon disrupt lingerie's disruptors before they have a chance to reach significant scale? And what are they doing to defend themselves?


“It’s something we talk about every day,” says Aerie global brand president Jennifer Foyle. “The Aerie Real platform has certainly set us apart and there are so many ways to utilise that platform.” For one, Aerie is doubling down on physical stores, aiming to have a total of 200 standalone locations by the end of the year as a way to further differentiate itself from online-only players — including Amazon. Still, 40 percent of Aerie's sales take place online. “I think what's important today is to really leverage this omni-channel customer… The nice thing about a fit intensive category, like intimates, is that a lot of women do want to go into the store and get the experience,” says Foyle.


Fit is just one of the many challenges of both making and selling lingerie, specifically bras — the more structured of which can have anywhere from 18 to 25 components. “It’s probably the hardest product that I’ve ever had the opportunity to work on,” says Cordeiro Grant, the founder and chief executive of Lively.

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