Why It’s Trending
The topic is trending because Victoria’s Secret, a global lingerie giant, is failing to meet the needs of Chinese consumers despite its rebranding efforts toward inclusivity. This highlights a broader issue of cultural misalignment and performative inclusivity in the fashion industry, sparking discussions about consumer expectations, brand authenticity, and market adaptation.
Overview
Victoria’s Secret’s struggles in China stem from its inability to align with local cultural preferences, provide inclusive sizing, and understand the modern Chinese woman’s needs. While the brand has attempted to rebrand itself as inclusive, its store offerings and marketing remain out of touch with Chinese consumers, particularly those with larger body sizes. Meanwhile, local brands like Neiwai and Ubras are thriving by focusing on comfort, quality, and regional aesthetics.
Detailed Findings
Cultural Misalignment: Chinese consumers prioritize comfort and discretion over provocative Western-style lingerie, influenced by Confucian values and societal norms.
Lack of Size Inclusivity: Victoria’s Secret’s limited size range excludes many Chinese women, despite its claims of inclusivity.
Rise of Local Brands: Homegrown brands like Neiwai and Ubras are gaining popularity by catering to local preferences and leveraging e-commerce.
Performative Inclusivity: Both international and local brands are criticized for promoting diversity in campaigns but failing to deliver inclusive products.
Consumer Frustration: Women like Mei, a size 12, feel excluded and frustrated by the lack of options that cater to their body types.
Key Takeaway
Victoria’s Secret’s failure in China underscores the importance of cultural sensitivity, genuine inclusivity, and understanding consumer needs. Brands must move beyond performative marketing and deliver products that resonate with local values and body diversity.
Main Trend
Name: "Inclusivity Beyond the Hype" Description: Consumers are demanding authentic inclusivity in fashion, where brands not only market diversity but also deliver products that cater to a wide range of body types, cultural preferences, and lifestyles.
Consumer Motivation
Desire for Authenticity: Consumers want brands to genuinely understand and address their needs, not just use inclusivity as a marketing tool.
Comfort and Practicality: Chinese women prioritize comfort, quality, and discretion in lingerie, reflecting cultural values and societal norms.
Empowerment: Women seek brands that empower them by offering products that fit their bodies and lifestyles.
What’s Driving the Trend
Cultural Shifts: Growing awareness of body positivity and diversity, influenced by global movements like #MeToo and local campaigns.
Market Competition: The rise of local brands that cater to regional preferences and body types.
Consumer Advocacy: Increased consumer demand for brands to practice what they preach in terms of inclusivity.
Motivation Beyond the Trend
Social Acceptance: Women want to feel accepted and represented in society, not just in marketing campaigns.
Self-Confidence: Lingerie is deeply personal, and consumers seek products that make them feel confident and comfortable in their own skin.
Description of Consumers
Age: Primarily women in their 20s to 40s.
Gender: Predominantly female.
Income: Middle to upper-middle class.
Lifestyle: Fashion-conscious, urban, and digitally connected. They value comfort, quality, and practicality in their clothing choices.
Conclusions
Victoria’s Secret’s struggles in China highlight the need for brands to align with local cultural values, offer genuine inclusivity, and understand the modern consumer’s needs. Failure to do so risks losing market share to more adaptive local competitors.
Implications
For Brands: Brands must move beyond performative inclusivity and deliver products that cater to diverse body types and cultural preferences.
For Society: The trend reflects a broader shift toward body positivity and diversity, challenging traditional beauty standards.
For Consumers: Women are empowered to demand better representation and products that fit their needs.
For the Future: Brands that embrace authentic inclusivity and cultural sensitivity will thrive in global markets.
Consumer Trend
Name: "Authentic Inclusivity" Description: Consumers are demanding that brands not only market diversity but also deliver products that cater to a wide range of body types, cultural preferences, and lifestyles.
Consumer Sub-Trend
Name: "Comfort-First Fashion" Description: A growing preference for lingerie and loungewear that prioritizes comfort, quality, and practicality over provocative designs.
Big Social Trend
Name: "Body Positivity Revolution" Description: A global movement challenging traditional beauty standards and advocating for the representation of diverse body types in fashion and media.
Worldwide Social Trend
Name: "Cultural Sensitivity in Globalization" Description: Brands are increasingly expected to adapt their products and messaging to align with local cultural values and preferences.
Social Drive
Name: "Empowerment Through Representation" Description: Consumers are driving change by demanding that brands represent and empower all individuals, regardless of body type, race, or cultural background.
Learnings for Brands in 2025
Cultural Sensitivity: Understand and respect local cultural values and preferences.
Genuine Inclusivity: Offer products that cater to diverse body types, not just market diversity.
Consumer Engagement: Actively listen to consumer feedback and incorporate it into product design.
Adaptability: Be willing to pivot strategies to meet evolving consumer needs.
Strategy Recommendations for Brands in 2025
Expand Size Ranges: Offer a wider range of sizes to cater to diverse body types.
Localize Products: Design products that align with regional aesthetics and cultural preferences.
Leverage E-Commerce: Use digital platforms to reach and engage with consumers directly.
Authentic Marketing: Move beyond performative inclusivity and showcase real diversity in campaigns.
Collaborate with Local Influencers: Partner with local influencers and designers to build trust and relevance.
Final Sentence
The main trend, "Inclusivity Beyond the Hype," emphasizes that brands must move beyond performative marketing and deliver products that genuinely cater to diverse body types, cultural preferences, and lifestyles to succeed in 2025 and beyond.
Final Note
Core Trend: "Authentic Inclusivity" – Consumers demand genuine representation and products that cater to diverse needs.
Core Strategy: "Cultural Adaptation" – Brands must align with local values and preferences to build trust and relevance.
Core Industry Trend: "Comfort-First Fashion" – A shift toward lingerie and loungewear that prioritizes comfort and practicality.
Core Consumer Motivation: "Empowerment Through Fit" – Women seek products that make them feel confident and comfortable in their own skin.
Final Conclusion
To thrive in 2025, brands must embrace authentic inclusivity, prioritize cultural sensitivity, and deliver products that empower consumers. By understanding and addressing the needs of diverse body types and cultural preferences, brands can build lasting equity in global markets like China.
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