As global consumer preferences shift toward individuality and inclusivity, Victoria's Secret, once the undisputed leader in the lingerie industry, has struggled to stay relevant. The brand’s longstanding emphasis on “angelic figures” and “sexual allure” no longer connects with today’s diverse and body-positive market, highlighting the risks of a narrow brand positioning in an increasingly varied consumer landscape. Meanwhile, the rise of smart sizing technology has brought comfort and functionality to the forefront of the lingerie industry, driving change.
Despite efforts to pivot toward themes like "self-pleasure" and "comfort," Victoria's Secret faces growing competition from emerging Chinese brands such as Ubras and Bananain, which have gained traction with more inclusive and innovative offerings. This has contributed to a decline in the brand's market presence.
In China, the lingerie market is undergoing a significant shift, driven by changing consumer expectations and a growing emphasis on higher living standards. According to iiMedia Research, the industry is poised for substantial growth, with projections estimating it will reach 273.4 billion yuan ($37.6 billion) by 2027.
Ubras has been at the forefront of this transformation, introducing the first smart sizing technology in 2018. By overcoming traditional size limitations through innovative yarn and fabric technologies, Ubras disrupted the status quo, sparking an industry-wide shift toward more flexible sizing and streamlined operations. What started as a niche concept has rapidly become a standard, inspiring brands like Bananain, Maniform, and Aimer to follow suit.
During the Spring Festival season, the lingerie market capitalizes on new opportunities, as traditional marketing for the holiday expands beyond snacks and decorations. Lingerie brands, in particular, are leveraging major events like the New Year Shopping Festival to amplify their image.
Source: Ubras
Ubras seized the moment by expanding its “red product” collection with the launch of the next-generation "RED Limited Edition Gift Set." The brand used a blend of online and offline marketing to create a greater impact and connect with young consumers eager to celebrate the New Year in style.
The brand’s approach taps into the symbolic significance of red during the Spring Festival, combining it with modern design elements to appeal to a wide range of consumers. By aligning itself with the theme of “Her Era,” Ubras effectively communicates a message of “comfort, style, and good fortune,” positioning itself as a go-to choice for the season.
In line with its brand ethos, Ubras introduced the “wearing red” social movement under the theme “Big Red, Big Success.” This initiative struck a chord with younger consumers, who were looking for emotional comfort and positivity. The movement encouraged a bold and vibrant embrace of red, with Ubras promoting the idea that its products offer not just aesthetic appeal, but a sense of security and well-being.
The "RED Limited Edition Gift Set" incorporates elements like "Lucky Carp" motifs, transforming each box set into a symbol of hope and prosperity. The collection, which includes lingerie, loungewear, and warm base layers crafted from cutting-edge fabrics, offers ergonomic comfort alongside its stylish designs.
Since its debut in 2019, Ubras’ “RED Limited Edition Gift Set” has expanded to become a hallmark of New Year-themed lingerie. In 2023, the series generated a gross merchandise value of 326 million yuan, reinforcing Ubras’ dominance in the market. The brand’s commitment to both physical comfort and emotional well-being aligns with its core mission: empowering women to achieve "body freedom."
To drive innovation, Ubras launched the Ubras Lab, an initiative dedicated to fabric and yarn development. The brand has also collaborated with Donghua University to establish the "Lingerie Materials Joint Research Center," further cementing its position as a leader in product innovation.
In addition to fabric innovation, Ubras is enhancing its supply chains, distribution channels, and digital capabilities to improve its sustainability and foster a responsible business ecosystem. Its commitment to supporting local materials and promoting eco-friendly practices aligns with its broader goal of sustainability.
Ubras is also making a meaningful impact on women’s health through its philanthropic sub-brand, Ubras CARE. The brand actively advocates for breast cancer awareness and prevention, offering comfortable, well-designed intimate wear for women recovering from breast cancer surgery. This initiative further strengthens Ubras’ positioning as a brand that genuinely cares for women’s health and well-being.
With its focus on sustainability, inclusivity, and innovation, Ubras has successfully expanded its product offerings and solidified its place as a major player in the lingerie industry. Through thoughtful, consumer-centered actions, the brand continues to drive the industry’s healthy growth while making a positive difference in the lives of its customers.
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