COMEXPOSIUM & Tmall Underwear
SPECIAL REPORT
2022 FEBRUARY
Feature | COMEXPOSIUM and Tmall Underwear
released the "Intimate Fashion Award"
to promote the diversified development of China's intimate clothing
IN-Design | SPECIAL REPORT
Feature | COMEXPOSIUM and Tmall Underwear released the
“Intimate Fashion Award” to promote the diversified development
of China’s intimate clothing
The rapid development of the Internet has changed all aspects of our lives,
and the e-commerce platform has helped the rise of new brands.
From the millennial generation to the Z generation, consumers are growing in diversity in the digital information age,
and the demand for underwear has also developed from a single bra to a comprehensive range of intimate apparel.
From November 2nd to 3rd, at the (金色炉台▪上海宝武钢铁会博中心) Golden Furnace Shanghai Baowu Iron and Steel Expo Center, the French exhibition group COMEXPOSIUM, under La Fédération, the French Knitting, Underwear and Swimwear Industry Association, and the Tmall platform held a personal fashion brand exhibition and “Time to Shine” fashion show. And released at the same time – intimate fashion award, fusion with Western romantic passion, Oriental subtle and mysterious, and other changing styles, hoping to meet the diversified needs of the new generation of consumers.
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AURORA ALBA
A luxury handmade underwear brand that advocates the true beauty of women,
encouraging women to fall in love with the most natural state of their bodies.
AURORA ALBA insists on high-quality fabrics and light luxury design. On the basis of
Italian aesthetics, it pays more attention to the sexy performance of oriental women. Combined with the
characteristics of Asian bodies, it explores the elegance of individuality in the subtle sexiness.
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CRÈME SU
Committed to providing modern women with different choices of personal objectives
under the two life scenarios of “dating” and “vacation”.
CRÈME SU provides not only a daily necessities, but also the inner language of modern women
expressing themselves through personal targets. Discovering yourself and your sense of ritual in life,
and life, and maintaining a pleasant mood to get along with yourself.
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E14
E14 is the postcode address in the United Kingdom. For designers, it is the place where everything started.
It is full of inspirational footprints and witnessed the growth of the brand.
E14 combines light sports with a sense of fashion to create intimate clothing for young girls. “They” dare to try new things, are unconventional and warm, and occasionally have some rebellious thoughts, and E14 has become a resident item in their wardrobe.
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HER SENSES
HER SENSES is fashion underwear for contemporary women. This is a free and stretched body dialogue, inclusive, beauty, desire, exploration and expression of women’s attitude of the times.
HER SENSES combines aesthetics with practicality, creating an impactful silhouette without complexity. Underwear is no longer just inward containment and protection, but also outward expression.
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MIMI FANTASY
MIMI FANTASY uses fitted tailoring to create a comfortable and sexy wearing experience, and uses fashionable inner and
outer clothes to match styles, starting from underwear to help women to build self-confidence and say goodbye to low self-esteem.
Do not deliberately cater to, but look at your body objectively, and firmly believe that no matter what size women are,
they can be very sexy.
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SOLO SETA
It has two charming faces of classical and modern, closely combines art and function, and is committed to conveying the
Italian retro design style and the new aesthetic taste of modern women.
Every modern woman who loves life can find her own romantic feelings in the SOLOSETA at home series
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THE BLENDER
“A PIECE OF DESIRE” an intimate apparel brand designed for
a new generation of fashionable women
Born from the fusion of color, architecture and art, it encourages modern women to show their true beauty, combined with brand custom fabrics to create a second skin-like comfort, without fear of desire, and embrace the true self.
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Toffee Pie
“A PIECE OF DESIRE” an intimate apparel brand designed for
a new generation of fashionable women
Born from the fusion of color, architecture and art, it encourages modern women to show their true beauty, combined with brand custom fabrics to create a second skin-like comfort, without fear of desire, and embrace the true self.
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Curious Miss
“Break through the comfort margin with good looks.”
MISS CURIOSITY provides popular designed underwear and loungewear for women who love underwear culture. It selects high-quality lace and adds innovative technology to make the lace lighter and skin-friendly, injecting fashion into sexy, and adding comfort to fashion.
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HAVE A TREE
Clothes are close to the body, and comfort is the basic.
There is a tree that starts from personal clothing, liberate your body from physical constraints, and transforms “comfort” from touch to psychological feeling, from body to mind to achieve unfettered, physical and mental pleasure.
Under the fast-paced and high-pressure life, there is a tree that hopes to use the “more comfortable basic model” to create your own unfettered and happy soul partner.
During the same period, Tmall underwear industry and HCR, The Q Group used the platform of underwear industry big data, combined with the quantitative data of underwear consumers and the qualitative insights of the online community, to conduct in-depth cross analysis and matrixing of underwear users and underwear categories under the big consumption trend. render.
7 Potential Trends: Achieving Category Growth in the Future
3 major short-term breakthrough trends: 40+, dare, Chinese style
2 major and mid-term deep cultivation trends: my exclusive, more precocious
2 major long-term cultivation trends: endorsement and eye-catching
The report found that Chinese women’s underwear category demand seeks a wonderful dynamic balance between
“pleasing oneself” and “pleasing others”, and this process is closely related to different stages of life of women.
Therefore, changes in women’s needs for “pleasing oneself” and “pleasing others” at different life stages
are the key to driving the transformation of underwear consumers to a high engagement.
BodyFashion is not only the inheritance of popular codes, but also the carrier of independent self-confidence
culture and healthy lifestyle. In the future, the combination committee will continue to work with the
Tmall underwear industry to discover and explore more high-quality new brands.
Intimate clothes, choose from the heart.