The reason Victoria's Secret 'landed' in China

The world's biggest lingerie show targets the country of a billion people - one of the world's largest lingerie consuming markets.

Victoria's Secret 2017 will be shown next November in Shanghai, China. The showaired on CBS on November 28. Since the first show in 1996,This is the first time the event is held in Asia.According to Forbes, the reason why China was chosen as the location for the show is because Victoria's Secret wants to adapt to the new markets they are expanding into.

Four Victoria's Secret models including Josephine Skriver, Alessandra Ambrosio, Sui He and Ming Xi in Shanghai in March.

China has long been a potential target for famous lingerie brands.Early 2s000, after catalog sales fell relative to other product segments,Victoria's Secret is undergoing an urgent review and overhaul. Slow growth is forcing the company to change not only its imagecatalog but also have to think about expanding the market.

The problem is how to make not only American and European women but also women all over the world use bras.Victoria's Secret.According toForbes, vIncreasing the customer base was one of the brand's important action strategies at that time. Meanwhile, tPig Qz, China's contribution to the global lingerie industry is small but growing. Therefore, theThe most populous country in the world immediately became a target in the plan to conquer Asian women.

One of the first moves was the selection of Liu Wen to catwalk in the brand's show in 2009. The Chinese model became the first Asian supermodel to step into the world's biggest lingerie show.As these images flood in, the first potential target to open your wallet istAsia's middle class and wealthy - customers with high purchasing power.

* Chinese long-legged models make their mark on the Victoria's Secret catwalk

But the move ofVictoria's Secret isn't stopping there. Asian culture isn't used to high-end lingerie shopping experiences, while cVictoria's Secret stores are decorated in a luxurious style, treating customers like royalty. Understanding this psychology, the company began to approach the Chinese market in a clever way by opening its first store in June 2015 but announced that it would not sell lingerie but perfume and beauty products.

As people became familiar with the brand image, the company gradually marketed lingerie in a more upscale and acceptable manner.In just two years, there were 26 lingerie stores ofVictoria's Secretare spread throughout China. Among them, the first store in Shanghai is newly opened.two schools in March.China suddenly became one of the marketsconsumes the largest amount of lingerie and related products of the company.

The number of models participating in the Victoria's Secret show is increasing. In addition to Liu Wen, the lingerie show has three familiar models: Ha Tue (Sui He), He Meng Yao (Ming Xi) and Shu Xiao Wen (Xiao Wen Ju). This year, according to China Entertainment News, up to six Chinese models will participate in the show in their country.With the purpose of organizing a show to sell products, it is not difficult to understand whyVictoria's Secret brought the whole crew to Shanghai, just toplease potential customers and promote the newly opened store.

This year, 400 models participated in a casting in New York, USA. The selection was conducted by directorJohn Pfeiffer,Producer Monica Mitro and stylist Sophia Neophitou.All models are required to wear the same Victoria's Secret lingerie to ensure fairness during the audition.

Besides the newly announced long-legged lineup, 14 old angels return as well.Adriana Lima, Alessandra Ambrosio, Lily Aldridge,Elsa Hosk, Jasmine Tookes,Sara Sampaio,Taylor Hill... Candice Swanepoel and Behati Prinsloo also returned to the catwalk after giving birth to their first child. Victoria's Secret 2017 also featuredsisters Gigi and Bella Hadid.

* "Fiery" performance at Victoria's Secret 2016

According to VNE