Invista China launches pop-up in Shanghai
Invista China has launched its first pop-up store in Shanghai under the L by Lycra brand.
With five retail stores set to be open by the end of the year, more will follow next year, says Invista executive VP for business development Serge Vigouroux.
While the US fibre and fabrics giant has a presence on JD.com, its lingerie will soon expand into “a particularly major platform”, says Vigouroux.
The brand was introduced to China a few years ago through a partnership with domestic underwear maker Gujin. “Nine out of 10 customers said they were satisfied with our products and wanted to repurchase, so it is important to provide the option to experience our products through concept stores and retail booths in brick-and-mortar stores.”
Euromonitor International research has found that China’s top 10 lingerie producers command about a 13 per cent share of the market. The sector comprises thousands of players selling low-priced items.
“Such market fragmentation leaves space for brands like L by Lycra to expand and gain a share, as sophisticated Chinese women tend to have a more functional orientation toward lingerie,” says Invista global business development director Kim Chi Phung.
In October last year Invista opened a nylon plant in Shanghai.