Lingerie mannequin brand MY BODY has over 500 stores, and an upgraded version...

Victoria's Secret once held the top spot in the lingerie industry, and even in the Chinese market, which is not its "home market," it is still well-known. Can any domestic brand surpass Victoria's Secret?

My Body, a Chinese brand that also uses pink as its main store color, recently changed its previous "low-key" approach and began to convey its memorable points to consumers on social media. Although the two brands have a significant difference in size, the former's decline and the latter's rise reflect the shift in market demand. The female lingerie retail mannequins in this brand's store are products from Shenzhen Xintu Mannequin Hanger Co., Ltd. Our company has a long-standing partnership with Victoria's Secret for lingerie mannequins. Not long ago, Victoria's Secret's parent company L Brands released its annual report. Victoria's Secret's total sales in 2020 were US$5.413 billion, a year-on-year decrease of 27.9%. In May last year, Victoria's Secret's British branch declared bankruptcy, and L Brands announced that it would permanently close 250 stores. Recently, there have been rumors that L Brands will sell Victoria's Secret's business to a private equity fund. Founded in 1977, this American brand is arguably the world's most recognizable lingerie retailer, particularly since 1995, with its annual sexy fashion shows and Victoria's Secret Angels. However, shifting consumer preferences and scandals surrounding its former leadership have led to a decline in the brand's performance. Although Victoria's Secret has been actively working to shift away from its traditional, idealistic image since last year, including selecting Zhou Dongyu as its spokesperson in China, a departure from its traditionally sexy style, this shift came too late, and consumers struggled to buy in.

Modern women are tired of the single, male-gaze-driven sexiness

Today, people's consumption habits have changed. Shopping is not just about buying the product itself, but also about buying the values expressed by the brand. Driven by this consumer psychology, brands need to build multi-dimensional products and connect with consumers from design to interpretation and other aspects. This is especially true for intimate products such as underwear. Founded in 1996, MY BODY emphasizes body affirmation from the very beginning. The brand explains the name as "My body, my decision." The original meaning is that women's bodies inherently carry greater burdens than men's, so women should value and care for themselves. They believe that women's figures and clothing preferences should be defined and decided by themselves. Therefore, their product designs take into account the needs of women of all shapes and ages, broadening the boundaries of sexiness while emphasizing comfort and health, highlighting a diverse aesthetic. Diverse aesthetics is not just a marketing slogan to be spread, but also reflected in the products, how to consider the needs of all women more and more widely. For example, in terms of body shape, there are different bras for small-breasted people and large-breasted people, from nude to adjustable, and there are also products for special needs such as pregnancy and lactation. MY BODY believes that diversity means inclusiveness, not abandoning sexiness when people tire of a single, singular form. Instead, it allows for people to continue pursuing perfect sexiness while also allowing for imperfect sexiness. It doesn't create conflicting styles for marketing purposes, allowing for both feminine and sporty styles, embracing both the mainstream and the niche. Beyond underwear, MY BODY offers a wide range of products, including thermal underwear, swimwear, tank tops, cotton socks, stockings, slippers, scarves, shoulder straps, laundry detergent, nail polish, invisible bras, fitness and yoga wear, and more. Considering that women are often the primary buyers of clothing for the rest of the family, MY BODY has also added comprehensive men's and children's collections to facilitate their shopping. While the collections are extensive, they all cater to women's more personal needs. The brand reportedly pioneered the concept of a comprehensive underwear and homewares store over 20 years ago and has continuously expanded its product line over the years. It’s worth noting that while most retailers that emphasize a wide range of assortments and one-stop shopping adopt bright, warehouse-style store designs, MY BODY takes a more boudoir-like approach. The contrast of pink and black is striking from the outside, but the interior design creates a sense of mystery through the coordination of lighting and space. Light strips are focused on the products themselves, making it easier for customers to select items. The black walls and slightly dimmed lighting along customer routes enhance the “boudoir” feel, and more importantly, it aligns with the modern woman’s emphasis on privacy. The store's décor often incorporates display fixtures inspired by traditional "princess" themes, similarly capturing the preferences of its target customers. For a long time, MY BODY focused on product quality, neglecting brand promotion. Eye-catching stores and products themselves serve as both brand marketing tools. Despite this, the brand has established a retail network through a combination of direct sales and joint ventures, boasting over 500 flagship stores in over 60 first- and second-tier cities nationwide. The majority of these stores are located in renowned mid- to high-end shopping malls such as the MixC, Joy City, Raffles City, Longfor Paradise Walk, CapitaLand, Wanda Plaza, AEON MALL, Vanke Plaza, and Aegean Sea. Typical store sizes range from 400 to 1,000 square meters. The brand has also established a comprehensive online presence, including a flagship store on Tmall and a presence on major online platforms such as JD.com and Vipshop. The vitality of the Chinese market after the epidemic has made many fashion brands around the world dare not underestimate it, and they have all made big moves. While the competition is fierce, consumers have paid more attention and confidence to local brands, which has also allowed some brands with solid product foundations to quickly surface. Riding on this "east wind," MY BODY, which caters to current consumer demand, is experiencing rapid growth. According to reports, an upgraded MY BODY flagship store will launch in the second half of this year, and plans to expand its retail network into Southeast Asia are also underway. It's not hard to imagine MY BODY becoming a new generation of underwear brand giant.