Wacoal unveils underwear brand for Chinese mid-range market

The Japanese company's first La Rosabelle store opened in Beijing on 22 June, and Wacoal will open more outlets in the city by the end of this year, targeting young females between 20 and 28 years old.

Using data from a local research institute, Wacoal developed the roughly 150 types of La Rosabelle lingerie based on the body shapes of Chinese women.

La Rosabelle stores in other major Chinese cities, including Shanghai, Chengdu and Guangzhou, are also slated for 2013 and beyond. By the end of 2014, Wacoal hopes to have 130 outlets in China, which would generate sales of US$12.8 million (CNY81 million) and account for half of the company's overall sales in China.

The French-derived brand name represents the symbols of a rose and a beautiful, charming woman. With brand values as chic, comfortable and cheap, the brand is selling its locally made lingerie products at affordable prices.

La Rosabelle products are 50 to 70 per cent cheaper than luxury underwear. Bras, for example, sell for up to US$28.20 (179 yuan) and panties for US$12.50 (79 yuan).

Wacoal's core customers are high-income earners, but the La Rosabelle brand wants to reach out to the middle class. In China at present, women's choices for underwear fall into two extremes: low-priced options or expensive luxury products. Demand for middle-market products is expected to grow, according to Wacoal officials.